Lynk - UX Case Study
Lynk is a platform designed to combat social isolation by connecting individuals with local activities and communities.
On this page
💡 The Idea
Lynk began as a project focused on addressing the growing issue of social isolation and its impact on mental and physical health, particularly among young adults transitioning into new environments. We aimed to create a platform that fosters real-world connections through shared activities.
📝 Our Goal
Minimize the stress and anxiety resulting from prolonged social isolation by providing a seamless way for individuals to find and participate in nearby activities and meet new people.
🎯 Our Focusing Themes
🤝 Connection 🧠 Mental Wellness 📍 Local Activities 🌱 Community Building❓ The Core Problem
How can we effectively connect young adults in new environments to local activities and people to combat social isolation and its negative health impacts?
🧠 My Roles
🔍 UX Research ✨ Visual Design 🧪 Usability Testing 📱 Prototyping 📊 Business Analysis📝 Our Solution
Lynk is an event organizing platform that helps people and small businesses organize and attend events in their vicinity. It is designed to reduce the stress and anxiety caused by social isolation by promoting real-world connections through local, wellness-oriented activities.
The app focuses on fostering safe, low-pressure social experiences that are easy to access and aligned with users’ emotional needs. By encouraging engagement in outdoor and group activities, the platform supports users in rebuilding routines, forming new relationships, and staying mentally and physically active.
🔍 Initial Research and Insights
We started by looking into how young adults feel and act when they're socially isolated, especially during big life changes like moving for school or work. As young adults ourselves, we brought our first-hand experiences to the table, which helped us understand what is needed to feel supported, connected, and motivated to get involved in our communities again.
Target Audience
Based on our initial research, we have identified our target market as individuals who are generally affected by poor mental health, with the following criteria:
Age Range
20-28 years. We are specifically focusing on youth on the verge of entering adulthood and its social challenges.
Target Audience Mood Board
We asked university students and working professionals from our target audience to share their thoughts and feelings about social isolation on an online mood board. It reflects their experiences and captures the essence of their emotional landscape, highlighting their struggles and aspirations.
Summarized Insights
Wants and Needs
Our target audience typically:
- Enjoys spending time with others in outdoor settings, surrounded by nature.
- Strongly values friendships and community families.
- Strives for a better work-life balance within everyday life.
- Searches for exercise tips and tricks online to maximize physical activity.
- Prefers to establish plans with other individuals before considering independent activities.
Challenges
Our target audience often faces the following challenges:
- Feelings of sadness, distress, confusion, or anger when experiencing complete isolation at home.
- Restlessness, leading to increased irritability and upset over seemingly minor things.
- Fear and worry about mental health status when situated in unknown regions for extended periods.
- Possible worsening of pre-existing health problems, such as chronic conditions, due to lack of outdoor activity and necessary exercise.
- In extreme cases, signs of severe emotional distress, such as persistent insomnia, interpersonal problems, and crippling fear as a result of prolonged seclusion from society, indicating the need for assistance.
Competitive Landscape
During our initial research, we also conducted market research to better understand our target audience and their needs. We performed a competitive analysis to identify gaps and opportunities in the market. This helped us recognize the importance of emotional design and user-centered care in creating a supportive and encouraging platform.
Competitors
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Meetup: Focuses on group activities and has introduced a personalized event recommendation model to help members discover events aligned with their interests. However, it lacks a strong emphasis on emotional support and personalized experiences beyond event recommendations.
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Citysocializer and Nextdoor: Offer local community engagement and help users connect with neighbors and local businesses. Citysocializer focuses on both in-person and virtual events, while Nextdoor is known for fostering a safe, friendly environment for neighborhood correspondence. However, these platforms do not specifically focus on emotional wellness.
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Eventbrite: A popular event management platform that allows users to create, advertise, and sell tickets for events. It provides tools for event organizers to promote their events and reach a wider audience. Eventbrite's focus is more on logistics and event management rather than user care and emotional wellness.
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Wine For The People and Clozette: Wine For The People offers wine tastings and events in an open, approachable setting, fostering a sense of community and inclusivity. Clozette, on the other hand, builds niche communities through lifestyle branding. Neither platform specifically addresses broader emotional needs or mental wellness.
While these platforms help with connections in different ways, they don't fully meet the emotional readiness, mental health, and accessibility needs of our target audience. This showed a clear gap: users need a platform that reduces social friction, supports emotional well-being, and encourages a gentle return to social life, especially after long isolation.
