Cum to Sleep - Hadass Sternberg

Cum to Sleep — 2022
Erotic sleeping app

The new wellness app solves sleeping problems using erotic-based content and anonymous chat platform.
Based on the scientific findings that erotic pleasure results stress relief, the app's flow can effectively lead users to a long-term restful sleep solution.

Cum to Sleep is a new app idea for a student project - addressing a fictional brief, client's business needs, and real users' problem.

My responsibilities: UX Research, UX Design, Information architecture, Prototyping, Art Direction, Design System, UI Design.
Duration: 8 days
Team: 2 product designers
Credits: Ironhack Berlin

All copy and content on this project are fictional and used solely for display purposes

🎯 The Brief

The Daily Health Conference is a (fictional) non-profit organization dedicated to promoting health and wellness.
As a business, they wish to increase users’ engagement and subscriptions by developing a native app that will help to improve an aspect of the users' personal well-being while retaining to GDPR compliance.

⛰️ The Challenge

How can we design an app that:
• will solve sleeping problems in an effective and satisfying way for the users?
• stands out and will serve the business goal to increase users’ engagement and subscriptions

🔎 The Research

Research methods applied:
• Secondary research
• Competitors Analysis
• 3 x Interviews
• 1 x Survey (65 responses)

The survey exposed that stress is the top reason for respondents' sleeping problems. Also, the majority of respondents are neutrally satisfied with existing sleeping solutions in the market. The Interviews assited in uncovering the reason - the existing solutions are effective, but only for a short-term use.

Survey results 1 - sleeping habits

Survey results 2 - sleeping and sexual solutions

💡 Spontaneous turn in iteration

Through a playful ideation sitting, we came across an untouched potential area in the market - sex and masturbation as a way to relieve stress and lead to a restful sleep.
To expolre this direction further, we applied:
• Secondary research
• 1 x Survey (50 responses) - focusing on the sexual habits around sleeping.

Supported by studies and scientific findings, we decided to use erotic experience in the core of the app solution, and as a USP in the digital solutions market.

📌 The Define phase

We reviewed all the findings and pain points in an Affinity diagram, and proceeded with the most influential and unique areas:
🎲 Mix it up - create a digital solution that holds a long-term use.
😏 Lead to Sex - use the digital advantages of an app to lead the users to sexual arousal (yet differentiate from porn content), and stay focused on the sleeping aspect.

Based on these focus points, we defined an empathy map and user journay to identify potential touch points and phrase a HMW statement:
How might we help Samantha find a long term solution to make her less stressed and fall asleep faster?

🚀 The solution: Anonymus avatar chat

Through practice of brainstorming and Crazy 8, we established a first app concept: Diversified content that will engage the users in an erotic experience.

For the app MVP presentation, we focused on the most original flow: Anonymus chat that allows erotic sexting through avatar use.

🖥 The Design

Brand attributes: Sleep - Erotic - Secret
The app is placing sleeping as a top priority, which is why it is designed in dark mode.
The color palette is strongly inspired by emojis associated with sexting (🍑🍆), using orange and purple as main colors, keeping the mood warm and inviting.
As the app is about leading to sex, the look & feel is kept elegant yet erotic, hinting steamy atmosphere.

📈 The Outcome

Prototyping and testing generated positive feedback: Users expressed high engagement in the flow, wishing to personalize the avatar according to their personal needs and interact further in the chat.
Female users expressed satisfaction with the fact the app is erotic and elegant looking, yet doesn’t feel dirty.

🌱 Key learning

As a product designer, I learned to balance iteration with research, truly allowing creative ideeas exploration while ensuring ideas are validated with data before moving into development.

Future steps

Based on testing Feedback and insights:

User
• High level of security is needed to ensure users feel safe and free to explore their sexual fantasies.
• Testers wish to have avatar personalisation options

Business
• Connect between different app sections can increase revenue and user engagement. For example: purchase sex toys in the shop section, and integrate in the sex chat between avatars / erotic tellers.
• Add Premium options such as purchase of avatar accessories, display more images of avatar.

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