Coupler
Coupler is an online platform that aims to increase business opportunities with startups and investors.
Responsibilities:
UIUX design / UX research
Duration:
Ongoing (Oct. 2021 - Present)
Brief
Background
In recent years, there has been a noticeable surge in the popularity of online events. A survey conducted by Statista reveals a substantial 35% increase in the preference for virtual events since 2020.
Furthermore, data from Vimeo highlights that close to 60% of virtual events are specifically organized to boost the visibility and awareness of brands, products, or services.
Problem
For early-stage startups, participating in networking or pitch events is essential for promoting their business. However, establishing investor trust and promoting the business is challenging.
For individual investors, participating in events to discover potential investment opportunities. However, the online event wasted their time and was inefficient.
Aim
To establish a user-friendly online platform that enhances business opportunities for startups and investors.
Discover
The most difficult part of building trust is taking the first step.
Entrepreneurs understand that building trust with investors is the cornerstone of successful business endeavours. However, as networking activities increasingly move online, the task becomes even more daunting. Finding effective ways to maintain and further develop these crucial relationships after virtual events is vital.
It is challenging to identify other people and be recognised.
After participating in some online networking events, we have found that one of the main pain points is the need for opportunities to present our businesses and make meaningful connections.
Typically, people share their social media links in the chatbox, but exchanging contact information with the right person is rare.
Opportunity is just close to you, but you do not know.
At in-person networking events, it can be difficult to find the right person to talk to among the large number of attendees. People tend to meet others randomly and only occasionally.
The worst-case scenario is that individuals spend money and time attending the event without gaining anything in return. However, it's important to remember that opportunities may be all around you.
Define
Insights from startup interview
After interviewing with one startup, there are some important insights:
Finding the right person interested in my business in the online event is challenging.
The online networking environment allows only one person to speak at a time.
There are few chances to promote my business, be recognised, and exchange contact information.
Who are the users?
1. Early startups who look for connections or potential business partners.
2. Individual investors who try to source potential startups in a specific field.
Reframing the problem
How might we create a better online networking experience for both sides of the table to increase business opportunities?
Develop
Prioritises Ideas
I used the Impact / Effort Matrix based on our available resources to determine which ideas to include in our first MVP.
The main feature I prioritised is the filter, which will help users find people in virtual space.
Before using the filter, users must create a profile to identify themselves and their activities. This will help others recognise them, promote their business, and find topics for discussion.
Allowing free movement in the virtual space could enhance people's engagement in conversations and create a user-friendly environment.
Information in the space
Two main parts are considered when building the entire online platform to ensure it is intuitive and straightforward: the information in the profile and how users use the platform.
The basic profile includes basic information, and we put their purpose, portfolio, and press in the critical hierarchy. After looking at the first information, those who are more interested could find more information from the detailed profile.
Make sure users follow the flow
I assume that two types of users will use this online platform. One is the attendee, and the other is the host. The attendee and the host can create their profiles after signing up or logging in to the service. And they can either enter the event or create a new one.
Guest is a unique identity in the space compared to startup and investor, and we discuss whether to make it for users. However, when users first use this service, they may think creating a profile is complicated and give up using it. We decided to develop this role so that users could join the event rapidly after seeing others have their information and still have a chance to create it.
Visual Concept (Wabi-sabi)
In our effort to cater to the needs of Japanese users as our primary target audience, we are dedicated to fostering an environment that is not only open and inviting but also all-encompassing. As we strive to achieve this vision, I have delved into the captivating concept of Wabi-sabi (侘寂), a traditional Japanese aesthetic deeply rooted in the culture.
Wabi-sabi reflects modesty and exemplifies esteemed Japanese hospitality. It is characterised by its serene and understated colour palettes, which effortlessly evoke a sense of tranquillity. With extensive research, we have pinpointed two primary colour tones that harmonise seamlessly with the tastes of our intended users: startups and investors.
Design system
As part of my responsibilities, I meticulously follow the established user flow and design system to ensure that each and every screen is thoroughly integrated into the service. This holistic approach allows me to proactively address any potential issues that may arise on the platform, thereby enhancing the overall user experience.
Final Design
Identify the right person
The filtering feature enables users to locate and connect with individuals who align with their specific roles or fields of interest. By applying filters, users can ensure that only relevant profiles are visible, while others outside of these criteria appear semi-transparent. This functionality significantly broadens networking opportunities for business growth and streamlines the process of finding suitable contacts, ultimately saving valuable time.
Move around and check other’s profile
Once users create their profiles, they can freely navigate the virtual space and interact with other users' profiles by clicking on their avatars. Upon clicking the avatars, the profile information of the respective users will be displayed. Users' curiosity can be satisfied by clicking the "more detail" button to access additional information about other users.
Showcase your business portfolio
When users create their profiles, they aim to showcase their professional image. To streamline this process, we have designed a digital business card feature. This allows users to view a live preview of their profile on the right as they make edits on the left. This ensures that what they see is exactly what other users will see.
Additionally, we have incorporated two distinct colors to clearly distinguish between startups and investors, as well as to highlight different roles within the community.
Metrics
How to measure the success of MVP?
# of the Profile view
To see how many people check others’ profiles.
# of the Advanced view
Measure whether people would be willing to contact in private
# of the Detail view
Measure how many people are curious about their business.
# of the Filter clicks
Measure this feature can help users to find the people they want to talk with.
Profile creation rate
Measure if the creation process is too complex
Profile completion time
Measure how long it takes to finish creating a profile.
Next Steps
We found an organisation hosting several social events to validate our concept and would like to try our service.
Test with 20 people:
To ensure that our service can handle multiple users without any issues, we will invite 20 people to join a test event and note any problems that arise. Our primary focus for this initial test is to ensure that our service keeps users connected without disruptions and provides clear and smooth voice connections.
Obtaining valuable feedback:
After the test event, we will survey participants' opinions about the service. Using data from our backend system, we will select two to three individuals who engage with our features the most and conduct interviews to gain deeper insights.
Adding video function:
According to a survey by Marklrtic, over 60% of marketers use videos to keep event attendees engaged. Additionally, incorporating video functionality can help build trust between startups and investors by allowing them to see and connect face-to-face, fostering a sense of safety and reducing uncertainty.