Key Takeaways
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Gaps in Current Solutions: Existing platforms do not fully address the emotional and mental health needs of young adults experiencing social isolation. There is a significant opportunity to fill this gap with a platform that focuses on emotional wellness and user-centered care.
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Community and Connection: Building a sense of community and facilitating real-world connections are key to combating social isolation. Users value friendships, community, and shared experiences.
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Accessibility and Usability: The platform needs to be accessible and easy to use, ensuring that users can easily find and participate in local activities without feeling overwhelmed.
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Support for Small Businesses: Lynk also provides a valuable platform for small businesses to promote their events, creating a mutually beneficial ecosystem for both users and businesses.
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Focus on Mental Wellness: Addressing mental wellness is a core aspect of Lynk. The platform aims to minimize stress and anxiety resulting from prolonged social isolation by providing a seamless way for individuals to engage in social activities.
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Local Focus: By focusing on Ontario, Lynk can leverage local resources and build a strong community within a specific geographic area, making it easier to address the unique needs of the target audience.
🔄 The Design Process
Our design process was was split into 3 iterations, We began with a low-fidelity mockup to establish the foundational concept and layout of the application. Through user testing and feedback, we identified key areas for improvement, such as the need for a more minimalistic design and better emphasis on safety measures.
In the subsequent iterations, we developed high-fidelity prototypes, incorporating user feedback to enhance the user experience and establish branding elements. Each iteration built upon the previous one, with a focus on refining the design and functionality of the platform based on user interactions and testing results. Our goal was to create a seamless and intuitive user experience that promotes mental and physical well-being, ultimately addressing the challenges of social isolation.
Iteration 1: Foundation & Initial Feedback
Our goal in iteration one was to create a solid foundation for our business idea, focusing on visual design, business, and user experience. We aimed to establish an understanding of our target audience and their needs, as well as the overall direction of our project.
- Methods:
- Conducted initial market research to identify the target audience and their needs.
- Developed a Business Model Canvas to outline the business strategy and value proposition.
- Mapped the User Flow and developed Low-Fidelity Prototypes for both web and mobile platforms to visualize the initial design concepts.
- Conducted Usability Testing and a Survey to gauge the reception of the idea and establish a basic application layout.
User Flow
Low Fidelity Prototype
Desktop Version
Mobile Version
Usability Testing
Testing Method:
- Conducted an unregulated test on Figma using simple low-fidelity (LoFi) mockups followed by a small survey.
- Most of our users were between the ages of 18 and 23, which ideally lies in our target demographic, although on the younger side.
User Tasks:
- Users were tasked with two related activities while navigating through the prototype:
- Logging into the app and signing up to attend an activity.
- Creating an activity for others to attend.
- Users had the choice of interacting with either a desktop version or a mobile version, depending on their preferred device.
Findings:
- Users were mostly able to complete the tasks and navigate the mockup with relative ease.
- Identified friction in completing tasks due to UX-related reasons, such as a lack of indicators for confirmation when joining an event.
- Some users indicated that there was too much information being presented, making the whole experience overwhelming and distracting.
Survey Results:
User Feedback:
- One user mentioned, "I'm not sure if it was just because it was a rough prototype, but the amount of information presented seemed a bit overwhelming to me. It took me aback at first and made me sort of pause before doing anything else."
- The idea received mixed receptions, with users indicating the need for more emphasis on safety and limitations during COVID-19. Another user commented, "I guess my feedback is to try and focus on what value your app brings specifically. I guess I was expecting more attention to the whole COVID limitation part. To me, it just felt like a way to create events as normal."
Design Improvements:
- Identified the need to provide information in a more minimalistic and user-friendly way.
- Recognized the need to optimize button size and design, as some users found the buttons too small.
- Considered modifying the visual layout of the application to appear more modern and friendly, including changes to spacing between headings on the menu and the overall menu design.
User Suggestions:
- Users suggested that the app should focus on creating a more minimalistic design, with less information presented at once.
- They also recommended emphasizing safety measures and limitations during COVID-19 to ensure users feel comfortable using the app.
Iteration 2: Branding & High-Fidelity Development
In our second iteration, our main focus was to define the identity and characteristics of our user persona while establishing a strong brand through visual design. Additionally, we conducted another round of user testing for our mid-fidelity prototype.
User Persona
Demeter• ∆ημήτηρ
“Goddess of grain, agriculture, harvest, growth, and nourishment.”The person is looking for opportunities to grow. They are willing to take most opportunities that offer a path for personal development. They regularly venture out to new place in search of opportunities like better working conditions, better salary, better living standards etc.
Their motivation generally comes from living in either sub-par conditions and want to grow out of it or have connections to other people who grew out of those kind conditions and want to follow their lead.
