INCREASING ADOPTION
Empowering users to build communities they want to be a part of
team - 3 | role - research lead
Increasing Adoption
Decreasing stranger anxiety based on qualitative research | September to December 2025
Before
OVERVIEW
Learning the current expectations and obstacles of making new connections, we reenvisioned Jetzy to be more inviting, but also easier to bond and stay connected with likeminded individuals.
AFTER
The challenge
Limited insight into user expectations and needs created guess work in product strategy while adoption and engagement numbers continued to hit all time lows.
96%
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96%
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Why it matters?
Drop-off rates indicate revenue opportunities lost
Low engagement precedes customer churn
Gaps in user insight create guess work and development efforts misspent
BEFORE RESEARCH
GOOGLE ANALYTICS
Data showed users only interacted with profile cards above the fold. (which I hypothesize is attributed to their design).
JETZY's ASSUMPTION
Users do not scroll out of habit or lack of awareness. Users need to see all content on landing.
INITIAL ASK
Fit all features and functionality to show above the fold.
Approach
Usability
Tests
Interviews
Competitive
Analysis
Working Sessions
Design Goals
usability testing
Testing revealed pain points affecting early onboarding.
Coming
Soon!
Qualitative Interviews
Interviews uncovered the primary pain points influencing user drop-offs.
25 interviewed | 25 - 30 minute sessions
INTERVIEW FINDINGS
“It's hard picking strangers based on a closeup of what they look like without any context or purpose.”
84%
"The value is unclear."
“It's obvious that there's a social part and a discount part, but how they connect is not clear.”
72%
Key finding 1
Jetzy users do not understand the app's value or purpose within the first 3 minutes.
Key finding 2
The proliferation of dating apps and fraud schemes has eroded comfort and trust in one-on-one matchmaking features Jetzy used to differentiate itself on.
Instead, users now expect social activities and connections to be group engagements rather than intimate one-on-ones--perceived for dating.
Personas Identified
activity Seeker
hoping to casually join events with others without coordinating then whens, whos, and whats
Clan finder
looking to connect with likeminded crew to bond with over time
competitive Analysis
Standouts
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Travel Gamification Tiers
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Social Proof
Standouts
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Activity Coordination Facilitation
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Group Activity Focus
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Interest-based communities
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Social Proof
Standouts
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Itinerary Recommends & Planning
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Detailed Booking Flows
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Social Proof
Design Goals
The outcomes were prioritized to solve for the following major user pain points.
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Lack of trust
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Stranger anxiety
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One-on-one connections perceived for dating
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Lack of brand visibility
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Unclear value
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Challenging onboarding
Pain points
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Social proof to build credibility
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Fostering interest-based and community connections
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Social Media Outreach
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Personalization for relevant content and deals
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Guided onboarding
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Gamification to reward create engagement habits
Proposed solutions
Check out some of the solutions
Visual updates
+ social proof
to reinforce a sense of trust
+ interest-based communities
fostering group connections and interactions
92% preferred
+ Social Media Ads
marketing outreach for Jetzy's top valued offerings
+ Personalized Recommendations
to facilitate exploration of deals, activities, and other members
+ Preset Greetings
as friendly conversation starters to ease first steps, and encourage community appropriate topics
+ Rewards Program
to incentivize habit loops promoting retention
“This finally doesn't feel like a dating app. I would connect with someone here.”
76%
1900% increase in traffic
Takeaways
Track Mental Model trends
Without knowing updated user expectations, Jetzy had little insight into modernizing their product strategy.
Confirm the why
Without extracting root causes, user qualms persist, and churn continues. Solving for the why ensures we target the right problems.
Design for Trust
Users have become exponentially wary of fraud schemes. Additional indicators of social proof are non-negotiable, must haves.
Clarity is key
Users prefer more content with less visual salience made scannable.
More
Details &
Data
Research
Soon!
Coming