Torch
Transforming user interaction into engagement
2024
Transforming user interaction into engagement
Torch
2024
Torch
Transforming user interaction into engagement
2024
Overview
In early 2023, I collaborated with Torch, a startup aiming to create a new social polling app, designed to spark conversation and connection through interactive polls. Tasked with delivering the MVP in just eight weeks, I served as the sole UX designer, partnering closely with strategists and interface designers to shape the product’s core experience and brand identity. My goal was to create engaging experiences on the platform; the deliverable being two user journeys and key wireframes for the app.
Overview
In early 2023, I collaborated with Torch, a startup aiming to create a new social polling app, designed to spark conversation and connection through interactive polls. Tasked with delivering the MVP in just eight weeks, I served as the sole UX designer, partnering closely with strategists and interface designers to shape the product’s core experience and brand identity. My goal was to create engaging experiences on the platform; the deliverable being two user journeys and key wireframes for the app.
Overview
In early 2023, I collaborated with Torch, a startup aiming to create a new social polling app, designed to spark conversation and connection through interactive polls. Tasked with delivering the MVP in just eight weeks, I served as the sole UX designer, partnering closely with strategists and interface designers to shape the product’s core experience and brand identity. My goal was to create engaging experiences on the platform; the deliverable being two user journeys and key wireframes for the app.
THE PROBLEM
Torch’s goal was clear: capture users’ attention in an increasingly competitive social media landscape. However, the challenge lay in developing a compelling experience from scratch, with limited resources and a tight timeline. The MVP needed to not only attract users but retain them through memorable interactions.
THE PROBLEM
Torch’s goal was clear: capture users’ attention in an increasingly competitive social media landscape. However, the challenge lay in developing a compelling experience from scratch, with limited resources and a tight timeline. The MVP needed to not only attract users but retain them through memorable interactions.
THE PROBLEM
Torch’s goal was clear: capture users’ attention in an increasingly competitive social media landscape. However, the challenge lay in developing a compelling experience from scratch, with limited resources and a tight timeline. The MVP needed to not only attract users but retain them through memorable interactions.
Creating an engaging experience from scratch
Creating an engaging experience from scratch
Creating an engaging experience from scratch
Defining the user and aligning with client goals
Defining the user and aligning with client goals
Defining the user and aligning with client goals
The client provided a few initial screen mockups to illustrate the app’s concept but hadn’t defined their target user or clarified the product’s purpose. In the first phase, we conducted strategy workshops with the client to align on their vision and establish a clear direction for the product. Working with a limited budget, this step was essential to ensure we stayed on course and avoided costly adjustments later on.
The client provided a few initial screen mockups to illustrate the app’s concept but hadn’t defined their target user or clarified the product’s purpose. In the first phase, we conducted strategy workshops with the client to align on their vision and establish a clear direction for the product. Working with a limited budget, this step was essential to ensure we stayed on course and avoided costly adjustments later on.
The client provided a few initial screen mockups to illustrate the app’s concept but hadn’t defined their target user or clarified the product’s purpose. In the first phase, we conducted strategy workshops with the client to align on their vision and establish a clear direction for the product. Working with a limited budget, this step was essential to ensure we stayed on course and avoided costly adjustments later on.
Key insight
Establishing clear user goals early was crucial for navigating conflicting stakeholder views and keeping our designs focused on the MVP’s purpose.
Key insight
Magic moments not only enhanced engagement but also distinguished Torch from more generic polling apps.
Key insight
Establishing clear user goals early was crucial for navigating conflicting stakeholder views and keeping our designs focused on the MVP’s purpose.
Everyday decisions
Facilitating everyday decision making through polling with IRL consequences. Powered by crowd-sourced experience and insight, Torch becomes a trusted companion for those "help me decide" questions
Travel
Where should I travel this year?
CELEB
What dress should I wear for the BAFTAs?
DIY
What colour should I paint my walls?
Opinions
Through polling, Torch helps you challenge, validate and refine your opinions, bias and hypothesis about trending matters and ideas shaping our world.
