Cinch

Finding utility in social influence.

After redesigning Klout and realizing people enjoyed sharing what they know and spreading ideas, so we wanted to explore options for consumer utility of Klout. We began by brainstorming different things, like geo-spatial perks that got people to explore and share about their neighborhoods or creating a promotion rewards tool for nightlife. What we ended up running with was an advice tool called Cinch.

We began by running quick tests with users, letting them walk through their process unguided about how they search for advice over the internet. We focused on one vertical of home and lifestyle advice because it allowed us to focus on the refining the user flow instead of thinking how we can accommodate a bunch of different people asking questions on a million topics.

A few behaviors we noticed while doing tests: 1) Advisors needed legitimacy. Want to know credentials in a topic. 2) Advisors were more likely to give advice if they were helping a friend or a friend-of-a-friend. 3) One on one chat windows felt more personal and contextual.

This is Cinch. Our advice app, that put users into a one on one chat for home and lifestyle advice with someone connected with you. It was a very quick project from beginning to end was 6 weeks from the initial brainstorm, so the project was highly collaborative between three designers and four engineers, and took a bit of the research we had from redesigning Klout.