Product Creation & Design
Product Creation, Research & Design
Jibed is a cannabis recommendation algorithm that curates a personalized experience based on your needs.
Project Type: Personal
PUBLISHINGS: Rough Draft
Role: product creation, market/user research, UX/UI design, illustration
It’s no secret that AI is becoming ubiquitous with almost every aspect of our lives. And although some fear the dystopian idea of this technology taking over our lives, it is a great human feat that I believe we will all come to cherish once we get past an awkward transition. Heavily intrigued by Machine Learning algorithms, I began this project after being inspired by a Guardian article that explained how marketers were buying users’ Spotify data to enhance their targeted advertising.
If Spotify can determine an individual’s mood based on their recent listening history, imagine how much more accurate snapshots of people’s emotions and needs could be by compiling various datasets.
Jibed aggregates data from the existing apps on your phone and selects the best strains of cannabis to fit your profile. This beta version of the app encourages users to journal their cannabis experiences through an input form system. This function will not only give them feedback from their documented use to make informed decisions, but allow Jibed to build a database of personal metrics and how they interact with specific strains. With the mass amount of data that machine learning requires, this first iteration is crucial in producing the knowledge needed to feed the AI algorithm in the future.
As of the first quarter of 2019, there are currently 1.8 million daily cannabis users in Canada.
That does not include weekly, monthly and occasional users. 2.5 million (47%) Canadians obtained cannabis from legal sources in this same time period. 646,000 of of those were first-time users, doubling the estimation from last year. This leads me to believe that cannabis use in Canada is likely to grow. I conducted a survey of 200+ (mostly) cannabis users and surveyed them on things related to cannabis use and personal data. As our early adopters and beachhead will be current cannabis users, we will focus on that population of the sample size, which is approximately 79%.
88% of surveyed respondents already use apps that they give access to their personal info.
Out of 200+ surveyed, over 55% have given personal info to access cannabis before and over 40% said they would do the same for a cannabis related app, with over 31% saying maybe. When specified that the app would give personalized recommendations, the number of yes votes jumped to 59%. Of the remainder of people who said no or maybe said their main reason was because of unspecified privacy policies, and that they would consider adopting the product if secure privacy policies were in place. This makes the TAM over 71%.
Through analyzing our user research data, our total addressable market is over 1.8 million users.
Cannabis use more common among young people (30% of 15- to 24-year-olds
Some Canadians who began using cannabis this year were former cannabis users who tried cannabis again post-legalization
Half of these new users post-legalization were aged 45 or older
From our target market of cannabis users, it was found that the main customer segments include daily users, occasional users and new users. Among cannabis users who would use a cannabis personalization app, over 63% consider themselves experienced or daily users, while the remainder consider themselves novice users. I selected the daily user as the product’s beachhead because they make up the majority of potential adopters. The daily user may or may not be knowledgeable about cannabis, but both still want personalized recommendations. They are typically young and like services such as these to feel exclusive.
Jibed falls on the high end of both personalization and variety and information—the main objectives of the product. Though some apps perform similar functions, most only offer one or the other. Leafly would be Jibed’s biggest competitor, as it not only has a large catalogue of products with very in-depth information, but they also allow for some personalization. However, Leafly’s personalization is done through manual filters, making Jibed the more convenient and expert solution as it works passively to make accurate and informed decisions about its users.
Customer Journey Map
Compared to Leafly, Jibed aims to satisfy all user needs. By conducting this journey map, I was able to visualize what needs the user will require at what stage, thus informing my experience design from an empathetic level. Ultimately, the cannabis industry is new and users are hesitant about connecting their information to it. By providing the option of anonymity, it allows the user to rise to a level of comfortability at their own pace, at which point they can choose to take advantage of Jibed’s full personalization features.