Product Desginer - Hyper Island alumni Based in Stockholm

@BullingJ (Twitter)


Easily open the event application and it will through pure intelligent know what to suggest for you whenever you get that ad hoc feeling. It is all based on, locations, friends, returning behaviours and your personal pure awesomeness. Have a look inside the project and get to know the concept a little bit more.






NEXT, you will find a list of the methods I have used and why






Mapped out boxes of the MVP of the product based on the insights and assumptions I want to try. 

  • Flowchart


Get a feeling of how the product might look and feel, a good way to get design feedback on a brand and identity stand of point as well as speaking of the visual guidelines. 

  • UI


To understand the market and what services there is which provide similar assistans.
Undestanding of the project space and target group, modelling assumptions about user and project brief.
Get to know the design principle.

  • Target group
  • Mini experience mapping (to understand the event)

Conduct user tests and synthesises the insights. To get to know how the user feels, what the user do and why. To understand what drives them, motivations and dreams. Fears and pains


To create deeper understanding of the users and create clear insights that will form the product. Most of these can be found in Empathy Map and as Goals.

  • Synthesis the user interviews
  • Insight Graph
    A graph made from my insights from the user interviews. How expectations and planning goes together and where the product must lie to be considered a part of a spontaneous seamless experience.


Develop personas to be able to have them in mind while designing the product. Also getting to know the daily routine and establish pain points. It is here where we learn the most about the problems an ad hoc service might solve.

  • Empathy Maps
  • Daily routine


Create goals based on insights from research. Identify which problems the service can solve by generating user goals and feature goals (how might the experience meet the users needs?) For further development of the project I established success criteria to be able to measure the performance of the first prototype. 

  • User goals
  • Feature goals
  • Success criteria


Generate valuable ideas based on the user research and assumptions, I chose to start with a "How might we…?” exercise to create problem statements that the ideas from my brainstorming might solve. 

  • HMW
  • Brainstorming
  • Good and bad ideas


Building prototypes from insights, user goals and feature goals, testing assumptions, flows and overall design.


This part is a collection of materials and tools used in the project



  • The concept that is the outcome of this process is trying to be the MVP of insights and assumptions, for continuous learnings and iterations. 
  • The decision of creating a product of its on, is based on the trend of having a simple app for each specific need.
  • The colours are chosen to share the energetic feeling a unknown evening might bring.



Two versions of the story when Tom, the persona, uses the product



Have a closer look at the outcomes of each method



What are people doing today?

To be able to do something spontaneous there is a line with things a person have to do, using several of applications and interactions:
Starting with the people they're with: asking all what they want to do, the person reaches ut can be prepared before with suggestions, or just make the friends on the other end make the decisions for them, it all usually ends up in a long conversation about what to do, "nah, I did that yesterday" "I ate that for lunch..." This kills creativity and becomes a blocker - not very spontaneous.


Current tools for events

Spontano, vamos, , imdb,, whats up stockholm “best restaurants”, chat applications, google maps, etc.



  • Location based: Your location, Nearby, Other cities
  • Time is from now to whenever
  • Somewhat social: share it with friends via Messages, Facebook, copy url
  • Plenty of suggestions: overwhelmed


Design patterns

Feed: Cards




What is spontaneous?

Word association exercise: Excitement, inspiring, social, eager, surprised




User Interviews (based on target group)

I asked friends to tell me about the last time they experienced a spontaneous night out with dinner and a movie - they walked me through the experience from the instant feeling “I feel like doing something” to the walk home from the cinema.


I wanted to broaden my interviews and dug a little bit into how planned events map out:

My assumption is that planned events has higher expectations than spontaneous ones - and as soon as we use an app or service to plan the ad hoc evening - we start to get expectations: the restaurant, the friends, movie, how things are handled with money, transportations - what interested me the most when having interviews with friends is that they all mentioned small delights or surprises that brought plus or minus.


