Creating UX Strategy for a new application

year

2021

role

UX Strategist

company

Glitterbrainz

The challenge

Creating UX Strategy for application for people who want to know their sexual needs and desires better.

Creating a Provisional Persona 
and Problem Statement

Problem Statement (first attempt)

Young professional women like to have a good quality of sex life and find it hard to talk about their sexual needs with their partner but want to see how to communicate with each other. 

Initial Value proposition (first attempt)

Application for people who want to know their sexual needs better and want to start a communication about their sex life. 

Provisional persona

Customer discovery

I hope to find potential customers by reaching out to Facebook groups about sexuality where women are open to talk about their sex life,or Messenger asking friends or colleagues. 

I will conduct my interviews remotely – possibly using Zoom or Skype.

Screener Questions (1st draft)

1) Do you want to know more about your sexual needs and desires?

Interview Questions (1st draft)

  1. Do you consider yourself as a person who is open about sexuality?  ( yes / no ) 
  2. Do you wonder about the state of your sex life? ( yes / no )
  3. Do you think your sex life is fulfilling? ( yes / no )
  4. How important is good quality sex for you? (very important / important / rather important / not important)
  5. How often do you think about your sexual needs? ( very often / often / sometimes / not at all) 
  6. Do you consider yourself as a person who is aware of your sexual needs? ( yes / no )
  7. Do you want to know more about your sexual needs and desires? ( yes / no )
  8. What do you want to know about your sexual needs? ( what turns me on / what fantasies I have / what I do or don’t like about sex / or do you have another )
  9.  Do you feel comfortable communicating your wants and needs with your partner? ( yes / no )
  10. What makes communicating comfortable?  / What makes you uncomfortable?  
  11. Do you express your sexual needs face to face or do you prefer online conversation? ( face to face / online conversation )
  12. If an app gave you a series of advantages and improvements in your sexual life and communication about sexual needs, would you be interested
    of using it? 
  13. If the application was paid, for example, about PLN 20 a month, would you still be interested? ( yes / no / another answer ) 

The Findings – my hypothesized customer

Validated (or Revised) Persona

Revised Problem Statement / Initial Value Proposition

Young professional women like to have a good quality sex life and want to know more about their needs and desires regarding sex life.

Application for people who want to know their sexual needs and desires better.

Conducting Competitive 
Research and Analysis

Introduction

A young, sexual woman living in Poland who likes to have good quality sex wants to know more about her needs and desires regarding sex life.

Accordingly, a competitive analysis was conducted in June 2021 to determine the viability of a smartphone application for women to find the best way to know their sexual needs and desires.

There are various applications and websites for women who want to discover what works for them, overcome sexual difficulties or become more aware of their bodies.

This analysis peered into a total of six competitors to ascertain whether opportunities exist.

The direct competitors are: OMGYES, Emjoy and Kama.
The indirect competitors are: Co z tym sexem?, Coral, proseksualna.pl

Direct competitors

Analysis

Current marketplace

In the current marketplace, we can see a rise in the number of products, both hardware and software, aimed at sexual health and pleasure. Only OMGYES provides content for women who want to find the best way to know their sexual needs and desires from three direct competitors. Emjoy and Kama applications are providing more audio-erotic content. Despite the various competitors providing a range of tools and functions for sexual being and finding pleasure, some of their tools and functions still suffer from user experience inadequacies.

Opportunities

There is huge potential for sex apps, and I do not doubt that sex apps will meet the real needs that users experience. For now, applications with audio guides and audio-erotica are definitely on top. 

 The biggest problem is that in the current marketplace, we can see only applications in English. It will be easier for women living in Poland to discover their desires, thoughts, and pleasure in polish. Naming itself is a problem, so it can be easier to know the content in the native language.

Recommendations

Research more on applications that are used in Poland. 

Focus more on content similar to OMGYES that helps sexual women to enhance their pleasure.

Looking further into how women use/search information about sexual pleasure. 

Defining the Key Features and Creating a Storyboard Showing the Narrative of the Value Innovation

This application helps young, sexual women living in Poland, who like to have a good quality sex, discover more about their sexual needs and desires.

Key features

1. Woman can choose a place in her body where she wants to explore more pleasure.

2. Can gain the tools to discover what more works for her ( arousal, attraction and desire ).

3. She can explore what feels good and why through audio and video content.

4. Can send a sex proposition related to her sexual discovery to her partner.

Storyboard

Experiment design, set-up and interview questions

Application that helps young, sexual women living in Poland, who like to have a good quality sex, discover more about their sexual needs and desires.

Intro and set-up for interviews

Intro

Hi! I’m Dagmara. I am conducting this study because my team wants to learn from Polish women how they want to know more about their needs and desires. You can help us the most by giving us honest feedback on the questions. Feel free to be critical. The recording of it is just for note-taking purposes and will never be distributed publicly. If you don’t know the answer to a question, please say so. You will be paid at the end of the interview. Thank you so much for helping us with this study.

Setup

Can you tell me how do you improve your sexual life?

Have you tried any applications or services for improving your sex life? Can you tell me about this experience?

Experiment design

Screen questions