Culture
Who was the best musician of all time?
Society
How do you feel about the monarchy?
POlitics
Should Britain invest in renewable energy?
Everyday decisions
Facilitating everyday decision making through polling with IRL consequences. Powered by crowd-sourced experience and insight, Torch becomes a trusted companion for those "help me decide" questions
Travel
Where should I travel this year?
CELEB
What dress should I wear for the BAFTAs?
DIY
What colour should I paint my walls?
Opinions
Through polling, Torch helps you challenge, validate and refine your opinions, bias and hypothesis about trending matters and ideas shaping our world.
Culture
Who was the best musician of all time?
Society
How do you feel about the monarchy?
POlitics
Should Britain invest in renewable energy?
Everyday decisions
Facilitating everyday decision making through polling with IRL consequences. Powered by crowd-sourced experience and insight, Torch becomes a trusted companion for those "help me decide" questions
Travel
Where should I travel this year?
CELEB
What dress should I wear for the BAFTAs?
DIY
What colour should I paint my walls?
Opinions
Through polling, Torch helps you challenge, validate and refine your opinions, bias and hypothesis about trending matters and ideas shaping our world.
Politics
Should Britain invest in renewable energy?
CULTURE
Who was the best musician of all time?
SOCIETY
How do you feel about the monarchy?
Everyday decisions
Facilitating everyday decision making through polling with IRL consequences. Powered by crowd-sourced experience and insight, Torch becomes a trusted companion for those "help me decide" questions
Travel
Where should I travel this year?
CELEB
What dress should I wear for the BAFTAs?
DIY
What colour should I paint my walls?
Opinions
Through polling, Torch helps you challenge, validate and refine your opinions, bias and hypothesis about trending matters and ideas shaping our world.
Culture
Who was the best musician of all time?
Society
How do you feel about the monarchy?
POlitics
Should Britain invest in renewable energy?
Along with ideating for the name and brand values during the workshop, we came up with some key experience principles to bring the brand to life. These principles would then be applied to different parts of the user journey to enhance the experience.
Along with ideating for the name and brand values during the workshop, we came up with some key experience principles to bring the brand to life. These principles would then be applied to different parts of the user journey to enhance the experience.
Along with ideating for the name and brand values during the workshop, we came up with some key experience principles to bring the brand to life. These principles would then be applied to different parts of the user journey to enhance the experience.
Experience principles to bring the brand to life
Experience principles to bring the brand to life
Experience principles to bring the brand to life
Experience principles to bring the brand to life
Market research and setting the experience arc
The clients had conducted surveys to learn more about their audience but hadn’t yet consolidated these insights into actionable opportunities for the app experience. To build on this foundation, I conducted market research and explored relevant examples to provide a comprehensive view of the social app landscape. By documenting specific experience references, I was able to create intentional, user-focused components that simplified navigation and introduced unique, engaging moments within the app.
Market research and setting the experience arc
The clients had conducted surveys to learn more about their audience but hadn’t yet consolidated these insights into actionable opportunities for the app experience. To build on this foundation, I conducted market research and explored relevant examples to provide a comprehensive view of the social app landscape. By documenting specific experience references, I was able to create intentional, user-focused components that simplified navigation and introduced unique, engaging moments within the app.
Market research and setting the experience arc
The clients had conducted surveys to learn more about their audience but hadn’t yet consolidated these insights into actionable opportunities for the app experience. To build on this foundation, I conducted market research and explored relevant examples to provide a comprehensive view of the social app landscape. By documenting specific experience references, I was able to create intentional, user-focused components that simplified navigation and introduced unique, engaging moments within the app.
