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Building the product vision and user journey

Djungo

Social discovery startup

Objective

Create a compelling product which addresses the problems facing Generation Z in terms of creating community and connections in real life.

Success metrics

User engagement, conversion, revenue, investment.

Approach

The overall product vision and strategy was co-created with the founders and a product lead, where I took on responsibility for facilitating workshops and co-design sessions. I worked independently with some input from the team on elements such as the user journey and monetisation.

Responsibilities

User journey, business model & monetisation strategy, prototyping, branding, pitch deck, workshop facilitation.

Research

I conducted qualitative research with users, as well as desktop research on consumer trends and human behaviour. We wanted to understand how and where young people find friends and socialise. I also conducted an in-depth competitor analysis, including a comparison of features to identify opportunities for Djungo to differentiate its offering.

A screenshot from FigJam showing the results of my research work - including a comparison of competitors' features, and a section where I summarised my fidings
A screenshot from FigJam showing the competitor research I conducted, including comparing features and summary of findings to the right.
A slide from the pitch deck I created which shows how Djungo differentiates itself vs the competition on the basis of physical presence.
A pitch deck slide I created based on the outputs of our research, showing how Djungo's focus on third places creates a clear differentiation from its competitors.

Insights

We found that third places are key to enable socialising and meeting new people. ‘Third places’ are a sociological concept where the first place refers to your home, and second place your school or place of work. Using physical locations would also provide the product with a strong differentiating factor against the competition.

Synthesis

How might we use physical third places to create more natural, in-person connections between young people?

Ideation

I facilitated several ideation sessions, focusing on generating ideas and co-designing specific aspects of the product vision, user journey and business model. These sessions were in person or in a hybrid online/offline setting. I captured all the ideas generated in a long list on FigJam.

A photo I took of the office whiteboard showing the output from an ideation workshop to generate ideas on monetisation approaches. 
A concept poster for the membership idea we chose to develop. The poster outlines the problem, and details on the idea, such as how it will work and who it is for.
A screenshot from FigJam where I documented the chosen idea as a concept poster, detailing how it would work and next steps.

Selection & validation

We prioritised the ideas using the parameters of feasibility and estimated impact in terms of user engagement and potential for monetisation. We focussed on developing ideas which would appeal to investors and could quickly be tested with users once funding was secured.

Development

After refining the future vision with the founders and the rest of the Djungo team, I created a new version of the pitch deck which presented the vision, proposed business model, and user journey. I also created wireframes using Figma to visualise how the app could look in future.

An early mockup of what the app could look like in future when the place elements are integrated into the app. Users can mark themselves as "Active" in a location in order to meet others.
An early wireframe for the future vision of the app, showing how users can show themselves as "Active" in a location in order to meet others nearby.
A slide from the pitch deck which the business model I created: in four columns, one for each of the four user groups we identified and a summary of the future offering.
A slide from the pitch deck which I presented to investors, detailing the business model in terms of user groups and potential revenue streams. 

Result

We used the pitch deck to test our latest thinking with the current and potential future investors. I participated in pitch meetings and was able to present the new vision and business model. The reaction was generally positive and helped us gain some additional investment.

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