Headbox Case Study
of an AI-powered experience platform
My Role:
Research & Analysis
Sketching & Wireframing
Brand and Visual Identity
Prototyping
UI & Interaction Design
Platform:
iOS
Responsive Web
Tools
Figma
Miro
Lightroom
Framer
Constraints:
10 weeks
Solo project
Problem Space
Years of lockdown spent binge-watching series and doom-scrolling Insta and TikTok have left Millennials craving human interaction and real experiences in their day to day lives. But choice overload and a fragmented experience economy make even deciding what to watch tonight an overwhelming decision.
Facts
and figures
Make up the majority of the workforce
Command an estimated $1.3 trillion in annual consumer spending.
8/10
say some of their best memories are from an event or live experience
78%
prefer experiences over products.
$530m
each month on attending live events.
44%
feel anxious or stressed all or most of the time.
Licensed therapist Tess Brigham says "Decision Paralysis" was in the top four struggles her Millennial Patients suffer from.
I believe that especially after the pandemic, Millennials want more experiences in their lives because they believe experiences make their lives better and healthier, and they would seek these out more if they were more accessible, affordable, and curated in a way that minimizes stress and effort in planning.
Hypothesis Statement
Assumptions
A major pain point for millennials going out and having experiences is choice overload.
The logistics of planning and having experiences is an obstacle to having experiences.
Millennials prefer experiences to products because they believe experiences are more fulfilling.
Millennials consider having experiences as contributing to their mental health.
Interviews &
Affinity Mapping
Chosen Theme & Insight
Theme: Experiences are good for us
Insight: Millennials are committed to improving themselves and their lives, and believe experiences to be a crucial part of that in many different ways, but how they choose or evaluate an experience is often based on their mood/feelings at the time.
HMW
How Might We help Millennials have experiences that match her mood and feelings so that she can be the best version of herself?
Natalia Ruez
Pain Points
Gets overwhelmed by having too many choices
Has a hard time trusting new things/people that haven’t been verified
Natalia Ruez
Fears
Letting her life pass her by
Making the wrong choice
Goals
Have memorable experiences she’ll never forget.
Feel like she is really living her life.
Continue improving her mental and physical health
Persona
Tech Sales Rep
Age: 32 | Nationality: Mexican | Education: Masters | Income: 125k | Location: Bushwick, BK | Status: Single, Queer
Natalia Ruez
Experience Map
Epics &
User Stories
User Stories
As a user I want to see main experience categories so that I can choose which one I am in the mood for.
As a user I want to see the top experiences for each category so that I don't have to search through too many.
User Role: As an “Experiencer”, Natalia needs to find the activity that matches her mood.
Epics
Share an Experience
Navigate an experience
Save/organize experiences
Experience profile
Finding/Choosing an Experience
Competitive Analysis
Opportunities
for Disruption
Too much or too little info
Limited Experiences Offered
Barrier of entry to start
Task Flow
Sketches to Wireframes
Notable Changes:
Removed Experiences from start screen in favor of experience categories
Added filters popup
Added contact sync and the ability to send invites to your contacts through the app
Tweaked information hierarchy on Feelings and Experience Radio Pages to make them easier to understand
Cut down on text on all pages
Prototype
If Headbox were a person, it would be your cool stylish friend who always seems to put on the right song, at the right time.
than inspiring.
than erratic.
than loud.
than mysterious.
than flashy.
powerful
stylish
exciting
free
intriguing
Brand
Identity
Color Injection
Train AI Model: Utilize findings in the creation of Word Embeddings to train the AI Model (LLM Unsupervised).
Experience Methodology : Identify the components that make up an experience (like the Act 1, 2, and 3 of a story) and connect them to the feelings they inspire in us.
Test and Refine: Expand experience categories and refine AI model through further user testing.
Looking
Forward
