Fostering Local Belonging through Pop-up Experiences
ROLE
UX Designer - Mobile
User Researcher
TEAM
3 Storyteller
3 UX Designer (Desktop)
DURATION
Ten Weeks
TOOLS
Figma
CoStar
Miro
SKILLS
Competitive Analysis
User Interviews
Co-Creation
Survey
OVERVIEW
In this project, my team collaborated with the Michigan Economic Development Corporation (MEDC). Through the Let’s Grow Michigan Campaign, they work to attract and retain residents by telling a new story about what Michigan can offer through social media.
Our role was to reimagine the experience of these newcomers once they arrive, so Michigan doesn’t just look appealing just from the outside, but it feels like home once you arrive.
“
How might we ...
improve the onboarding experience of newcomers to Michigan?
SOLUTION SNAPSHOT
Fourth Spaces helps newcomers build belonging through pop-up connections with local businesses and neighbors.
Events Nearby
Match based on Interest
View More
Stay Connected
RESEARCH
🤔 But first... what does “onboarding” even look like?
To explore the question, I began with interviews to investigate what drives people’s decisions on where to live.
“After being here for about 6 months , I haven't yet gotten a sense of belonging here”
“Access to community activities is important [to me]”
10 Interviews with Non-native
🤝️ A consistent theme stood out: a lack in sense of belonging.
Those who feel connected to community are more likely to stay than those who feel isolated.
For some, this meant being near family and friends, and for others, it was as simple as recognizing a familiar face at a favorite local spot.
Connecting with our client
🤔 Now, what challenges is MEDC trying to solve?
We connected with Chief Growth Officer, Hilary Doe, to better understand MEDC’s economic development efforts and the factors driving people to leave the state.
One major challenge quickly surfaced: empty spaces.
I feel “up against the ropes” and in competition with mega online retail spaces like Amazon.
35%
state office space are unused or unassigned
~ Crain’s Detroit Business
31,000
empty homes in Detroit
~ Abandoned Detroit,
by Kyle Brooky
70,000
abandoned buildings in Detroit
~ New York Times
❗️Stores feel empty, because they literally are ...
While businesses are losing hope in keeping their doors open long-term, plenty of infrastructure across the state remain underutilized, leaving parts of Michigan feeling “dead.”
SOLUTION SNAPSHOT
“
How might we ...
help newcomers build a sense of community while re-energizing existing spaces to incentivize engagement in local economy?
opportunity space
🤔 So… what can encourage people to meet each other in spaces and activate them with activities?
Pop-Ups?
(noun):
A public event held by businesses and partnering organizations that operates for a limited period of time.
Why Pop-Ups?
Activates under-utilized spaces through temporary experiences that can grow into long-term establishments (think food truck → restaurant, bake sale → bakery)
Attracts young consumers Michigan aims to retain by offering informality, authenticity, and creative products
DESIGN Ideation
✏️ The design process begins...
We brainstormed and worked out two components as part of our solution.
1
📱A mobile app that allows casual users to discover pop-ups in a more informal setting
2
🖥️ A desktop website that allows planners and storefront owners complete administrative tasks for event & store set-up
paper prototypes
low fedility prototypes
I primarily focused on the mobile app!
Concept Testing
🧪 I used the low fidelity prototype to test design decisions.
16
Survey
6
Usability Testing
📆 Finding 1: Users want more details in helping them decide whether to attend an event.
Particularly, they are looking for more information what the pop-up offers, including menus, activity descriptions, and links to participating business.
“If I could check the menu or what kind of food they’re serving, it’d be easier to tell if it’s my vibe”
included item tab to view pop-up items
After
Before
🧭 Finding 2: Users don’t understand the navigation bar and core action buttons.
The icons alone didn’t convey tab meaning clearly, especially for the match feature.
“The main screen (center button at the bottom) is a bit confusing to figure out what exactly it is, is that my pop-ups? Or creating a pop up? Or reserving an existing one?”
Before
After
FINAL PROTOTYPE
Connecting Michiganders Through Pop-up to Energize Existing Spaces
Onboard for personalized events
After logging in, complete a brief interest survey so the app can recommend pop-ups that best match your preferences.
Discover events with a swipe
The user can add events to their calendar with our gamified match feature.
It’s simple! Swipe right to accept. Swipe left to decline.
Learn More About An Event
Users can learn more about an event by viewing host details, visiting their website and social media, and browsing items offered at the pop-up.
Keep up with your community
After attending a pop-up, post about it or see where others are going.
Continue connecting, whether it’s with someone you met at the event or the hosts themselves, directly through our platform.
BUILDING AN ECOSYSTEM: THE POP-UP PLANNER
Beyond the mobile platform, we designed supporting applications that enable the broader ecosystem, empowering small businesses that need space, as well as those that have space to offer.
In this flow, our pop-up planner registers for an event.
1
Registers an event
Add descriptions: changes the pop-up name, adds a time and date, some images, and maybe even a website
2
Request for a Location
Explore new options or revisit favorites.
Filter search or play with map.
Check out details like hours, policies, and storefront visuals to find the perfect match.
Finally, connect with the storefront owner to continue planning.
Randa
the pop-up planner
Age: 32
Hometown: Detroit, MI
Occupation: Sells handmade floral accessories on online
Goal: Promote business in person to know her customers
Frustration: Difficulty finding available or appropriate spaces for hosting
“I want to host pop-up events! ’’
BUILDING AN ECOSYSTEM: THE STOREFRONT OWNER
Lastly, the storefront owner, who just received the request to rent his space.
1
Registers the business
Add descriptions: changes the pop-up name, adds a time and date, some images, and maybe even a website
2
Register space for pop-up
Include how much of the space to be lent and the types of pop-ups interested in collaborating with
Ron
the storefront owner
Age: 53
Hometown: Portland, OR but relocated to Ann Arbor, MI
Occupation: Bookshop owner
Goal: Promote foot traffic and gather loyal customers
Frustration: Struggles to attract passersby due to low awareness of his shop
“I want to list my business!’’
POTENTIAL FOR IMPACT
So, why Fourth Spaces?
1
Strengthen community connection: Find belonging in places that feel isolating or overlooked
2
Pop-ups can boost local economies: Pop-ups generate 20-30% more revenue than brick-and-mortar (Storefront)
3
Serve as a stepping stone for small business to build their network and customer base
IMPACT
We had the opportunity to present this work to state government and city innovators at Michigan Central in Detroit, MI. We hope that our project inspires civic technologist to make Michigan a better place to call home!