Jackbox games
Private polling
Private polling can be useful for gaming with friends, planning holidays, making everyday decisions
Jackbox games
Private polling
Private polling can be useful for gaming with friends, planning holidays, making everyday decisions
Jackbox games
Private polling
Private polling can be useful for gaming with friends, planning holidays, making everyday decisions
Jackbox games
Private polling
Private polling can be useful for gaming with friends, planning holidays, making everyday decisions
Community polling
Polling within bigger groups would be beneficial to bridge the gap between private and public communities, similar to Facebook groups and Subreddits on Reddit
Facebook groups
Community polling
Polling within bigger groups would be beneficial to bridge the gap between private and public communities, similar to Facebook groups and Subreddits on Reddit
Facebook groups
Community polling
Polling within bigger groups would be beneficial to bridge the gap between private and public communities, similar to Facebook groups and Subreddits on Reddit
Facebook groups
Community polling
Polling within bigger groups would be beneficial to bridge the gap between private and public communities, similar to Facebook groups and Subreddits on Reddit
Facebook groups
Instagram polling
Public polling
Public polling being used to gather and understand public opinions similar to X, Instagram, Snapchat etc.
Instagram polling
Public polling
Public polling being used to gather and understand public opinions similar to X, Instagram, Snapchat etc.
Instagram polling
Public polling
Public polling being used to gather and understand public opinions similar to X, Instagram, Snapchat etc.
Instagram polling
Public polling
Public polling being used to gather and understand public opinions similar to X, Instagram, Snapchat etc.
I introduced an Experience Arc with three phases—Attract, Engage, and Evolve—to guide users from initial curiosity to ongoing participation. Since I was designing the experience for the MVP version of the app it was also imperative to make it clear to the client on the aspects of the experience I would be focusing on for this phase of the project, aligning the team on which aspects of the experience to prioritise to hit project KPIs.
I introduced an Experience Arc with three phases—Attract, Engage, and Evolve—to guide users from initial curiosity to ongoing participation. Since I was designing the experience for the MVP version of the app it was also imperative to make it clear to the client on the aspects of the experience I would be focusing on for this phase of the project, aligning the team on which aspects of the experience to prioritise to hit project KPIs.
I introduced an Experience Arc with three phases—Attract, Engage, and Evolve—to guide users from initial curiosity to ongoing participation. Since I was designing the experience for the MVP version of the app it was also imperative to make it clear to the client on the aspects of the experience I would be focusing on for this phase of the project, aligning the team on which aspects of the experience to prioritise to hit project KPIs.
Voicing the importance of UX
Since this was a fast-paced project with multiple voices influencing resource allocation, I found it essential to reiterate the value of dedicating time to work on UX. Knowing that the line between UX and UI often feels a bit 'blurred' for clients, I managed to negotiate a session with the
stakeholders to go over the user journeys before proceeding to the visual language. This helped gather valuable and relevant feedback to ensure the experience was as engaging as its aesthetics.
Voicing the importance of UX
Since this was a fast-paced project with multiple voices influencing resource allocation, I found it essential to reiterate the value of dedicating time to work on UX. Knowing that the line between UX and UI often feels a bit 'blurred' for clients, I managed to negotiate a session with the stakeholders to go over the user journeys before proceeding to the visual language. This helped gather valuable and relevant feedback to ensure the experience was as engaging as its aesthetics.
Voicing the importance of UX
Since this was a fast-paced project with multiple voices influencing resource allocation, I found it essential to reiterate the value of dedicating time to work on UX. Knowing that the line between UX and UI often feels a bit 'blurred' for clients, I managed to negotiate a session with the stakeholders to go over the user journeys before proceeding to the visual language. This helped gather valuable and relevant feedback to ensure the experience was as engaging as its aesthetics.
Designing the user journey and “magic moments”
Designing the user journey and “magic moments”
Designing the user journey and “magic moments”
Creating a seamless structure
To ensure easy navigation, I mapped out a foundational journey structure, following an Ask-Answer-See-Learn-Get flow. This framework guided users through a path of curiosity, discovery, and satisfaction, embedding moments of delight at each step. By centring each screen’s function around these actions, we crafted a cohesive journey that kept users engaged.
Creating a seamless structure
To ensure easy navigation, I mapped out a foundational journey structure, following an Ask-Answer-See-Learn-Get flow. This framework guided users through a path of curiosity, discovery, and satisfaction, embedding moments of delight at each step. By centring each screen’s function around these actions, we crafted a cohesive journey that kept users engaged.
