Product Design Case Study

Context

In the fast-paced digital environments of modern life, those who truly matter to us can often get lost amidst a sea of notifications. With so many apps competing for attention, how can we create a gentle reminder to check in with our special connections?

The issue

The challenge was to create an app that encourages meaningful social interaction without demanding too much from its users.

Various cellphone screens showcasing the app

Research Goals

Initially, the goal was to understand whether the audience would prefer this app to act as a relationship app or not. Secondly, what elements would attract or repel users to these types of applications?

The initial research included auditing popular relationship apps like Tinder, Hinge, and Bumble, as well as messaging apps with social-relationship interactions such as the Chinese app Soul, the popular messaging app WeChat, and the relationship-focused app Paired.

Next, we examined how these apps connect with their audiences. While the results consistently showed that people feel burned out by the fleeting nature of dating apps, one positive finding was the successful use of gamification. Users noted that while dating apps tend to gamify experiences negatively, the principles of gamification were also what attracted them to these platforms.

Insights collected from user interviews were grouped to highlight similar responses.

This infographic was designed to map the research journey, highlighting key learnings and pivotal shifts for stakeholders.

Meet the Users

The entire process encompassed four stages of user research: one initial phase to understand the landscape and three others during various ideation and testing phases.

‍New users were introduced at each stage, while a few participants remained throughout the process to track the evolution of their reactions to the findings.

Based on the insights from the initial research, we began categorizing users by how much they used and/or trusted dating apps and how strongly they identified as gamers.

This chart illustrates how users identified their relationship to dating apps and gaming in general.

Synthesis & Insights

The initial user interviews during the landscape discovery and early ideation phases led to three key insights that guided the entire process:

A quick snapshot of the synthesis process: collecting and grouping user feedback, mapping feedback to screens, and deriving insights.

Meta Insight 1

People were more interested in nurturing their existing relationships
than forming new ones.

How might we create a system where maintaining a connection is as exciting as forming a new one?

Meta Insight 2

Users felt that adding game-like elements—such as challenges and rewards—to ordinary social interactions could keep them engaged, but these features shouldn’t complicate their existing communication habits.

How might we add gamification that feels fun yet effortless and leads users to clear goals?

Meta Insight 3

A major drawback of new apps is the added workload they bring, rather than enhancing existing tools.

How might we make connecting with people digitally more natural and effortless?

Ideation & Prototyping

gamification, integration, and simplicity.

The ideation process involved multiple rounds of sketching and brainstorming. Each iteration of screen design fidelity was followed by quick user testing and feedback sessions.

During this process, the idea of taking care of a virtual plant shared between two users was germinated. This concept struck the right balance of gamification—motivating users without taking too much of their time—while integrating seamlessly into their routines.The HMWs (How Might We questions) provided a foundation to explore solutions focused on

The progression from low-fidelity to mid-fidelity and high-fidelity screens.

A system map was developed to identify the necessary features for the app’s ecosystem. Using the MoSCoW framework, we were able to decide in which features to be prioritized for the MVP version.

This system map provides an overview of all the features proposed for the app, highlighting those prioritized for the MVP.

Branding

Given the project timeline, in-depth branding was not a priority. However, the app’s focus on nurturing relationships to strengthen their roots inspired the seamless birth of the name Rooted.

A snippet of the lean branding and design system developed for Rooted.

The Solution

The solution was to create an app where two users collaboratively care for a virtual plant representing their relationship. It supports all types of relationships, not just romantic ones, and users can maintain multiple plants in their "garden." Plant growth reflects how much care the relationship has received. The MVP version included the following main interactions:

Feature 01 - My Garden

The "home" of Rooted is a customizable greenhouse where users can place their plants alongside decorations purchased with points earned by nurturing their connections.

Feature 02 - Sunlight

This is the simplest interaction, allowing one user to notify the other that they’ve been thinking about them—a short, sweet gesture of affection.

Feature 03 - Watering

A few times a day, the plant requires watering. This prompts the user to send a message to their connection. Once the recipient responds, the action is completed, earning points for decorations and promoting plant growth.

Feature 04 - Giving Vitamins

Once a day, users can enrich plant growth by sharing rich media—photos, videos, or voice notes—with their connection.

Feature 05 - Magic

For in-person interactions, a Bluetooth-enabled feature gives a boost to the plant’s growth, adding a special shine and earning extra coins.

Supporting Screens

Additional screens were created to showcase app functionalities, including user profiles with shared files, a plant statistics page (tracking streaks, actions, and medals), a shop for decorations, and a mini-game for exchanging messages and answering questions.

Profile page screen – Plant status screen – Shop screen – Messaging game screens

User Reaction & Next Steps

The prototype was well-received, with users praising its intuitive design and small animations while interacting with the plants. Many users expressed interest in customization options for their relationships and gardens and were intrigued by how the plant evolves as it grows.

Next Steps:

The next steps are divided into two main focuses. The first is developing a library of assets to expand customization options, enhancing user personalization. The second is exploring monetization strategies to introduce meaningful purchasable resources that align with the app's core goal of encouraging users to deepen their relationships without compromising its purpose.

Rooted