This is a startup we’ve embraced in its first steps and we ended up doing its branding, product, development and go-to-market strategy. Venga!, like all of our projects, starts with a in depth briefing to get to know exactly what we are delivering to whom, the Unique Value Proposition (UVP). After we are sure we understood the target customers, then all our decisions are based on a demographic / physiological analysis of these personas in the context we are relevant for them. So let’s separate this presentation in the two main blocks: (i) Briefing Summary, (ii) Brand & Product Study.
Venga! is a Social Events Marketplace where hosts and participants come together over amazing events such as themed dinners, retreats and parties. The goal of Venga! is to bring the collaborative economy to the private events segment and create a peer-to-peer community.
(i) Briefing Summary
This is a shortified version of the most relevant conclusions. Enough for you to understand the context:
This is a place to find unique activities to enjoy with interesting people. This is a Web app where hosts can create their own activities (parties, retreats, or dinners), participants can apply to these experiences, and the former can decide if the latter are accepted or not. At the end of the experience, hosts and participants can mutually rate and review each other: all the participants can see the host’s ratings and reviews (which are public), while only hosts can see participants’s rates.
To whom we want to solve something? Target
Age: From 25 to 35 (millennials); Living in big cities.
Jobs: Financial, Startups, Culture related jobs, Creative job (Artists, Marketers, Designers), Fashion related job.
Psychological: Open-minded; Single or coming together with their boyfriend/girlfriend, or recently divorced; Expats who do not have a proper circle of friend and are willing/need to meet and interact with new people; Someone who travels a lot; Someone who wants to find an escape from day to day places and people she/he already knows and isn’t finding that in bars and clubs. She/he needs something deeper and want to interact with other people in a more meaningful way, escaping from mainstream events/usual clubs/pubs.
Researching, we’ve found out a meaningful trend for our target and context:
The motto is: “Life is about the people you meet”
Which problem are we solving to our target?
- Participants: Many people want to meet like-minded individuals and clubs and mainstream events and venues are not a good environment for that.
- Hosts: Some people want to make money creating alternative activities (especially in their homes, living rooms), and they don’t have a structure to reach people and manage the logistics.
How do we intend to solve the client’s problems?
- Participants: A marketplace to find activities that favour close interaction among like minded people.
- Hosts: A marketplace where anyone can create her/his own activities, find participants for it and generate money in less time, with easy communication and a proper structure to manage the activities.
Why are we better than our competitors?
- Extreme curatorship (top-class events with great pictures taken by professionals)
- We have people-centric approach
- We will have have unique types of events (pool parties, cluedos, etc.)
- Activities are organized by mood (party, relax, etc.)
- 3 taps to book
- No chat (it causes distractions) but the participants can send messages to the host (as AirBnB does)
- We don’t charge the user to access the community
(ii) Brand & Product Study
Let’s now go through the Brand & Product Study that is the result of the briefing studying the UVP and the target:
Color + Logo
Venga! is warm, feels like action and shared moments. The Venga’s color is a mixture of red and orange. Venga’s font is a compromise between playful and solid (trustable).
* psychological and physiological effect of colors
UI > User Interface
a) The Events List
In the center (non-mobile version):
There is a navigation on top where you can choose to see either the list of all the events or the ones you booked or created (first future events, then, past events).
On the event preview we give highlight to the host and three participants’ faces. The three participants shown are selected by a scoring mechanism that relates several parameter (example: Number of friends on facebook, number of followers, interests in common). So you might see different faces from other users. The host is always identified with a golden halo which gracefully enhances his/her role in the event and in the community as a whole and generates curiosity, leading users to click/hover and access his profile, where they will find his/her events.
The events listing algorithm is based on a scoring system. The 8vectors are:
- Events where most of the people that you maybe know (have attended the same events that you had) will go
- Events in your town
- Events with the same hashtags as the previous events that you have been to.
- Events where people from the same country and city from where you come from (if you are abroad) will attend
- Events from the same host of other events that you’ve been to
- Events in the same category of the events that you’ve been to
- Events where participants that you follow go
- Events where participants that you showed more interest in (clicks and time on their profiles)
Showing the participant that have already booked an event (will be there for sure) enables a very basic psychology that makes it easier to imagine yourself there. Venga! events are all about the participants. Knowing who hosts and who is going isfundamental in choosing an event.
On the left sidebar:
Your name and your big profile picture are on the top of the sidebar. Before signing up in Venga! you are assigned a personal profile layout with a dummy profile picture, “Your Name” and a button to “Get in with FB” or with email. This is an high incentive to Sign In for the first time and to log in if you’re not logged in.
Below your profile you have the filters. They are designed to make the research of relevant events easier.
If you have not signed up for Venga! yet then you will be limited to seeing the latest 10 events taking place in your city.
b) Event Page
In the center you will find the event cover photo, name, description and pictures of participants. On the left there is your picture and bio, on the right the host’s picture and the most relevant information.
Just below the host section, you will find a large “Get me in” button with your picture embedded.
The psychology of dream: having your picture lying close to the event’s participants which is itself sided by the host is to tell you you belong in this event just as much as they do.
To further keep your event’s validation assessment you will find great quality pictures of the venue and a map of the location (which colours changed to match Venga!’s style). The general location is visible but the precise address will only become visible once you’ll have purchased your presence.
c) The People List
In the center:
There is a navigation on top where you can choose to see everyone, people who you follow or followers.
The most visible elements of the people search within the community are the name and picture for easy lookup.
On a second level the most recent events the user is attending (either future or past) show up for easy access.
On a third level you will find how engaged that person is with the community, thanks to the number of following and followers (for all the users) and rating and halo (if the user is a host).
Furthermore you can view which interests (hashtags) are interesting for the user and choose to follow that person (if not already followed the button will be more highlighted).
The people listing algorithm is also based in a scoring mechanism. The most important vector is people who attend or create future events (to generate more clicks). Other vectors are: Friends on FB, followers, same interests, same town, opposite sex (ratio 2/3).
On the left sidebar:
Your big profile image is again on the top of the sidebar.
You will be filtering people according to: (i) Location, searching for people from … in … (great for expats to meet their people in a foreign country – e.g. From Italy in London ). Then you see the events they’ll go and you immediately know the only way you can meet them: joining these events. (ii) Date range, great to find people who are attending events within a target range of dates, (iii) Hashtags.
d) The Feed
The feed will have an algorithm based on a scoring mechanism that will prioritize showing you what matters on two sets of triggers: (i) Community triggers: if someone starts following you, if a group of people you follow joins an event and if Venga! posts community news and (ii) Event triggers: if a host you follow creates an event, if a host adds pictures to an event, if a person with whom you’ve been in a past event is joining a new one.
e) Profile page
As mentioned before the host displays a golden halo around his picture and a rating in stars which reflects the consensus to his events.
The navigation bar for hosts separates events which he/she is involved in (future and past events) as a Host or as a Participant.
First shown are the events created, highlighting first the events he/she is hosting in the future and then those hosted in the past.
In this screen you will also see community engagement data such as numbers of followers and following, the follow button and the hashtags (interests).
For participants you will see the events divided into two categories: upcoming (shown by default) and past events.
Again, you will also see community engagement data such as numbers of followers and following, the follow button and the hashtags (interests).
Hope you liked Venga! We built it with huge passion.