Gu Zhixuan

Service design for Sport Socialization Among Young Adults (18-28)

Abstract

This study investigated how service design methodologies can be used to increase the engagement of young adults aged 18-28 in social sport and activities in university settings. Based on primary research, such as interviews, journey mapping, and iterations of the design process, significant insights were uncovered regarding desired experience, motivations, and barriers to participation. In response to these insights, an app was designed that features intuitive browsing for activities, integrated chat and club functionality, and a cohesive online/offline experience tailored to young adults' needs and preferences. Using sports as a means of enhancing community building and sustained engagement, service design was found to be an effective tool for improving community building and engagement. As a result of this project, young adults can build a sense of community, develop friendships, and engage in community activities.

In Phase 1, user research and market research were conducted to gather insights about the needs, preferences, challenges, and opportunities related to sport socialization among young adults aged 18-28. This phase involved conducting interviews with personas representing the target audience and analyzing design elements and functionalities of existing platforms like Meetup and the RMIT Outdoor Club's website. The findings from this phase helped identify key problems, motivations, and barriers faced by young adults in engaging with social sports activities, which informed the direction for the next stage of service design exploration.

In Phase 2, the aim was to translate the research findings from Phase 1 into concrete service design concepts and prototypes that could be iteratively developed. This phase involved creating a service blueprint to map out the various touchpoints and processes, as well as user journey mapping to understand meaningful user interactions, pain points, and emotional levels. The insights gained from this phase informed the determination of a suitable service design strategy and feature set, which laid the groundwork for developing and refining the prototype in the subsequent phase.

Phase 3 aimed to develop and validate a detailed wireframe and prototype of the app for sport socialization among young adults (18-28). This phase ensured that the app's structure and logic were sound, intuitive, and capable of supporting the intended user interactions and functionalities. The wireframe provided a clear layout for each page, ensuring a logical structure and easy accessibility, while the prototype enabled the refinement of key app pages to create a seamless user experience that promotes engagement and interaction.