Project Overview
Sawa is a social dining app that helps groups decide where to eat—sounds simple, right? But when you're dealing with group decision-making, nothing is ever simple. I led the UX research and design for both the app's onboarding experience and the marketing website that introduces new users to the concept. This was about understanding how people make group decisions and designing an experience that makes that process actually enjoyable.
The User Research Challenge
The biggest challenge was understanding the psychology of group decision-making. I needed to figure out why people get frustrated when trying to decide where to eat with friends, what makes them give up and just go with whatever someone suggests, and how to design an experience that keeps everyone engaged in the decision-making process.
Research Methodology
I conducted a mix of user interviews, diary studies, and usability testing. I spent time with different types of groups—friends, families, coworkers—watching how they naturally make decisions about food. I also analyzed existing apps in the space to understand what was working and what wasn't. The key insight came from understanding that group decision-making isn't just about the final choice—it's about the journey and the social experience.
Key User Insights
- Decision Fatigue: Groups often get tired of debating and settle for mediocre choices just to end the discussion
- Social Dynamics: People are reluctant to veto others' suggestions, leading to unsatisfying compromises
- Time Pressure: When people are hungry, they make decisions quickly and often regret them later
- Information Overload: Too many restaurant options can paralyze decision-making rather than help it
Persona Development
I developed personas based on decision-making styles rather than demographics. There was "The Decisive One" who gets frustrated when others can't make up their minds. Then there was "The People Pleaser" who goes along with whatever the group wants. And finally, there was "The Foodie" who has strong opinions but doesn't want to seem pushy. Understanding these dynamics was crucial for designing the right experience.
Design Solutions
- Progressive Disclosure: Instead of overwhelming users with all options at once, I designed a step-by-step decision process
- Social Voting System: Created a voting mechanism that feels fun and engaging rather than confrontational
- Smart Defaults: Built intelligent suggestions based on group preferences and past behavior
- Onboarding Flow: Designed a first-time user experience that teaches the concept through doing, not just explaining
Marketing Website UX
The marketing website was just as important as the app itself. I needed to explain a completely new concept to people who had never heard of social dining apps. I used storytelling and interactive elements to help users understand the value proposition before they even downloaded the app.
Testing & Iteration
I tested the onboarding flow with real users, watching them try to understand and use the app for the first time. I iterated on the copy, the flow, and the visual design based on what I observed. The key was making the experience feel intuitive and fun, not like a chore.
Results & Impact
The new onboarding flow increased user retention by 35% in the first week. The marketing website conversion rate improved by 28%. Most importantly, users reported that the decision-making process felt more enjoyable and less stressful. The app wasn't just solving a problem—it was making the experience of choosing where to eat actually fun.
Key Learnings
This project taught me that great UX isn't just about making things easy to use—it's about understanding the emotional and social aspects of the problem you're solving. When you're dealing with group dynamics, you need to design for the psychology of the group, not just the individual user. The most successful solutions come from understanding the human experience behind the technical problem.
