VWorld

empathize

Ideate

Prototyping

release and marketing

prototype

The social network that transforms the digital landscape into a social game.

Project type: Spin-off application project

Overview: In response to the decline of BeReal, VWorld emerges to reignite global interest, establishing a strong community through daily challenges that connect users worldwide. This app reinvents online interactions, promoting a social game that redefines activity on social networks.

Role: UX/UI & Product Designer

Tools: Figma, FigJam, Tally, Canva, Notion, Paper, and Pen

Duration: Q1 2024

Project prototype test

The problem of BeReal

BeReal captured attention in 2022 by offering a genuine and spontaneous alternative in a digital world saturated with curated content. Its unique mechanic of taking and sharing unfiltered photos at random moments, along with the absence of advertising and a strong community focus, allowed it to experience exponential growth. This innovative approach earned it the title of iPhone App of the Year, reaching a peak of 73.5 million active users in August 2022.

However, since the beginning of 2023, the app has shown signs of stagnation and decline. The number of active users drastically dropped to 18 million in just one year, representing a 75.51% decrease from August 2022 to August 2023. Since then, BeReal’s user count continues to decline, though I don’t have exact figures to quantify it.

Several factors contributed to BeReal’s decline. Among them, the emergence of similar features in competitors like Instagram and TikTok (e.g., TikTokNow) has affected BeReal’s novelty.

Sin embargo, desde inicios de 2023, la aplicación comenzó a mostrar signos evidentes de estancamiento y decrecimiento. El número de usuarios activos se redujo drásticamente a 18 millones en solo un año, lo que representa una disminución del 75.51% desde agosto de 2022 hasta agosto de 2023.Desde entonces, la cantidad de usuarios de BeReal sigue disminuyendo, aunque no dispongo de cifras exactas para cuantificarlo.

Varios factores han contribuido al declive de BeReal. Entre ellos, la aparición de funciones similares en competidores como Instagram y TikTok (por ejemplo, TikTokNow) ha afectado la novedad de BeReal.

(Increase in DAU from its launch to its peak, and decline from the peak to now, 2024)

The lack of new features and an unconsolidated business model have made it difficult to retain users and generate effective revenue. Currently, BeReal is sustained by €55 million in funding obtained at the end of 2022, but it still needs to find a sustainable way to finance itself in the long term.

Currently, BeReal faces a critical challenge. Its future success depends on its ability to adapt, innovate in its offerings, and establish a business model that supports its values of authenticity and community focus.

La ausencia de nuevas features y un modelo de negocio consolidado han dificultado tanto la retención de usuarios como la generación de ingresos efectiva. Actualmente, BeReal se sostiene gracias a una financiación de 55 millones de euros obtenida a finales de 2022, pero todavía debe encontrar una manera sostenible de autofinanciarse a largo plazo.

Actualmente, BeReal se enfrenta a un desafío crucial. El éxito futuro de BeReal depende de su habilidad para adaptarse, innovar en su oferta y establecer un modelo de negocio que sustente sus valores de autenticidad y enfoque comunitario.

The solution

As an innovative extension of BeReal, I propose launching VWorld, an app designed to inject fun and unity among users globally. VWorld amplifies BeReal’s authenticity with a playful and community-focused approach.

VWorld turns each day into an adventure with random challenges that can be enjoyed individually or in groups, fostering a social avalanche that motivates more people to join. This platform encourages users to step out of their comfort zones, creating a vibrant and active community.

The app invites participation in daily challenges, promoting global connection and alluding to the fame of Pokémon Go, which united millions in a shared experience. VWorld seeks to generate a similar impact with challenges that inspire and connect people.

The name "VWorld" combines "versus" and "world", reflecting its essence of a global challenge. Although it wasn’t specifically designed for creators and businesses, those with a large audience can use VWorld to expand their reach in new and different ways.

Designed so that anyone can go viral by pushing challenges to the extreme, VWorld encourages creativity and authentic interaction, distinguishing itself from other platforms.

Como una innovadora extensión de BeReal, propongo el lanzamiento de VWorld, una aplicación diseñada para inyectar diversión y unidad entre los usuarios a nivel global. VWorld amplifica la autenticidad de BeReal con un enfoque lúdico y comunitario.

VWorld transforma cada día en una aventura con retos aleatorios que pueden disfrutarse individualmente o en grupo, fomentando una "avalancha social" que motiva a más personas a sumarse. Esta plataforma incita a los usuarios a salir de su zona de confort, creando una comunidad vibrante y activa.

La aplicación invita a participar en desafíos diarios, promoviendo la conexión global y aludiendo a la fama de Pokémon Go, que unió a millones en una experiencia compartida. VWorld busca generar un impacto similar con retos que inspiran y conectan a la gente.

El nombre "VWorld" combina "versus" y "world", reflejando su esencia de desafío global. Aunque no fue diseñada específicamente para creadores y empresas, aquellos con una gran audiencia pueden usar VWorld para expandir su alcance de manera nueva y diferente.