User scenarios from interviews

User scenario 1

Dinner (Planned)

  • Meet Lina, 25 yrs old, lives in Gothenburg, just got a job and want to invite her friend out for dinner, since she has not gotten her first check yet she looks in one of her apps “Let’s deal” for a sweet deal at a restaurant. 
  • Lina uses app and finds a restaurant: First assessment: the restaurant is something Lina has heard about before, and (second assessment) has great ratings when she looks as
  • Lina sees that the price is right and that the deal goes out in March, she looks at her own calendar and sees that Wednesday works for her.
  • Lina calls up Ida and lets her know which restaurant she has choosen and when it would suite her, she askes Ida if it works for her and Ida confirms.
  • The coming week (5days later), the day before the restaurant date, lina sends Ida a confirmation of the booking and Ida confirms once again.
  • The day of the date: Lina and Ida doesn’t speak until they meet at the restaurant, Lina has had some thoughts in her head about texting to remind Ida but she comforted herself by thinking that it is not up to her now, she had already reached out.
  • At the restaurant, and both has arrived
  • The waitress lets Ida and Lina learn about the deal - which was not mentioned before, Lina who is a very planning person likes to know these kinds of things before, the waitress explains that the menu is set of 4 dishes and ensure them that they will be full.
  • Lina doesn’t remark to much about the unknown set menu, mostly since the place is well talked about form friends
  • After the restaurant, Lina sends texts to her friend and her mom and suggests both of them to go with her to this place next time they meet. 


User scenario 2

Dinner and A movie (Spontaneous)

  • Lina and her boyfriend hang out at their apartment, Lina is looking at interior on pinterest and Jakob is watching mad men on his laptop. 
  • Lina askes jakob what they should do later and jakob suggests cooking dinner and a movie. 
  • Lina agrees and starts looking at while jakob mentions different stuff that he might want to cook, mostly food he hasn’t eaten recently.
  • Lina and Jakob goes back and forth about things they ate recently and which places they can remember that hey liked before
  • Lina finds a movie she has heard about from somewhere and goes to imdb to check ratings, it has a medium rating but she remembers vey strongly that it was recommended despite the mediocre rating, Lina and Jakob looks at the trailer together and decides to see it
  • Lina tries to find a good time to watch it, 21:00 is usually a good time to watch a movie, it means that they have time to buy and cook food before, and maybe even walk to the cinema
  • Lina books 21:00, which she pays directly - she doesn’t like to but she don’t like to be there earlier just to get the tickets out - which leaves her with one option. They both agree to make falafel and roosted vegetables, their safe bet when they run out of ideas on food.
  • It is 3 hours until the movie starts which means that its Time for Lina and Jakob to buy the groceries for their dinner
  • During dinner they speak of what a delight the walk to the cinema is
  • At the cinema they both get a small popcorn and a mineral water
  • After the movie they take the subway home and if the movie was a lot to take in they commute in silence
  • Before Lina goes to bed that night she texts three different friends about the movie, one of them have seen it and two of the others is to purely recommend to watch it. She liked it a lot.



Early adopters who will take this application on and use it and be honest with what they think (for next iterations)

Users with an income who will afford going to restaurants and has as an part of their daily life going out for dinner and movies (great users to get feedback from)

Trend setters who will show the way for their friends to follow: get the application

Social who likes to hang out with friends and will get to know new people easily, spreading the word about the service and also potential new features ( go to dinner with a stranger)

Active on social apps has the social apps required to connect with a recommendation engine as this idea sets out to be, also has a way to communicate and digest information


Daily used  applications within target group

  • Instagram
  • Facebook
  • Google maps
  • Snapchat
  • Whatsapp
  • Omni (news)
  • Medium (articles)





Mini Experience Mapping

DO, SEE, FEEL - Before, during, after the event.




Spontaneous events gives a kick of adrenaline, a great deal of excitement and a feeling of purpose. 

It is a version of discovery: the user get in to a discovery mode when they have discovered that they feel spontaneous. Which comes with expectations that will meet this feeling and need of finding a way to "do something”. 


Spontaneous events are defined by

  • I want to discover something I have heard about
  • I want to discover something new that I like
  • I expect to have a "don’t make me think but delight me experience" 





Tom Tomson

26 yrs old

Works in marketing

Loves to climb and ride his bike

Uses his computer most of his awake time, if not for work then youtube clips, netflix documentarier and series, and articles, and on product hunt

Lives with his best friend Victoria in the center of the city, the more calm part with a mix of new born babies and hobby ehnthusiastics. A lot of bars, restaurants and cafés

Tom is a bit in love with Victoria.



