Moai
Cultivating Lifelong Connections
Sept 2023-
June 2024
Overview
Moai is an AI-powered learning app designed to help Gen-Z and Late Millennials combat loneliness by developing relational intelligence. It provides personalized learning experiences that enable users to build meaningful connections and expand their community.
Impact
Awarded Best Design for Social Impact by New York University (NYU)
50+ users on waitlist pre-launch
Participated in Al--Female Hackathon by FemBuild Collective
Completed the highly-competitive Start-up bootcamp at NYU Entrepreneurial Institute
My Role
Designer
Developed concepts from research findings, tested these with users, and created visual designs for the final prototype.
Skills: Human-centered design, design thinking, game design, UX/UI design, prototyping.
Researcher
Conducted extensive interdisciplinary secondary research across various fields and primary research including transformative interviewing and lean testing.
Skills: Literature review, transformative interviewing, lean testing, mixed methods research, analysis of interdisciplinary studies.
Project
Management
Managed overall project strategy, timelines, and stakeholder outreach. Coordinated user interviews, concept testing, and usability testing phases.
Skills: Time management, stakeholder management, strategic planning, scheduling.
Entrepreneur
Explored product-market fit, engaged with entrepreneurs and investors, and developed a business plan to assess the feasibility of the product launch.
Skills: Market analysis, business planning, customer discovery, networking with entrepreneurs, pitching to investors.
Project Type:
UX/ Product Design
Platform:
Mobile
Design Process:
Double Diamond
Audience:
18-34 year old
Duration:
25 Weeks
Timeline
Sept 2023,
New York University
Exploring the topic of learning social skills for relationship building
Dec 2023,
New York University
Presenting Research Findings
Jan 2024,
New York University
Designing solutions for target users
Apr 2024,
Independent
Developing product market fit and building a team of consultants
Freelance Team
- Shreya Chaudhry, UX Designer
- Shweta Chaudhari, Marketing consultant
- Sukhmani Bakshi, Business development consultant
- Nana Bonsu, Front end development consultant
- Yashraj Patil, Back end development consultant
Discovery Phase
“Socially connected will be a lifelong need, like food and warmth.”
- Mathew Lieberman, Social: How our brains are Wired to Connect
The Crisis of Connection
In today's hyperconnected world, a paradoxical loneliness epidemic has emerged, particularly among Gen Z and late millennials, which keeps growing every year.
Not so fun-facts about the Loneliness Epidemic
Loneliness has the same effect as smoking
cigarettes daily
15
Young Americans self-reporting
61%
"Seriously lonely” in 2020
Experiencing depression and anxiety from loneliness in 2019
63%
Causes of social disconnection
Increased digital interactions
Hyper-individualist
Culture
Decreasing interpersonal trust
Changes in
family structures
Gen Z and Millennials frequently experience daily or weekly loneliness, unlike older generations.
Generation-wise reporting of the percentage of feeling lonely in childhood
(American National Family Life Survey, December, 2021)
Initial Assumptions
People are aware of their loneliness and care about being social
Tanvi Vartak
Physical distance is the main reason behind loneliness
Tanvi Vartak
Re-designing interaction on social media platforms can address the problem
Tanvi Vartak
What are the main challenges users face while trying to overcome loneliness?
Methodology for Research
Literature Review
User
Interviews
Expert
Consultation
User Characteristics
12 participants
Born between 1991-2012
The interviews took place through the approach of transformative interviewing, a practice that focuses on fostering deep connections between the interviewee and interviewer through the process of active listening and thoughtful questioning, by prioritizing "thick" questions to build reciprocal empathy.
Themes of User Research Interview
Relationship education
Experiences/ Challenges in Connection
Support for Forming Connections
Awareness of Impact of Social Connections
Technology Use and Social Interactions
Emotional Needs and
Preferences
The Learning Gap
Interviews with users: What they really said!
