Status: Available on the App Store
The GoBeep mobile app is a voice-of-the-customer and engagement platform that increases trust and intimacy between consumers and businesses by empowering users to personalize how businesses access and use their data.
I led design from research to final output; including stakeholder interviews, market analysis, personas, wireframes, visual design, and working with development to bring the product to market.
Client: GoBeep, Inc.
Role: Product Design Lead
Duration: 6 months
WHO IS GOBEEP?
GoBeep is a pre-revenue SaaS software startup that empowers consumers to connect with their favorite businesses through the power to share and revoke personal data.
What does that mean? It means that in an era in which personal data is being widely exploited, GoBeep provides a space where consumers have control over how their data is accessed and used by businesses.
GoBeep owns a patent that uses blockchain to enable the sharing and revoking of data on demand. The purpose is to hold businesses accountable for how they use consumer data.
For instance, if I found out one of the businesses with whom I've shared my data was abusing my personal information, I have the ability to completely revoke my data as a result of them violating my trust.
LET'S START WITH BEER!
To kickoff, GoBeep is starting in the craft beer space to prove product-market fit with fast sales cycles in an emerging industry.
Given the context, my challenge was to design an elegant consumer experience that accomplishes the following:
+ Facilitates increased trust between consumers and businesses while seamlessly integrating blockchain technology owned by the client.
+ Utilizes a flexible template that works across a variety of industries for future product expansion.
+ Appeals to customers in the emerging craft brewing space.
+ Conducted interviews with eight beer enthusiasts for insight on the consumer experience in the craft brewing market and how customers feel about sharing their data
+ Conducted a comparative market analysis of tools in following areas: consumer loyalty (Fivestars, Starbucks), craft beer (Untappd, Beer Menus), and business discovery (Yelp, OpenTable)
+ Customers go to specific breweries based on beer selection, ambience, and the proximity to home or work.
+ Most customers are not members at any breweries, but would like to be part of one.
+ Customers want to contribute to the industry as ambassadors for their favorite breweries.
+ Customers are finding ways to give their information to reap rewards without actively engaging with businesses.
+ Customers are more willing to share their data if it will contribute to a more personalized customer experience.
+ Goes to breweries to relax, unwind, and socialize
+ Supports his favorite spots by bringing friends
+ Likes to rotate among three of his go-to venues
+ Rarely goes to events due to poor planning
+ Doesn't mind sharing his data
+ Hates impersonal reviews on Yelp and Untappd
+ Travels to visit breweries in different cities
+ Is a member at her local brewery where she is close to the staff and other customers
+ Goes to events to support community causes
+ Enjoys sharing feedback with businesses once trust is established
+ Passionate about supporting local businesses
+ Interested in events that highlight the artistic and community bonding aspects of craft beer
+ Finds out about new places from his friends
+ Is skeptical about sharing his data
DESIGNING THE EXPERIENCE
DESIGNING FOR DATA PRIVACY & SECURITY
To facilitate increased trust, consumers are able to customize the data they share with businesses.
The challenge was communicating the ability to share or revoke data in a way that integrates elegantly with a craft beer consumer experience.
The visual template is broad enough to work across different industries, but has specialized content for consumers in the craft beer space.
The intention was to have business profiles, beer profiles, videos, and chat functionality to connect consumers with their favorite businesses. Due to budget limitations, the focus shifted towards highlighting brewery profiles as the main point of engagement.
DESIGNING FOR CRAFT BEER LOVERS
The biggest challenge was designing a data security app that integrates well with a craft beer consumer experience.
To accomplish this, It was integral to balance the data components' visual weight in proportion to the business engagement aspects.
DESIGNING A NEW WAY TO RATE VENUES
Based on a proprietary algorithm, the trust rating is a new way for consumers to rate businesses based on how comfortable they feel sharing their data with venues.
The challenge was to frame and visualize the trust rating in a way that was understandable and intriguing to the average consumer.
For an enhanced discovery experience in the app, consumers can share preferences, provide their location, and add friends to their digital community to get personalized venue recommendations.
GoBeep gives craft beer lovers a convenient and easy way to sign up and pay for memberships, which connect consumers to richer experiences with their favorite breweries.
CURATED DIGITAL COMMUNITY
Users curate their GoBeep community by creating a personalized community feed of mini-blogs in which they share their experiences with friends and businesses. This undercuts the negative effects of public reviews, including parsing through irrelevant and impersonal feedback.
Businesses provide personalized offers to incentivize craft beer lovers to engage with the app by matching them with experiences and discounts based on their preferences.
CUSTOMIZED DATA SECURITY
Users have the option to share, revoke, or adjust the data they share with breweries. This gives them the power to control how their data is leveraged by businesses and facilitates personalized consumer experiences.
STATUS & FUTURE STATE
The minimum viable product is live and available on the Apple App Store. GoBeep has plans to expand into wine, cannabis, and hospitality in the next five years.