Empathy map

Two types of behaviour while in ‘discovery’ mode: active and non active, therefore two types of opportunities for spontaneous events to happen.




Toms daily routine 

What does Tom do on a daily basis? What pain points is there and what opportunities?




User goals

I want to be able to get a booking without thinking about the details

I want to find something to do without having to do further assessment

I want to be able to further assess wether the event or place is relevant for me

I want to invite my friends without going in and out of the application

I want my friends to know where to go without me calling them

I want to know if my friends can go without having to confirm it with them outside of the application

I want the service to know where I am so that I don’t have to search for places nearby

I want to get relevant suggestions for my evening

I want to see images of the place 

I want to change my mind during the evening

I don’t want to think about the evening logistics


Feature goals

User has ability to add friends in friend suggestion list

User has ability to choose between 3-5 restaurant with one suggestion at a time

User has ability to switch event 30 minutes before event starts

(this also helps the service to get better on knowing where users want to go)

User has ability to further assess place to see relevant info such as Instagram photos from place 

User has ability to accept or ignore friend request to the event after event has been created - but only if new participant requests it through the service

User can connect Facebook account, google plus account, instagram account, contacts on device, twitter account to be able to have a personalised experience



  1. Tom likes to be spontaneous but has a trouble coming up with what to do which can be resolved by this service that comes up with a spontaneous plan for Tom. We know we’re right when Tom expresses his needs met after an evening using the service which is measured by feedback from new costumers (such as in app feedback and ratings on app store).
  2. Tom likes to go to dinner and watch a movie spontaneously with his friends, mostly because nothing else is planned, but he has troubles with finding good seats at the cinema and new restaurants to try. Which can be solved by this service knowing Tom and his friend well enough to put together their evening - Tom always feels excited, this because he trust the service to make good suggestions for him. We know we are right when Tom uses the service at least once a month and invites his friends to use it, measured by the codes his friends can use if they were recommended the service. 



Idea generation methods


  • How might we questions

How might we find the boosts that makes the planned spontaneous experience feel more spontaneous?

How might we find ways to excite, inspire, surprise in a social service that our users are eager to use?
How might we make event coordination as convenient and comfortable as our users daily routine?

  • Brainstorming
  • Good and bad ideas OUT


Material Guidelines

Material is the metaphor

A material metaphor is the unifying theory of rationalised space and a system of motion.

Our material is grounded in tactile reality, inspired y our study of paper and ink, yet open to imagination and magic.


Surfaces are intuitive and natural

Surfaces and edges provide visual cues that are grounded in our experience of reality.

The use of familiar tactile attributes speaks to primal parts of our brains and helps us quickly understand affordances.


Dimensions affords interaction

The fundamentals of light, surface, and movement are key to conveying how objects interact.

Realistic lighting shows seams, divides spaces, and indicates moving parts.


One adaptive design

A single underlying design system organizes interactions and spaces. Each device reflects a different view of the same underlying system.

Each view is tailored to the size and interaction appropriate for that device. Colors, iconography, hierarchy, and spatial relationships remain constant.


Content is bold, graphic, and intentional

Bold design creates hierarchy, meaning, and focus.

Deliberate color choices, edge-to-edge imagery, large-scale typography, and intentional white space create immersion and clarity.


Color, surface, and iconography emphasize actions

User action is the essence of experience design. The primary actions are inflection points that transform the whole design.

Their emphasis makes core functionality immediately apparent and provides waypoints for the user.


Users initiate change

Changes in the interface derive their energy from user actions.

Motion that cascades from touch respects and reinforces the user as the prime mover.


Animation is choreographed on a shared stage

All action takes place in a single environment.

Objects are presented to the user without breaking the continuity of experience even as they transform and reorganize.


Motion provides meaning

Motion is meaningful and appropriate, serving to focus attention and maintain continuity.

Feedback is subtle yet clear. Transitions are efficient yet coherent.