They are often independent when it comes to living and are financially stable conditions. They also show occasional interests in passions with main focus on activities that can help them grow.
How has COVID-19 impacted your lifestyle ?
“Covid has a caused a major overhaul to the way we approached finding jobs and other activities. It has certainly caused a decrease in number of opportunities.”
What are your future plans ?
“Covid has a caused a major overhaul to the way we approached finding jobs and other activities. It has certainly caused a decrease in number of opportunities.”
How do you deal with stress ?
Stress is part of life, I work then I also like to do leisure activities like gaming and going on long drives”
Branding and Visual Design:
In-progress High Fidelity Mockup:
Improved User Flow for Joining Activities
We refined the user flow based on feedback from the first iteration, ensuring that users can easily navigate through the app to find and join activities.
Adding List Attendees
With feedback from the first iteration, we added a feature to allow users to see who else is attending an activity and helping users gauge the density of crowd before signing up in concern for COVID-19. Users can also appear as anonymous to others if they choose to do so.
Usability Testing - 2
Testing Method
- We conducted another round of unregulated testing on Figma using our mid-fidelity prototype and asked users to fill out a survey, though the turnout was underwhelming. We focused on evaluating the results for our improved activity sign-up process and deferred the mobile prototype for later due to time constraints.
User Tasks
- Users were asked to perform the following tasks:
- Sign up for the app.
- Create an activity for others to join.
Findings
- Users provided very positive responses on the visual aspects of the app.
- However, users still had difficulties finding where to create and sign up for an activity.
Survey Results:
Learnings from User Feedback:
- The amount of information presented was overwhelming for some users, causing hesitation.
- Users found the buttons too small and difficult to see.
- There was confusion about the relevance of the company name and motto.
- Users expected more emphasis on COVID-19 safety measures and limitations.
- Clarity in wording is crucial, as some users found certain phrases confusing.
Improvements to be Made:
- Adopt a more minimalistic and user-friendly information presentation.
- Optimize button size and design for better visibility and usability.
- Modernize the visual layout, including spacing and menu design.
- Replace the company name and motto with a logo to save screen space.
- Emphasize the importance of user testing and clear communication.
User Suggestions:
- Focus on a minimalistic design with less information presented at once.
- Highlight safety measures and COVID-19 limitations to ensure user comfort.
- Provide better guidance and navigation within the app.
- Consider adding an optional tour for new users to help them navigate and understand app functions.
Iteration 3: UX Testing & Interaction Refinement
Our focus in iteration three was to improve the usability of key user flows based on feedback, especially the process of creating an activity. We tested a more complete desktop prototype and used structured feedback to guide design revisions.
- Methods:
- Conducted one-on-one usability testing with participants using the high-fidelity desktop prototype.
- Used Kano Model survey to assess feature expectations and categorize them by priority.
- Focused testing on how users navigated and interacted with the "Create Activity" flow.
Improved Creating Activity Flow
Split the activity creation flow into multiple pages to make the information easier for users to understand and complete.
Kano Model Survey
Kano Model Summary
- Features like the ratings system, feedback submission, and promoted events were considered mandatory by most users.
- Users also expected features common in similar platforms (e.g., notifications, friend invites).