Creating a seamless structure
To ensure easy navigation, I mapped out a foundational journey structure, following an Ask-Answer-See-Learn-Get flow. This framework guided users through a path of curiosity, discovery, and satisfaction, embedding moments of delight at each step. By centring each screen’s function around these actions, we crafted a cohesive journey that kept users engaged.
Creating a narrative of Ask > Answer > See > Learn > Get
Creating a narrative of Ask > Answer > See > Learn > Get
Creating a narrative of Ask > Answer > See > Learn > Get
Magic Moments: Making polling exciting
I collaborated with our UI designer to explore and visualise multiple ways of creating an intuitive polling experience that aligned with our experience principles and was technically feasible to implement. This made sure that the experience would still be aligned with the brand's vision and is straightforward for the developers to build. Any additional opportunities were documented to be discussed with the client for future enhancements.
Magic Moments: Making polling exciting
I collaborated with our UI designer to explore and visualise multiple ways of creating an intuitive polling experience that aligned with our experience principles and was technically feasible to implement. This made sure that the experience would still be aligned with the brand's vision and is straightforward for the developers to build. Any additional opportunities were documented to be discussed with the client for future enhancements.
Magic Moments: Making polling exciting
I collaborated with our UI designer to explore and visualise multiple ways of creating an intuitive polling experience that aligned with our experience principles and was technically feasible to implement. This made sure that the experience would still be aligned with the brand's vision and is straightforward for the developers to build. Any additional opportunities were documented to be discussed with the client for future enhancements.
Magic Moments: Making polling exciting
I collaborated with our UI designer to explore and visualise multiple ways of creating an intuitive polling experience that aligned with our experience principles and was technically feasible to implement. This made sure that the experience would still be aligned with the brand's vision and is straightforward for the developers to build. Any additional opportunities were documented to be discussed with the client for future enhancements.
Answering polls: Interact with poll questions, with moments of delight that add to user engagement.
Answering polls: Interact with poll questions, with moments of delight that add to user engagement.
Answering polls: Interact with poll questions, with moments of delight that add to user engagement.
Key insight
Magic moments not only enhanced engagement but also distinguished Torch from more generic polling apps.
Key insight
Magic moments not only enhanced engagement but also distinguished Torch from more generic polling apps.
Key insight
Magic moments not only enhanced engagement but also distinguished Torch from more generic polling apps.
Key insight
Magic moments not only enhanced engagement but also distinguished Torch from more generic polling apps.
Bloomberg Coal Countdown by Algo
Wrapped design language by Spotify
Making sure data is informative, visually engaging, and playable content.
Bloomberg Coal Countdown by Algo
Wrapped design language by Spotify
Making sure data is informative, visually engaging, and playable content.
Bloomberg Coal Countdown by Algo
Making sure the data is playable content that is informative and visually engaging
Wrapped design language by Spotify
Bloomberg Coal Countdown by Algo
Making sure the data is playable content that is informative and visually engaging
Wrapped design language by Spotify
Wrapped design language by Spotify
Bloomberg Coal Countdown by Algo
Making sure the data is informative, visually engaging, and playable content.
Wrapped design language by Spotify
Bloomberg Coal Countdown by Algo
Making sure the data is informative, visually engaging, and playable content.
Seeing the results: Utilising data visualisation to be a key to Torch’s unique social platform experience. Providing users with dynamic visuals and insights once they submitted a poll, making each interaction feel rewarding.
Catering to additional scope of work
Attracting users was a top priority for the clients, making a seamless onboarding experience essential. Although onboarding wasn’t initially within our project scope, we emphasised its importance to meet our product KPIs. To address this need within our constraints, I created a basic journey for the onboarding flow, giving shape to a solid foundation for them to flesh out later. This approach allowed us to meet key business needs while maximising limited resources and time.