Diseñada para que cualquier persona pueda volverse viral al llevar al extremo los retos, VWorld fomenta la creatividad y la interacción auténtica, distinguiéndose de otras plataformas.

Empathize

Questionnaire + Validation

A questionnaire with essential questions for the app’s development was designed. This was distributed using the Tally platform, chosen for its ability to offer attractive data visualizations and ease of response, aspects that favored effective participation from respondents.

We collected 50 responses, with an average age of 25 years, providing a representative sample of the project’s target audience. This survey has been crucial not only for analyzing user needs and preferences but also for validating the app’s initial hypotheses, guiding the project’s future directions.

Key Data from BeReal

Validation Data

Conclusion

The survey validated the main idea of gamifying the BeReal experience. Making connecting and sharing on the platform more fun and engaging. To give it an extra twist, the random personalized notifications will be maintained to encourage users to participate in spontaneous and predefined activities.

User Persona

The User Persona was created by channeling all the information obtained from the competitor analysis and the survey responses, thus generating a User Persona. This was the fundamental basis for the following ideation and development phases of the project.

This User Persona combines elements of proto-personas, quickly created from existing knowledge about the target audience, as well as the questionnaire, making it a data-driven User Persona. This allowed us to draw two important conclusions: the motivations of the users and their needs, essential information for creating the perfect early adopter and for the project in general.

How Might We...?

From the beginning of the VWorld project, the central idea was to gamify BeReal to create a "social avalanche" while generating content and strengthening the community. However, to ensure that all possibilities were explored, the HMW strategy was adopted, allowing us to identify and evaluate different proposals.

Despite the various options explored, we ultimately decided to implement a gamification system directly in the BeReal app. This approach was chosen because it aligned perfectly with the goal of encouraging continuous and meaningful engagement from users, avoiding the superficiality typical of conventional notifications and maintaining the authentic value promised by BeReal.

The decision to integrate gamified challenges not only aims to offer fun and entertainment to users but also promotes deeper and more authentic interactions, encouraging the exchange of valuable feedback within the community. With this strategy, VWorld strives to redirect the trend of seeking approval on social networks towards a dynamic of mutual support and authenticity, essential elements for cultivating a strong and active community.

Desde el inicio del proyecto VWorld, la idea central era gamificar BeReal para crear una "avalancha de personas", al tiempo que se generaba contenido y se fortalecía la comunidad. Sin embargo, para asegurar que se exploraran todas las posibilidades, se adoptó la estrategia "HMW", que permitió identificar y evaluar diferentes propuestas.

A pesar de las diversas opciones exploradas, se decidió finalmente implementar un sistema de gamificación directamente en la aplicación de BeReal. Este enfoque se eligió porque alineaba perfectamente con el objetivo de incentivar un compromiso continuo y significativo de los usuarios, evitando la superficialidad típica de las notificaciones convencionales y manteniendo el valor auténtico prometido por BeReal.

La decisión de integrar desafíos gamificados no solo busca ofrecer diversión y entretenimiento a los usuarios, sino también promover interacciones más profundas y auténticas, fomentando el intercambio de retroalimentación valiosa dentro de la comunidad. Con esta estrategia, VWorld se esfuerza por redirigir la tendencia de buscar aprobación en redes sociales hacia una dinámica de apoyo mutuo y autenticidad, elementos esenciales para cultivar una comunidad sólida y activa.

Ideate

Site Map

After a card sorting and feature ideation exercise, this Site Map was designed. It acts as the backbone of the app, designed to improve navigation and facilitate access to its various features.

Based on a detailed analysis of BeReal and other social networks, the best of each was extracted to define a site that truly responds to users' needs. The resulting Site Map organizes content and features into intuitive categories, ensuring everything is at hand.

This approach ensures that the user experience is smooth and natural, promoting organic and consistent interaction with the app.

Tras un ejercicio de clasificación de tarjetas e ideación de features, se logró diseñar este Site Map. Este actúa como la columna vertebral de la app, diseñado para mejorar la navegación y facilitar el acceso a sus diversas funciones.

Basándo en un análisis detallado de BeReal y otras redes sociales, se extrajo lo mejor de cada una para definir un sitio que realmente responde a las necesidades de los usuarios. El Site Map resultante organiza el contenido y las funciones en categorías intuitivas, asegurando que todo está al alcance de la mano.

Este enfoque permite asegurar que la experiencia del usuario sea fluida y natural, promoviendo una interacción orgánica y constante con la app.

Task Flows

Different task flows were created, which are crucial for the user experience. In this case, two examples: the process of adding a friend and the process of completing a challenge.

Both task flows ensure that all the necessary screens for that task are designed and that the user is efficiently guided through each of the steps needed to complete these tasks.

Se idearon diferentes task flows, estos son cruciales para la experiencia de usuario, en este caso 2 ejemplos: el proceso de agregar a un amigo y el proceso de realizar un reto.