“ I spend a lot of time doom-scrolling and later on realize that this time I have will not come back. I am conscious that spending time with people is a much better option - but being always the planner, I would hope sometimes there is some reciprocation for my efforts from my friends. I don’t know how to articulate this without coming across as needy. But moments like these is when I slip into isolation.”
-- Ari (21 year old, male) Computer Science senior at University of Michigan, Ann-Arbour
“It’s unfortunate but true - Men are really given a free pass to behave as per their whims and we bear the cost of the loss of relationships. We don’t focus on them, but when we lose it, its as if reality hits and there’s nobody to understand us, because we don’t understand it ourselves. Come to think of it, it’s a language that I have never learnt and hence not understood it myself or others.
-- Kole (31 year old, male) Entrepreneur
Insightful nuggets from Interviews
User Research on Social Relationships of Young People
Causes of feelings in disconnection and loneliness in young people
mODERN cULTURE
Fear and
Anxiety
Social media
Young people experience relational and social anxiety which act as barriers
sOCIAL dISCONNECTION AND lONELINESS
Absence of third space in modern society
hinders the formation of new social relationships
Fear of missing
out on social media portrays a one-sided picture which increases feeling lonely
Introvert’s lack of self-confidence in social skills affects their outcomes in making friends increaseing feelings of loneliness
Focus on independence and confidence has created an aversion towards interdependence
Young people do not
self report as it requires awareness and acceptance
Lack of self-identification
Identity and Personality type
Aversion to Interdependence
We think we are great listeners. But the truth is relational intelligence needs to be learnt and cultivated as we have lost our humanness because of harmful ideologies (Way et al, 2018)
Key Insights from Research
Social connection changes over time, can be improved or compromised (OSG, 2023)
Building a culture of care is important to rebuild our social fabric (OSG, 2023)
Gaps in existing solutions for learning to build social connections
Social Media Platforms
(Instagram, Tiktok, Tumblr, Youtube)
People are connected but there’s a skill gap for building meaningful connections both online and offline
Meaningful questions asked during game settings lack sustained impact outside the game circle.
One-size fits all content
There is a need for more personalized, tailored interventions that account for individual differences & specific needs
Therapy and Helplines
Lacks focus on long-term strategies to build and maintain social connections.
Define Phase
Point of View
A significant number of Gen Z and Millennials rely on digital platforms for social interactions, often finding these connections to be shallow and unsatisfactory. There is a critical need for a platform that provides tools to foster genuine, meaningful relationships and enhances overall well-being.
User Persona
Liam, 25
Graphic Designer, New York
- Introverted & shy
- Creative and visual
- Love birds
Liam works remotely from his small apartment in Brooklyn. The pandemic wasn’t the best on his mental health and his diminished social interaction made him more socially anxious post-COVID. He is always at a crossroad since he knows that his lack of social interaction is taking a toll on his mental health, but he finds it challenging to reach out to others and maintain connections.
Traits
Challenges
- Fears of rejection leading to distress
- Overthinker and self-blamer
- Finds it hard to initiate and sustain meaningful connections
Goals
- Hates social media
- Ghosts people, doesn’t know how to respond
- Struggles with feelings of inadequacy and self-doubt in social situations
- Develop the confidence and skills to initiate and maintain meaningful connections
- Learn how to navigate communication with people in a way that feels manageable and authentic
- Build a supportive network of friends and colleagues who understand and accept him as he does to them
“I should reach out to people, but I don't know what to say”
“I feel like I'm always going to say or do something wrong which will make people push me away”
“I wish I had a close group of friends who just understood me”
“I am not good at socialising and if I try, I will be rejected”
“I will avoid the risk of getting hurt if I don't make a fool out of myself by trying “
“Only if I had good social skills would I be able to connect with others and cure my loneliness”
Empathy Map
Says
Thinks
Feels
Does
“Lonely and isolated especially after pandemic limited his physical and social interactions”
Find out what your company does well and where there are any weaknesses or room for development. You can use this to decide where to concentrate your efforts.
“Anxious and self-conscious about social skills and ability to connect with others”
"Frustrated by the inability of connecting with others and maintain meaningful relationships
Spends most free time along in his creative projects
Avoids social situations that make him feel anxious or uncomfortable.