Catering to additional scope of work
Attracting users was a top priority for the clients, making a seamless onboarding experience essential. Although onboarding wasn’t initially within our project scope, we emphasised its importance to meet our product KPIs. To address this need within our constraints, I created a basic journey for the onboarding flow, giving shape to a solid foundation for them to flesh out later. This approach allowed us to meet key business needs while maximising limited resources and time.
Catering to additional scope of work
Attracting users was a top priority for the clients, making a seamless onboarding experience essential. Although onboarding wasn’t initially within our project scope, we emphasised its importance to meet our product KPIs. To address this need within our constraints, I created a basic journey for the onboarding flow, giving shape to a solid foundation for them to flesh out later. This approach allowed us to meet key business needs while maximising limited resources and time.
Catering to additional scope of work
Attracting users was a top priority for the clients, making a seamless onboarding experience essential. Although onboarding wasn’t initially within our project scope, we emphasised its importance to meet our product KPIs. To address this need within our constraints, I created a basic journey for the onboarding flow, giving shape to a solid foundation for them to flesh out later. This approach allowed us to meet key business needs while maximising limited resources and time.
User Personas for Alignment
Given the diversity of stakeholder views, we created personas to align the team on user goals and empathy. The primary persona was Gen Z—social media-savvy and open to new, interactive experiences. Our secondary persona represented an older demographic, adding a consistent user base to anchor engagement.
User Personas for Alignment
Given the diversity of stakeholder views, we created personas to align the team on user goals and empathy. The primary persona was Gen Z—social media-savvy and open to new, interactive experiences. Our secondary persona represented an older demographic, adding a consistent user base to anchor engagement.
User Personas for Alignment
Given the diversity of stakeholder views, we created personas to align the team on user goals and empathy. The primary persona was Gen Z—social media-savvy and open to new, interactive experiences. Our secondary persona represented an older demographic, adding a consistent user base to anchor engagement.
User Personas for Alignment
Given the diversity of stakeholder views, we created personas to align the team on user goals and empathy. The primary persona was Gen Z—social media-savvy and open to new, interactive experiences. Our secondary persona represented an older demographic, adding a consistent user base to anchor engagement.
First time user
Isabella Morgan
20 years old
My world
Wants guidance on everyday decisions
Behaviour shift
Unsure to reassured
Poll details
Public Poll
Open forum
Poll Mechanic
A/B choice
User sketches for adding context to the journeys
First time user
Isabella Morgan
20 years old
My world
Wants guidance on everyday decisions
Behaviour shift
Unsure to reassured
Poll details
Public Poll
Open forum
Poll Mechanic
A/B choice
User sketches for adding context to the journeys
First time user
Isabella Morgan
20 years old
My world
Wants guidance on everyday decisions
Behaviour shift
Unsure to reassured
Poll details
Public Poll
Open forum
Poll Mechanic
A/B choice
User sketches for adding context to the journeys
First time user
Isabella Morgan
20 years old
My world
Wants guidance on everyday decisions
Behaviour shift
Unsure to reassured
Poll details
Public Poll
Open forum
Poll Mechanic
A/B choice
User sketches for adding context to the journeys
Key Deliverables and Outcomes
Key Deliverables and Outcomes
Key Deliverables and Outcomes
Key Deliverables and Outcomes
Final Journeys and Screen Design
Mapping the key screens into the context of the two user journeys allowed us to create a narrative driven experience for the MVP. Working closely with the UI designer, I ensured that each design met accessibility and motion requirements, enhancing usability while preserving the brand’s playful essence.
Technical Collaboration
A technical definition session with developers allowed for a smooth handoff, clarifying design intentions and preempting potential build challenges. This ensured that our MVP was delivered on time with minimal need for adjustments.
Final Journeys and Screen Design
Mapping the key screens into the context of the two user journeys allowed us to create a narrative driven experience for the MVP. Working closely with the UI designer, I ensured that each design met accessibility and motion requirements, enhancing usability while preserving the brand’s playful essence.
Technical Collaboration
A technical definition session with developers allowed for a smooth handoff, clarifying design intentions and preempting potential build challenges. This ensured that our MVP was delivered on time with minimal need for adjustments.