Functional Questions Tally
| FEATURE QUESTION | I like it that way | I expect it to be that way | I am neutral | I can live with it that way | I dislike it that way |
|---|---|---|---|---|---|
| If you received in-app offers & discounts, how would you feel? | 3 | 2 | |||
| If you received app notifications, how would you feel? | 4 | 1 | |||
| If you were able to send & receive friend invite offers, how would you feel? | 3 | 2 | |||
| If you were able to share your experience with the app through feedback, how would you feel? | 4 | 1 | |||
| If you had access to a ratings system, how would you feel? | 4 | 1 | |||
| If the application was cost friendly, how would you feel? | 4 | 1 | |||
| If there were new product features and updates, how would you feel? | 4 | 1 | |||
| If you could create events through the app, how would you feel? | 3 | 2 | |||
| If you could link your social media account(s), how would that make you feel? | 4 | 1 | |||
| If you could participate in promoted events, how would you feel? | 2 | 2 | 1 |
Dysfunctional Questions Tally
| FEATURE QUESTION | I like it that way | I expect it to be that way | I am neutral | I can live with it that way | I dislike it that way |
|---|---|---|---|---|---|
| If you DID NOT receive in-app offers & discounts, how would you feel? | 1 | 2 | 2 | ||
| If you DID NOT receive app notifications, how would you feel? | 3 | 2 | |||
| If you were NOT able to send & receive friend invite offers, how would you feel? | 3 | 2 | |||
| If you were NOT able to share your experience with the app through feedback, how would you feel? | 1 | 4 | |||
| If you had NO access to a ratings system, how would you feel? | 2 | 3 | |||
| If the application was NOT cost friendly, how would you feel? | 2 | 3 | |||
| If there were NO new product features and updates, how would you feel? | 2 | 3 | |||
| If you could NOT create events through the app, how would you feel? | 2 | 3 | |||
| If you could NOT link your social media account(s), how would that make you feel? | 2 | 3 | |||
| If you could NOT participate in promoted events, how would you feel? | 1 | 4 |
Final Results Tally
| FEATURE | Exciter | Linear | Mandatory | Indifferent | Questionable | Reverse | FINAL EVAL |
|---|---|---|---|---|---|---|---|
| in-app offers & discounts | 3 (60%) | 2 (40%) | E | ||||
| app notifications | 4 (80%) | 1 (20%) | E | ||||
| send & receive friend invite offers | 3 (60%) | 2 (40%) | E | ||||
| share your experience with the app through feedback | 1 (20%) | 3 (60%) | 1 (20%) | M | |||
| access to a ratings system | 5 (100%) | M | |||||
| the application was cost friendly | 2 (40%) | 1 (20%) | 1 (20%) | 1 (20%) | E | ||
| new product features and updates | 3 (60%) | 1 (20%) | 1 (20%) | E | |||
| create events through the app | 4 (80%) | 1 (20%) | E | ||||
| link your social media account(s) | 5 (100%) | I | |||||
| participate in promoted events | 3 (60%) | 2 (40%) | M |
Final Results Summary
- Exciter Features: In-app offers & discounts, app notifications, send & receive friend invite offers, cost-friendly application, new product features and updates, create events through the app.
- Mandatory Features: Share your experience through feedback, access to a ratings system, participate in promoted events.
- Indifferent Feature: Link your social media account(s).
Usability Testing - 3
Testing Method:
- Conducted moderated user testing using our desktop prototype.
- Users were observed while completing key flows, followed by a short feedback session.
User Tasks:
- Create an account.
- Explore and join an activity.
- Create a new activity using the full creation flow.
Findings:
- Users were confused by the number of steps required to create an activity.
- The lack of visual cues and guidance during form-filling led to hesitation.
- Several users struggled with horizontal scrolling, which disrupted the flow.
- Some UI elements lacked context, resulting in questions like "What does this button do?"
Survey Results:
User Feedback:
- “I wasn’t sure if I completed the activity creation process properly. It needs more guidance.”
- “There’s a lot going on in the form. Not sure where to start or what’s important.”
Design Improvements:
- Simplified the activity creation flow by reducing input fields and grouping them logically.
- Replaced horizontal scrolling with vertical sections for better clarity.
- Added contextual indicators (e.g., tooltips, inline hints) to improve comprehension.
User Suggestions:
- Provide a progress indicator or guided steps during the activity creation process.
- Remove horizontal scroll areas and use a cleaner, stacked layout.
- Add brief explanations for form sections to reduce confusion.
Observations from directly observing users
Because of the low turnout of participants from the survey, we decided to conduct a moderated usability test with another 2 participants on video-call. We observed them as they navigated through the prototype and took notes on their interactions. This provided us with valuable insights into their thought processes and decision-making.
Navigation and Accessibility
- Confusion on how to navigate to certain sections.
- Missing logo navigation.
- Need for clearer instructions on selecting thumbnails for events.
Interface and Usability
- Interface needs better descriptions.
- Confusion about creating mechanics and labels.
- Feedback indicates confusion with unclear directions.
- Need for search history or contextual help.
- Navigation buttons need better differentiation and input capability.
Design and Content
- Flavor is inconsistent and not exciting.
- Prototype sends mixed signals.
- App organization is confusing; needs better explanation on startup.
- Payment confirmation should use a pop-up.
Final Changes before MVP
Updating the Navbar from Vertical to Horizontal
Noting from the final feedback, to improve navigation, we switched the navbar to a horizontal layout with labels visible to give users a clearer understanding of the different sections of the app.
Adding breadcrumbs to the activity creation process
After receiveing feedback from users, we added breadcrumbs to the activity creation process to help users understand their current step within the activity creation step and added a back button with label to navigate back to previous steps easily.
Payment Processor Pop-Up
Adding tooltip information for explaining tags
🏆 Final Prototype
Final Presentation
View the full presentation of the project on Youtube