ALEX ESCUDERO
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PLOTSReimagining social,
without media

Plots is shifting the narrative of social platforms away from doom scrolling and towards in-person connections. Their mobile app is a convenient way to discover nearby events, attend them, and stay connected to the people you meet.

I joined the Plots team at 70,000 users. In close collaboration with developers, I solved complex UX problems by balancing user needs with technical constraints. We regularly shipped updates that enhanced usability and cohesion across the entire user journey. As a result, my design work removed critical UX roadblocks and improved the Plots brand experience, clearing the way for continued growth.


01/04


Understanding users better by becoming one

To gain a deeper understanding of user needs, I prioritized early-stage observation and interviews. By immersing myself in the target audience's world through various approaches, I learned of their perspectives and needs.

Event hosts expressed challenges in managing multiple events simultaneously, seeking a centralized platform for streamlined organization. 

Attendees, on the other hand, demonstrated a desire for exciting new event discoveries, yet the current platform was primarily perceived as a transactional ticketing tool rather than a social discovery platform.

Recording a user going through ticket checkout
My first Plots event
Watching our VP of growth spin the decks




02/04
Social feature design sprint

I conducted a 7-day, end-to-end, solo design sprint to imagine a more social Plots user experience. I did research to generate a cohesive product strategy, created user flows, then designed a complete set of UI mockups.

Design goals:
  1. Create an enhanced interface that utilizes people as a mechanism to highlight relevant events.
  2. Incentivize event attendees to promote events by drawing them into a reward system.
  3. Give users meaningful, productive functions that they value and interact with daily.



RESEARCHTo inform my design process, I dedicated a day to in-depth research. This included analyzing Plots’ social media content, conducting three user interviews, and reflecting on my personal experiences with the platform. The findings gleaned from this research served as the cornerstone for all subsequent design decisions.
FINDINGS

People are more committed to going out with a specific group than the trajectory of the night.When people are already out but don’t have plans, they try to find events that are close by.People often go out without a solidified plan and let the night take them where it will.When people think about going out in the future, they think about who they might meet.




FLOW A: “PLOTS”

Plots, the core feature, enhances brand identity with a unique and mission-aligned mechanism. Reflecting the fluidity of evening plans, users create flexible "Plots" for specific days, inviting friends to join. This people-first approach empowers the group to collectively decide on events.










FLOW B: INVITES

A gamified referral system incentivizes user engagement and event attendance. By rewarding users with their own Plots for successful invites, I simplified ticket sales attribution while promoting core product usage.




Kandy is rewarded for each successful invitation. It is used to purchase coupons that are redeemable at events. XP is also rewarded, which increases the user’s VIP level, unlocking permanent perks at all events.

This two-pronged system incentivizes prolonged use of the app and promotes brand loyalty while offering short-term rewards to keep users happy.
KANDY SHOP Kandy is exchanged for enticing vouchers in the Kandy Shop. VIP 1’s can only get ticket discounts, but as users level up their VIP Rank, they unlock increasingly valuable vouchers.

(shoutout 50 cent)


FLOW C: EVENT DISCOVERY

I redesigned event discovery by shifting focus from maps to event information. Leveraging research insights, I prioritized guest lists to showcase popular events.

While standard event listings include name, description, flyer, and host social media, my research revealed a deeper user need: connecting with people. This understanding led me to explore alternative approaches that better align with users' decision-making process.