HobbySpot
A social networking site connecting hobbyists through local communities, mentorship, and engaging challenges.
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MARKET RESEARCH + PRODUCT STRATEGY
Timeline : Spring 2023
Role : UX Researcher, Strategist, Presentation Deisgn Lead
Team : Team of 5
Tools : Sketch, XD, Illustrator, Photoshop, Canva, Premier Pro, Keynote, Miro, Jira
Approach:
Discover
Analyze
Ideate
Prototype
Test
Iterate
Pitch
Individuals seeking to engage in new hobbies express their feelings of discouragement, as they often encounter barriers that prevent them from taking the first step.
Problem
A lack of accessible support and community resources limits the ability of hobbyists to pursue their interests confidently.
Creating a platform that effectively fosters connections among hobby enthusiasts
Challenge
This challenge must be addressed to develop an engaging and accessible platform that enables users to connect, share, and explore their hobbies within a welcoming environment.
A social networking site was developed to connect hobbyists and mentors within local communities.
Solution
This platform promotes engagement through shared experiences and collaborative activities.
HobbySpot
Community Platform
Quick Prototypes - Design Challenge
Time: 1 hour
Team: 5
Purpose: Envision key features, validate ideas
Focus: Brainstorming: 50%, Wireframing: 40%, Visual design: 10%
My Community
An active and collaborative community where individuals can meet new people, share expertise, and unite hobbyists.
Challenges
Keep the engagement and motivation alive
Hobby Discovery
A platform that allows individuals to discover new hobbies through unlimited explorations while exposing hobbies to a broader audience to increase their popularity.
Mentorship Program
Trusted mentors who can teach individuals while enabling experienced users to guide and support passionate hobbyists.
Resource Library
Users can expand their knowledge on the subject by accessing a comprehensive Resources Library filled with essential materials, books, and readings.
Local Meetups and Events
A community-focused platform where individuals can attend events and meet people in their area to avoid unwanted solitude.
Integrated Calendar
Helps individuals organize their schedules to achieve better time management and make time for their hobbies.
Invite Only!
Trusted network and community to avoid the trouble of unreliability
Trend Research
Identifying 3 Global Trends that could inform/impact/inspire a Social Network Service.
Insights from global trends in social media, social commerce, and generative AI highlight the potential for HobbySpot to thrive by fostering niche communities and user-generated content. By integrating user-generated content, HobbySpot can enhance user experiences by incorporating community engagement and mentorship. This strategic approach positions HobbySpot to cultivate a vibrant community centred around shared interests and passions.
Market Analysis
We did a detailed market analysis to identify the correct brand positioning of HobbySpot which included the following frameworks:
1. SWOT Analysis - Analyzing current Social Networks
The SWOT analysis of current social networks reveals several critical insights that can inform the development of HobbySpot. These insights suggest that HobbySpot can position itself as a responsive, user-centric platform that prioritizes community, safety, and personalization in the evolving landscape of social networks.
2. PESTEL Analysis - Evaluating External Factors
The PESTEL analysis highlights the need for HobbySpot to adapt to external challenges, such as political regulations and economic shifts like remote work, while addressing social demands for community connections, particularly post-COVID-19. Leveraging technological advancements and fostering inclusivity will be crucial for HobbySpot's growth in a dynamic landscape. By positioning itself responsively, HobbySpot can effectively meet evolving user needs.
3. 2x2 Matrix - Identifying the Competitors
The key competitors most related to hobbyspot are instagram, discord, irl, tik tok, and meetup. All of which fall into being amateur and interactive
4. Identity Attributes - Positioning HobbySpot
The identity attributes matrix for HobbySpot shows it as an active, predominantly digital platform that emphasizes informal and simple interactions. Its low scores in formality and complexity suggest a focus on user-friendly experiences. To strengthen its identity, HobbySpot could enhance long-term engagement strategies and foster a safer environment while maintaining its active and informal approach.
5. Blue Ocean - Defining Brand Differentiators
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The opportunity areas were identified with its competitors to make HobbySpot as enjoyable as its competitors, while still creating something new and fresh to stand out in the market. The opportunity areas stand in discoverability, e-commerce, information architecture, map and location services, and safety and moderation.