Occasionally reaches out to old friends but struggles to maintain regular contact and deepen connection
Engages in solitary hobbies like birdwatching and photography.
User Journey
Excitement
Entice
Downloads Moai
Enter
Engage
Completes personalised micro activities
Selects activity to do with their connection
Extend/ Re-engage
Reflects everyday on their commitment and progress
Applies relational intelligence knowledge
Reads description of the app
Discovers Moai
Interacts with AI companion
Creates
Profile
Customises character & environment
Creates a narrative for their social circle
Visualises their social connection
Reflects on their progress in life
Sets intentions for maintaining and expanding their connections
Delights
Research
Log in
Explore/ Use/ Act/ Reflect
Exit / Feedback / Repeat
One-step log in
Avatar creation
Contact book sync
AI supported Learning Agent
Learner centric design
Learner analytics as feedback
Rewards for increasing Moai
Rewards for improved social connections and positive interactions
Visualisation of
Byte-size learning modules
Learner centric design
Learner analytics as feedback
Scaffolded learning
Playful design
Experiential Learning
Find my friends
Design Phase
How might we empower Gen Z to become 'social architects,' actively designing their own meaningful social ecosystems in an increasingly digital world?
Decision Spotlight
Users behavior research shows that they are as active participants in solving the problem. Hence seeing them as agents of change aligns with the product’s empowering approach. This aligns with adult learning theory principles that provides users self-determination in choosing their course of action towards their desired goals.
Brainstorming Ideas and Features
Playful pedagogy
Narrative based learning
Games
Gamification
User agency in choosing challenges
Health
Tracking analytics
Mood tracker
Multi-media principles
Design
Behavioral design
Visualisation of surveys
Metacognition and reflection
Learning
Scaffolding with
learning agent
Emotionally intelligent AI model
Immediate feedback
Personalisation
Learner adaptivity
Customisation for emotional design
Dynamic content delivery
Learner-centric modules
Culture
Social media platform
Technology
Contextual and
cultural adaptability
Community building
Wearable tracking systems
User Insight
“In two years of consciously feeling lonely, I have realized that I have always felt this way, but never really admitted it. When compared to my job, I could say “I am depressed because I was laid off, I am anxious because I can't find a job. But to admit that I am lonely is hard. Because culture portrays lonely people as unlovable. And that is a hard pill to swallow.”
-- Ben, 28, Software Engineer, previously employed at FAANG
Guiding values for thoughtful design
Power of the Community
Recognizing that our communities help us navigate life’s challenges, we need to empower individuals to build and nurture their own supportive communities.
Personal touch
Every individual’s journey is unique, and by provide personalized guidance and tools actually helps you grow into yourself and your relationships.
Intelligent in relationships
Building meaningful relationships requires emotional intelligence, empathy, and effective communication from a long-term perspective for people to create their impact in life.
Resilience and well-being
The interconnectedness between strong relationships that contribute to your overall mental and emotional health need to be consciously created
Learning Theories
Social Constructivism
(Vygotsky, 1978; 1980)
Kolb's Experiential
Learning Theory
(Kolb, 1984)
Dual Coding Theory
(Paivio, 1991)
Constructivism
Scaffolding
(Piaget, 1971)
Social Cognitive Theory
Modelling and
Observation
(Bandura, 1986)
Self-Determination Theory
Intrinsic Motivation &
Autonomy (Ryan & Deci, 2000)
Transformative Learning Theory
Fundamental shift in
perspective
(Mezirow, 2000)
Quick concepts
Phase 1: Introducing Social Health as a part of Apple Mental Health
Apple introduces Social Health, an extension of Apple Health designed to strengthen interpersonal relationships among its 124.7 million U.S. iPhone users. This new feature seamlessly integrates with the existing Health app, offering:
- Reflective prompts
- Tools to encourage interpersonal curiosity
- Location sharing capabilities
- Voice recordings for expressing care
Social Health aims to leverage data tracking and sharing to foster meaningful connections, making it easier for users to stay in touch with family and share valuable health information.
