What’s the problem?
Many young adults sets goals in their lives that they want to achieve, yet only few them manage to achieve their goals. Most of the young adults (aged 18–34) has a success rate of about 3% when it comes to achieving their goals which means that out of 100 people, only 3 will succeed.
Ever wondered what might be the reason?
Possible Reasons
Well, there are lot of factors that could affect them from achieving their goals. Most of the reasons are
No Instant Incentive
Procrastination
Low Motivation Drive
Restarting a task
The Potential Opportunity and Solution
Hustle, an intentions logging application that keeps track of all your goals and motivates users to work towards their goals and intentions by encouraging friendly competition and an element of reward.
This is a habit forming application leverages the strategies of 'The Hooked Model,' incorporating the Trigger, Action, Variable Reward, and Investment phases in loop.
The Proposed Design Solutions
Hustle's Notifications
Hustle sends notifications to users, nudging them to update their intentions at the end of the day. Hustle also nudges reminding the user why they wanted to start the goal in first place when their performance is low.
Hooked Phase : Trigger
Usability Testing Results
Success Rate : 100%
Ease Rate : 10/10
Confidence Rate : 9.8/10
Intention Logging
Hustle provides users with a CTA in home page which allows them to log in their goals or intentions alongside with required fields. One of the required fields involve them providing a reason why they wanted to start this goal.
Hooked Phase : Action
Usability Testing Results
Success Rate : 100%
Ease Rate : 10/10
Confidence Rate : 10/10
Claiming Reward
Hustle rewards the users with a Fortune Cookie when they log their first intention. Later on the users need to top the Leaderboard 3 times to claim another Fortune Cookie.
Hooked Phase : Variable Reward
Usability Testing Results
Success Rate : 100%
Ease Rate : 9.8/10
Confidence Rate : 9.7/10
Checking Progress
Hustle tracks all the activity based on user's input. It provides details of streak maintained, days skipped and days remaining.
Hooked Phase : Investment
Usability Testing Results
Success Rate : 100%
Ease Rate : 9.7/10
Confidence Rate : 9.6/10
The Design Process
I made use of Build, Measure & Learn framework. The process is all about learning fast, so you can build fast.
The overall purpose of the cycle is to “Minimize the total time through the loop”.
Hooked Model
At the same time, I leveraged the hooked model which focuses on habit forming applications to make achieving the goals or intentions sustain for longterm.
The overall purpose of this model is to increase user engagement by subtly influencing their behavior and making them to return and use those products over and over again.
Research and Findings
To gain a deeper understanding of the issue, I went with secondary research and I interviewed five young adults who shared their challenges in consistently working towards their goals.
Common challenges they share are lacking motivation due to no instant rewards, procrastination, a lack of clear goals, negative mindsets, constant distractions, and inconsistent routines.
These insights lead me to the ideation process. I created a storyboard and identified key features using the KANO model. Then, I applied the MoSCoW Methodology to prioritize these features, categorizing them into Must-Have, Should-Have, Could-Have, and Won't-Have. This structured approach established a strong foundation for the entire project.
Usability Test Findings
After conducting the usability testing with 5 participants, I gained their view on the application and what were the pain points as they interact with the prototype.
Key Takeaways
Employing a systematic approach involving the Build, Measure, Learn framework is a key essential for Rapid experimentation with new ideas to validate market fit.
Making use of the Hooked model, facilitates the development of the product which could sustain the behaviors for longterm.
Utilizing prioritization methods like the KANO cards and the MoSCoW helps in focusing on the most crucial features, results in creating a tailored product to solve the core problems effectively.
Conducting a thorough usability testing during the design process is essential for refining the application. This ensures the app's functionality and user-friendliness, allowing to find pain points from users which can be solved in other iterations.