Ambos task flows garantizan que se hayan diseñado todas las pantallas necesarias para esa Task y que se dirija al usuario de manera eficiente a través de cada uno de los pasos necesarios para completar estas tareas.

Prototyping

Mood Board

For the app’s mood board, elements that evoke action and alertness were selected, using yellow and orange colors, typical of warning signs. This allows it to stand out from the black and white tones used by BeReal, maintaining the same harmony but adding more strength, aggression, and personality.

Regarding typography, we chose to use the same as BeReal, Inter, along with iOS's native typography, to ensure consistency and readability on Apple devices.

Para el mood board de la aplicación, se seleccionaron elementos que evocan acción y alerta, utilizando colores amarillos y anaranjados, típicos de señales de advertencia. Esto permite diferenciarse de los tonos blancos y negros utilizados por BeReal, manteniendo la misma armonía pero agregando más fuerza, agresividad y personalidad.

En cuanto a la tipografía, se optó por utilizar la misma que BeReal, Inter, además de la tipografía propia de iOS, para asegurar coherencia y facilidad de lectura en dispositivos Apple.

Logo

Initially, the app was not directly related to BeReal, although it was going to integrate essential features of BeReal. However, after a deeper analysis, it was decided to join BeReal's branding, following its design line and simplicity to ensure consistency and recognizability in the market.

The creation of the logo was quite straightforward: starting from BeReal’s original logo, we tried to incorporate the idea of alertness. After several designs, we decided to use the same logo as BeReal but with colors that suggest alertness, achieving harmony between the two apps and communicating to users that both are part of the same group.

Hi-Fi Wireframes

In the hi-fi wireframes, the home and friends pages are presented. Maintaining a style close to BeReal, redesigns were made in certain areas to optimize the user experience. This approach, based on detailed research, makes it easier for regular BeReal users to adapt quickly and naturally to this new app.

Following BeReal’s model, the app is designed exclusively for mobile devices, taking advantage of the immediacy required to complete challenges and navigate the feed.

En los hi-fi wireframes se presentan las páginas de inicio y de amigos. Manteniendo un estilo cercano al de BeReal, se realizaron rediseños en ciertas áreas para optimizar la experiencia del usuario. Esta aproximación, basada en investigación detallada, facilita que los usuarios habituales de BeReal se adapten fácilmente y de manera natural a esta nueva aplicación.

Siguiendo el modelo de BeReal, la aplicación está diseñada exclusivamente para dispositivos móviles, aprovechando la inmediatez requerida para realizar los retos y navegar en el feed.

Release and Marketing

What will the marketing need to be like?

To ensure the success of VWorld, as happened with BeReal, a significant investment in digital marketing and social media strategies is essential. This investment should focus on attracting new users. The more users involved, the greater the domino effect, encouraging others to join.

However, this time, the advertising should focus on presenting BeReal in a more educational and engaging way for the audience. While BeReal is designed for real and non-superficial people, VWorld focuses on individual creativity, manifested in how users approach daily actions, turning them into something extraordinary, strengthening the community. The idea is to show that everyone has the ability to go beyond their comfort zone, promoting an environment where both authenticity and personal inventiveness are celebrated.

Growth Phase

Focus on word of mouth: Encourage current users to invite friends and family to the platform (there will always be a modal on the friends page to easily share the app).

Collaborations with influencers: Form partnerships with authentic personalities that resonate with BeReal’s target audience to produce content that generates recognition and expands the app’s reach.
Social media/email campaigns: Use platforms like Instagram and TikTok to deploy both paid and organic campaigns, highlighting authenticity and unique features of BeReal. Also, use BeReal’s user database to run email marketing campaigns.
Events and contests: Organize virtual or in-person events to encourage user participation and enthusiasm, reinforcing the community around BeReal.

User Retention

Variety of challenges: Introduce new challenges so that both introverted and extroverted individuals can participate.

Interactive features: Implement options like chats, allowing users to share challenges from the feed with friends.
Recognition and rewards: Offer prizes for active participation and meaningful contributions to the community.
Leaderboards: Incorporate a ranking system to motivate competitiveness among friends and globally. This element is based on the Loss Aversion Bias, which encourages users to avoid losing their ranking position. This pushes them to participate more actively and adopt strategies to prevent being surpassed, increasing their engagement with the app.

Strategic Partnerships

This point is key to the development and expansion of VWorld. Collaborating with brands allows the integration of specific challenges within the platform, without users directly knowing they are participating in a marketing campaign. This enables a significant source of investment without altering the essence of the app or relying on conventional advertising. These strategic partnerships not only generate income but also enrich the user experience by providing varied and challenging content that keeps their interest and engagement with the app.

Feedback and Continuous Improvement

Feedback Mechanisms: In-app surveys, group dynamics, and analysis of comments in app stores.

Post-Launch Research: Active monitoring of feedback on social media, where users often share experiences and suggestions informally. Analysis of social media comments to better understand public expectations and potential improvements.
Response to Feedback: A team dedicated to product improvement based on user suggestions and feedback.