Golden nugget = An emotional experience being shared with another individual which induced a positive feeling of connectedness with the other
Reflection on social learning
Asking Meaningful Questions
Time spent with people
Helped someone today - Recieved/ expressed gratitude
User Insights - Concept Testing
- Inputting information into daily tracker is not the sole experience they’d want to do
- The immediate need of knowing how to build social connections is not learnt from a knowledge perspective, still needs to be addressed.
Competitive Research
Mo.AI | Replika | Meeno | Flamme | Finch | Astra | |
AI ChatBot | ||||||
Personalized Experience | ||||||
Learning Modules | ||||||
Relational Intelligence | ||||||
Playful Pedagogy | ||||||
Pricing per user/ month | $25 | $13 | Not launched | $12 | $40 | $28 |
Phase II: Building one’s Moai
In the Japanese islands of Okinawa, Moai (模合) are social support groups formed when the members are young children.
They commit to each other to provide varying support for social, financial, health, or spiritual interests.
Moais are considered one of the leading factors in increasing the lifespan of the Okinawan people. Thus, making the region among the highest concentration of centenarians in the world.
Mo.AI: The Solution
The solution is inspired by the idea developing the skills to consciously create one’s own social groups by learning the skills of relational intelligence, with connections that vary across interests and support them throughout a lifetime.
Skills of Relational Intelligence
(Way et al, & OSG)
Individual
Social
Interpersonal
Curiosity
Active Listening
Empathy
Authentic
Communication
Culture of Care
Decision Spotlight
In a world filled with numerous social platforms, prioritizing relational intelligence skills to tackle the root cause of disconnection empowers users with the tools, knowledge, and behavioral changes needed for meaningful and connected social interactions and relationships.
Features
Skills
- AI Nudge Companion
- Learner Personalisation
- Visualisation of growth in narrative
- Microlearning, scaffolding and experiential learning
- Active Listening
- Empathetic Communication
- Perspective Taking
- Reflection
- Interpersonal Curiosity
User
Impact
- Consciously improving social connections for overall well-being
- Creating a culture of care within our communities
- Building life-long connections while improving relational intelligence in real-life situation
Impact Metrices
Participation in communities
Completion of learning modules
Increase in happiness and life satisfaction
Improved quality of social relationships/ time spent socially
Improved Social Networks
Increased sense of belongingness
Improved confidence in navigating through social situations
User Insights - Iterative Design
Atleast 75% of users have used ChatGPT for preparing or communicating through difficult conversations be online or offline.
“Sometimes I just don’t know what is the right thing to say, and like being on ChatGPT is better to be vulnerable than on Reddit because I can be honest without the fear of judgement.” - Alyssa, 23, Associate Product Manager
Key Features
Visualization of Social Circle: Making Abstract Tangible
Decision Spotlight
In a world filled with numerous social platforms, prioritizing relational intelligence skills to tackle the root cause of disconnection empowers users with the tools, knowledge, and behavioral changes needed for meaningful and connected social interactions and relationships.
My Moai
Meaningful Social Network (150)
Sympathy Group (15)
Loved ones (5)
User
Social Group (35-50)
Attach faces and names to social circles for enhanced memory and emotional engagement
Encourages reflection and personalized strategies to strengthen bonds
Clarify social needs and goals through a visual map of meaningful connections using Dunbar’s Theory of Social Groups
User feedback:
“I used to think I am doing a pretty good job at staying connected with people, I have over a 100 friends on my close friends on Instagram. But this actually helped me realize that there are people I care about but haven't been nurturing my relationship with them. It showed me how important these people are to me by bringing them back into attention. I'm going to call my childhood friend right now, to tell him that I miss him, I haven’t spoken to him in a year, and this reminded me.”
