"Where" is used by over 50 million users every year, but they were struggling with only being known as "a virtual phonebook." Through an intensive strategy phase and UI explorations, I led the team to propose a complete overhaul of the user experience and brand aesthetic. Based on insights from user interviews, focus groups, and collaborative workshops, we redefined what Where could offer and suggested reprioritized features to capture both user needs (and user's hearts!)
We shifted from a "phone book" mentality into a "hyperlocal lifestyle pal / recommendation engine" that matched the "on the go urban explorer" with local spots perfect for them. Knowing we wanted social to play a large role in the brand experience, we architected tools that allowed users to connect with friends and get recommendations perfect for "them + a friend," along with nifty "compatibility ratings" for any local spot.
A key need we tackled was ensuring users could save and organize their favorite spots in a fun and intuitive way. Integrating gamification techniques, we designed a UI with strong "set completion" mechanics and psychological cues to encourage dynamic item manipulation, all centered around the idea of turning physical spots (restaurants, bars, etc) into physical circular "spots" in the UI that could be maneuvered and organized. Spots could be grouped together to become "spotlists" - harkening back to Apple playlist collections. When Google+ launched 6 months later, I smiled at the zeitgeist that circles around all around us - the idea of "spots" was clearly bubbling up everywhere.
With any application relaunch, a clear on-ramping for new users strategy was crucial, so we created a personalized profile-creator tool that allowed new users to easily make Where.com "their own" while showcasing (rather than simply telling them) how Where can play a role in their lives. The user "bubbled through" a playful visual quiz with adjustable rating bars, multiple choice questions, and short fill-in-the-blanks. The user instantly got better, more personalized “spot suggestions."
Working closely with the Where marketing department, we also demonstrated sponsorship opportunities for other brands to integrate into the user experience. For example, Converse could create a "spotlist" of their favorite hipster joints in Boston to connect with their target audience and promote their own brand lifestyle. Lastly, we integrated "local deals" into the experience, created personalized suggestions that matched businesses with the consumers that already love them.
In essence, the goal was not merely to make the experience usable, but to make it delightful. We needed to define a brand experience that gave Where a clear personality that felt hip, quirky, and personal. Through a new palette, font, visual language, and dynamic interface, we gave Where a clear voice that the community (both new users and old) embraced.
The redesigned Where App was featured as the “‘iPhone App of the Week’ on the App Store. In a dramatic finale that made me pleased as punch, Ebay/PayPal purchased Where for an estimated $135 million after seeing prototypes of the new experience in action. The company has since grown dramatically in size and I am honored to have been a key part of shaping the Where strategy, user experience, and visual design.
From Where’s Creative Director, Frank Germano:
“Where's goal was to design and build a user experience that achieved a perfect fusion of place data, user generated content, consumer deals, and social networking. Frankly, an almost overwhelming goal that would have sent most creative agencies running for cover. However, Mitch and H&G rose to the challenge quickly. The team established a visual language, user experience, and a personality that set the tone for a true next-generation experience. Simultaneously feeling both comfortable and familiar, yet new and completely unique, the designed experience set a new level of refinement for our cutting-edge start-up.”
We shifted from a "phone book" mentality into a "hyperlocal lifestyle pal / recommendation engine" that matched the "on the go urban explorer" with local spots perfect for them. Knowing we wanted social to play a large role in the brand experience, we architected tools that allowed users to connect with friends and get recommendations perfect for "them + a friend," along with nifty "compatibility ratings" for any local spot.
A key need we tackled was ensuring users could save and organize their favorite spots in a fun and intuitive way. Integrating gamification techniques, we designed a UI with strong "set completion" mechanics and psychological cues to encourage dynamic item manipulation, all centered around the idea of turning physical spots (restaurants, bars, etc) into physical circular "spots" in the UI that could be maneuvered and organized. Spots could be grouped together to become "spotlists" - harkening back to Apple playlist collections. When Google+ launched 6 months later, I smiled at the zeitgeist that circles around all around us - the idea of "spots" was clearly bubbling up everywhere.
With any application relaunch, a clear on-ramping for new users strategy was crucial, so we created a personalized profile-creator tool that allowed new users to easily make Where.com "their own" while showcasing (rather than simply telling them) how Where can play a role in their lives. The user "bubbled through" a playful visual quiz with adjustable rating bars, multiple choice questions, and short fill-in-the-blanks. The user instantly got better, more personalized “spot suggestions."
Working closely with the Where marketing department, we also demonstrated sponsorship opportunities for other brands to integrate into the user experience. For example, Converse could create a "spotlist" of their favorite hipster joints in Boston to connect with their target audience and promote their own brand lifestyle. Lastly, we integrated "local deals" into the experience, created personalized suggestions that matched businesses with the consumers that already love them.
In essence, the goal was not merely to make the experience usable, but to make it delightful. We needed to define a brand experience that gave Where a clear personality that felt hip, quirky, and personal. Through a new palette, font, visual language, and dynamic interface, we gave Where a clear voice that the community (both new users and old) embraced.
The redesigned Where App was featured as the “‘iPhone App of the Week’ on the App Store. In a dramatic finale that made me pleased as punch, Ebay/PayPal purchased Where for an estimated $135 million after seeing prototypes of the new experience in action. The company has since grown dramatically in size and I am honored to have been a key part of shaping the Where strategy, user experience, and visual design.
From Where’s Creative Director, Frank Germano:
“Where's goal was to design and build a user experience that achieved a perfect fusion of place data, user generated content, consumer deals, and social networking. Frankly, an almost overwhelming goal that would have sent most creative agencies running for cover. However, Mitch and H&G rose to the challenge quickly. The team established a visual language, user experience, and a personality that set the tone for a true next-generation experience. Simultaneously feeling both comfortable and familiar, yet new and completely unique, the designed experience set a new level of refinement for our cutting-edge start-up.”
Where