6. ERRC Strategy - Enhancing Market Positioning
The focus of HobbySpot was on community building and content sharing, with an emphasis on customer support, information architecture, and map and location services. Chat services and experience customization were deprioritized to concentrate on other areas. An invite-only model was considered to ensure user passion, although this could have led to potential alienation. E-commerce attributes were integrated, and moderation efforts were strengthened to enhance user safety. Additionally, a mentorship performance attribute was incorporated into HobbySpot's offerings.
7. Porter's Five Forces - Evaluating Industry Dynamics
Porter's Five Forces framework was utilized to evaluate industry dynamics and identify threats. Through this analysis, unique value propositions were cultivated, supplier partnerships were forged, and segmented engagement strategies were implemented to cater to diverse hobby interests. Additionally, community support offerings were differentiated, and continual innovation was driven to enhance user experience and foster connections. These conclusions guided the platform's development and positioned HobbySpot to navigate industry challenges effectively.
8. Business Model Environment Canvas
The Business Model Environment Canvas for HobbySpot was developed to identify key trends, market forces, macroeconomic factors, and industry dynamics shaping the platform. Insights gained from this analysis highlighted the importance of influencer collaboration, customer segmentation, and flexible monetization strategies, while also emphasizing scalability potential, market demand, and the need for seamless transactions to enhance user experience and drive growth.
Identifying the User Groups - From Literature Review
During the secondary research, four phases of pursuing a hobby were identified:
1
>
2
Start doing an activity
Liking it and taking it seriously
Developing Stage
>
3
>
4
Doing it regularly
Making it a part of life
Perfecting Stage
It was determined that focusing on the specific attributes and mindsets of individuals categorized as "explorers" or "experts" can be effective as HobbySpot's user groups.
Developing Stage
Explorers
Perfecting Stage
Experts
Explorers are situated in the developing phase of the four-stage framework, where initial exploration and subsequent steps toward finding a hobby occur. Conversely, Experts are associated with the perfecting phase, having already discovered a hobby they enjoy, invested time in it, and consistently integrated it into their lives.
Survey Results
80+
Respondents
Qualtrics
82%
respondents said their is a strong need to have a community based platform to share their hobbies.
54%
respondents lost interest in their hobbies because of lack of motivation and encouragement.
76%
respondents reported facing difficulties because of the lack of resources and feeling helpless.
95%
respondents voted to sign up for the platform if they were provided with a dedicated mentor.
Interview Insights
35
Interviewees
950+
Datapoints
Use Cases
After gathering the research insights, personas were created to better understand both user groups. Prior to developing the personas, hobby use cases were analyzed, which helped identify key motivations and behavioral patterns of potential users, ultimately guiding the design of features that cater to their needs and preferences.
User
Personas
Empathy Maps
Through the exploration of empathy maps for both the Experts and Explorers user groups, feature prioritization and communication strategies were developed to address their unique needs and pain points. By identifying key insights, such as the desire for guided resources and supportive community interactions, targeted features and messaging were crafted to enhance user engagement and foster a sense of belonging within the HobbySpot platform.
Our local community building platform connects like-minded hobbyists and allows them to share ideas and resources
Value proposition Statement
For current and aspiring hobbyists who seek to
ignite or fuel an interest in a hobby,
Defining HobbySpot's Values
Ideation Process
Prioritization Matrix
Step 1
All the ideas were filtered through the core drivers of HobbySpot and to keep the values intact.
Step 2
These ideas were then put in an Impact vs. Time Prioritization Matrix to define launch phases.
Value Prioritization Canvas
To validate and examine our concept product, we laid out a Value Proposition Canvas with Value Map and Customer Profile. Most of the Pains, Gains and Customer Jobs were catered to through HobbySpots Products and Services.
Business Model
Usability Testing
Testing
Methods
The testing was conducted with the interviewees to test the credibility of the mobile app with the user research
Testing
Tasks
Testing
Findings
Pricing Model
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Expansion Plan
Meet the Team
Team Collaboration - Behind the Scenes
Takeaways
Conducting in-depth market analysis
Collaborating with a cross-functional team
Strategic business model development
Reflecting on different perspectives of the team
Making quick Mid-fi prototypes for Mobile Apps
End-to-end product design process within a tight timeline