-- Mason, 31, PhD Student
Customized Supporting Character
Decision Spotlight
Incorporating a supporting character as a learning agent serves as a powerful tool for emotional design and personalized learning. By personalizing features of user’s AI companion, akin to a digital genie, embodies humanistic traits and abilities that resonate with users on a deeper, more personal level. Just as the Genie guides Aladdin through his journey of self-discovery and growth, this design supports developing users' relational intelligence in a user-centered and personalized manner
Choose your supporting character
What would you like to call me?
Hi Liam! I am excited to be with you on your adventures!
Personalized supporting agent to foster a meaningful affective and emotional connection
Complements user's tendencies and provides support-based learning through hints and optimistic and actionable language
Offers personalized feedback and advice to enhance your learning experience
User feedback:
I enjoy the idea of selecting an emotional support animal. Maybe offering additional choices or enabling users to upload images of their 'childhood toys' could also serve as a source of emotional support.
-- Mia, 26 year old, Teacher
Personalized AI Companion
Bite-sized learning with gradually increasing complexity for effective skill acquisition.
Personalized Feedback to your
unique situation and emotional state
Conversational Communication and Active Learning to practice skills in a safe, supportive environment.
Design Rationale:
While interacting with machines doesn't demand politeness, providing AI-powered learning companions with human-like qualities can assist learners in grasping how empathetic and caring communication can be replicated digitally. The personalized companion also showcases the traits users aim to enhance. By offering feedback and engaging in role play, users gain greater familiarity with this behavior.
Wireframes
High-Fidelity Prototype
Mo.AI helps users build the knowledge and skills of relational intelligence to empower them with the confidence to build their own community of support
Secondary Source
Market Research
FemTech Hackathon, 2024
Target Market
- Individuals experiencing social disconnection, isolation and loneliness - periodic or chronic.
- Individuals seeking self-improvement and personal development through relationships.
- Professionals and couples and families looking to strengthen their relationships.
For the US market, the target demographic and psychographic characteristics:
Age: 18-35
Tech-savvy individuals
Income: Middle to upper-middle class
Geographic: Urban areas
“Especially as a man, I have never really learnt to be in relationships. My family’s influence wasn’t a great yardstick for me. I have been to therapy, but it’s not really helped me connect with people more meaningfully. The internet has so much information and it just feels overwhelming because who empowers you to be yourself in relationships?”
-- Connor, 30, Software Engineer, Brooklyn
Market Size
Tam
46.2 m
US Personal Development Market
sam
27.7 m
Users in urban cities, educated, and with disposable income.
Business Model
som
2.77 m
10% of SAM
Individual Customers
DTC
Subscription based Freemium Model
$25
Monthly
or
$200
Annually
Corporate Clients
BtB
Tier based Pricing Model
Small | ~ 50 | $120 |
Medium | 51 - 200 | $120 |
Large | 201 - 1000 | $100 |
X-Large | 1001-5000 | $70 |
XXL | 5000+ | $40 |
Per user/ per year
Go-to-market strategy
Pre Launch (Weeks 1-4)
Pre Launch
(Week 5)
Post Launch
(Weeks 6-7)
Initial Growth Phase (Weeks 7-12)
Continuous Growth
(Weeks 12-beyond)
- Initial Setup
- Build Online Presence
- Press Release
- Influencer Outreach
- Beta testing
- Email campaign
- App store Submissioon
- Press Release
- Paid Ads
- Influencer Promotions
- Social Media Announcements
- In-App Messaging
- User Onboarding
- Customer Support
- Content Marketing
- Email Marketing
- Referral Program
- Ongoing Content Creation
- Feature Release
- User Feedback Loop
- Strategic Partnerships
Revenue Projections
$63M
Total Revenue in Year 5
42%
Profit Margin
$70
Revenue per user/per year
2,700 | 4,600 | 11,300 | 26,000 | 60,000 |
10 | 30 | 95 | 230 | 600 |
Individual Customers
Corporate Clients
Funding Plan
$2m
Raise
Tools
Figma
Excalidraw
Canva
Zoom
Calendly
Otter.ai
Chat GPT
G-suite
Grammarly
Love it?
Let’s Talk!