Colony
Role
Team Lead
Presentation Designer
Interaction Designer
Design Strategist
disciplines
Design Management
Service Design
Industry
Content
Year
2024
team
Miao Hu
Julia Gralki
Chandhana Rao
Jonathan Trimble
Shijun Li
overview
Colony is a multi-sided platform that connects users with other users and local businesses through outdoor activities, incentivizing a healthy lifestyle and human connection.
The Problem
In today’s world, more people express a desire to spend time outdoors, yet daily habits and digital distractions keep them inside. Our team identified this gap through extensive research and designed a digital platform that transforms intention into action.
This platform connects users with like-minded individuals for outdoor activities—whether it’s a yoga class, a group hike, or a local cycling route. Additionally, it fosters partnerships with local businesses by offering sponsored challenges, rewarding users with exclusive perks for their participation. By combining community-driven engagement with business incentives, our solution encourages a healthier, more active lifestyle while supporting local economies.
The solution
We started by researching the outdoor recreation industry in depth by using methods such as PESTEL, Sswot and global trend research. We then developed our concept based on a market gap identified during the research phase. We proceeded to test out concept with users before developing our final deliverable.
During the research phase, we conducted thorough secondary research to fully understand the industry landscape. We developed a detailed PESTEL analysis, and created an sSWOT framework to understand the current state of the industry. We then conducted various interviews with members of the target customer segments, as well as launched a survey that got over 130 responses. This provided us with a complex mix of qualitative and quantitative data. We compiled over 1000 raw data points, which we grouped into 108 themes, derived 39 driving ideas, and finally generated 13 key insights. We selected the five most relevant insights and used them as the guiding blocks for our ideation.
user archetypes
partner archetypes
After synthesizing and affinitizing our research, we moved onto defining the opportunity space. We wanted to connect users with local partners. We segmented end users into four archetypes; Lone Wolf, Worker Bees, Social Butterflies and Couch Koalas. We decided to design for this last group, since they presented the most challenging barriers for entry.
We also looked at our partners and identified the two groups we wanted to target. We defined them as Mentors, usually independent outdoor enthusiasts (yoga teachers, hikers, etc.), and Local Legends, who we defined as local, small business owners.
We also conducted a thorough competitor analysis using tools such as the Blue Ocean Canvas. This allowed us to understand how our concept compared to existing offerings. Through an ERIC analysis, we identified areas in which we could excel and offer unique value to users, and other areas that were not critical for success.
Blue Ocean Canvas
Our 3 value pillars, and how our ideas relate to each of them
We utilized the insights we generated at the end of our research phase as the guide for our ideation. We generated multiple How Might We questions based on each of the insights and collectively came up with over 540 ideas. We affinitized them, and identified key themes. We mapped these broader themes on our value pillars to ensure alignment.
We then used a 2x2 matrix with impact and time as the parameters to map out the ideas. We prioritized ideas that had a high impact and low time implementation requirement. We used this framework to create a roadmap for how the rest of the ideas would be implemented over time.
2x2 matrix mapping ideas using time and impact as parameters
We utilized the insights we generated at the end of our research phase as the guide for our ideation. We generated multiple How Might We questions based on each of the insights and collectively came up with over 540 ideas. We affinitized them, and identified key themes. We mapped these broader themes on our value pillars to ensure alignment.
We then used a 2x2 matrix with impact and time as the parameters to map out the ideas. We prioritized ideas that had a high impact and low time implementation requirement. We used this framework to create a roadmap for how the rest of the ideas would be implemented over time.
Card Sorting Sessions
For the final prototype, we focused on platform usability and addressing user need and wants, identified through our secondary and primary research. Some of the most critical features are highlighted below.
Interactive map
Thanks to multiple rounds of user testing, we learned that our users want a map interface to find events and activities in their area. Similar to Google Maps, Colony shows key information about an event or challenge at one glance. If users are interested in learning more, they can see the detailed view. The reward is prominently featured next to the name of the challenge.
“I want to see suggestions for activities in my selected area, especially when traveling.”
-participant 1
event filter
Colony offers four different ways to filter for events: duration, location, mentor-led, or with a team. This allows users to find events they’re actually interested in attending. For example, user testing revealed that users want to see events that fit into everyone’s schedule, so we included a duration filter.
“Commitment is like a big thing. Low commitment activities can be useful.”
-participant 2
buddy system
The buddy feature is at the core of Colony’s mission: We want to motivate people to go outside, together. Outdoor activities are always more fun with other people and making or seeing friends while exercising is a huge motivating factor, so we created a feature that helps users hold each other accountable.
“Having friends that want to [accomplish] those goals and adventures with me definitely motivates me.”
-participant 3
progress tracking
Progress tracking is another feature with the goal of motivating users to get outside. Users can sign up for challenges they’re interested in and use the app to keep track of their progress towards their goals. They can also invite buddies to tackle challenges together.
“I would like to have regular check-ins to assess progress and address concerns.”
-participant 4
Wanna see more?
Check out our entire process book below
Process Book