Final Journeys and Screen Design
Mapping the key screens into the context of the two user journeys allowed us to create a narrative driven experience for the MVP. Working closely with the UI designer, I ensured that each design met accessibility and motion requirements, enhancing usability while preserving the brand’s playful essence.
Technical Collaboration
A technical definition session with developers allowed for a smooth handoff, clarifying design intentions and preempting potential build challenges. This ensured that our MVP was delivered on time with minimal need for adjustments.
Final Journeys and Screen Design
Mapping the key screens into the context of the two user journeys allowed us to create a narrative driven experience for the MVP. Working closely with the UI designer, I ensured that each design met accessibility and motion requirements, enhancing usability while preserving the brand’s playful essence.
Technical Collaboration
A technical definition session with developers allowed for a smooth handoff, clarifying design intentions and preempting potential build challenges. This ensured that our MVP was delivered on time with minimal need for adjustments.
User journeys: Journey 1 was focussed on the 'Attract' phase (yellow) while Journey 2 focussed on the 'Evolve' phase (red)
Outcome
Torch is on schedule to launch it's MVP and is now securing additional funding to develop a B2B version. This next phase will expand on the foundations we’ve established.
Outcome
Torch is on schedule to launch it's MVP and is now securing additional funding to develop a B2B version. This next phase will expand on the foundations we’ve established.
Outcome
Torch is on schedule to launch it's MVP and is now securing additional funding to develop a B2B version. This next phase will expand on the foundations we’ve established.
Outcome
Torch is on schedule to launch it's MVP and is now securing additional funding to develop a B2B version. This next phase will expand on the foundations we’ve established.
Torch's design language
Reflection and key learnings
Owning and driving the UX stages of this project was a rewarding experience that pushed me to refine my communication and negotiation skills, ultimately boosting my confidence. Guiding six stakeholders with differing perspectives toward a shared appreciation of my designs was an accomplishment I’m proud of. Unlike more linear projects, this one challenged me to think on my feet and develop effective solutions under tight timelines. Working within such a supportive team of designers also made collaboration seamless which ultimately enriched the outcome.
Reflection and key learnings
Owning and driving the UX stages of this project was a rewarding experience that pushed me to refine my communication and negotiation skills, ultimately boosting my confidence. Guiding six stakeholders with differing perspectives toward a shared appreciation of my designs was an accomplishment I’m proud of. Unlike more linear projects, this one challenged me to think on my feet and develop effective solutions under tight timelines. Working within such a supportive team of designers also made collaboration seamless which ultimately enriched the outcome.
Reflection and key learnings
Owning and driving the UX stages of this project was a rewarding experience that pushed me to refine my communication and negotiation skills, ultimately boosting my confidence. Guiding six stakeholders with differing perspectives toward a shared appreciation of my designs was an accomplishment I’m proud of. Unlike more linear projects, this one challenged me to think on my feet and develop effective solutions under tight timelines. Working within such a supportive team of designers also made collaboration seamless which ultimately enriched the outcome.
Reflection and key learnings
Owning and driving the UX stages of this project was a rewarding experience that pushed me to refine my communication and negotiation skills, ultimately boosting my confidence. Guiding six stakeholders with differing perspectives toward a shared appreciation of my designs was an accomplishment I’m proud of. Unlike more linear projects, this one challenged me to think on my feet and develop effective solutions under tight timelines. Working within such a supportive team of designers also made collaboration seamless which ultimately enriched the outcome.
Let’s
Collaborate
Whether you’re interested in knowing more about a project,
have a question, or just want to say hello, I’d love to hear from you.
Nilanjana Mannarprayil
©
Fiveblueelephants
2024
Let’s
Collaborate
Whether you’re interested in knowing more about a project,
have a question, or just want to say hello, I’d love to hear from you.
Nilanjana Mannarprayil
©
Fiveblueelephants
2024
Let’s
Collaborate
Whether you’re interested in knowing more about a project,
have a question, or just want to say hello, I’d love to hear from you.
Nilanjana Mannarprayil
©
Fiveblueelephants
2024