Challenge
Hummy is a fresh, new social media platform built around topic-based groups where users can share, discuss, and connect. But there’s a catch — many social media users tend to lurk rather than engage. Research shows that actively posting, commenting, and sharing content leads to a more fulfilling online experience, yet many remain passive. Our challenge? Turning those silent scrollers into active participants and making Hummy the go-to space for meaningful interactions.
Insight
The key to engagement is creating a space where users feel safe sharing without fear of negative comments. We wanted to ensure that group discussions stayed relevant and positive, fostering real connections based on shared interests. However, we faced a challenge — without the right structure, group topics could become too shallow, leaving users uninspired to participate. Our solution? A design that gently nudges users toward creating meaningful groups, encouraging rich discussions, and making Hummy a place where people actually want to contribute.
Solution
Our redesigned group creation process guides users toward crafting topics that spark curiosity and encourage sharing. By subtly steering users toward deeper, more engaging group themes, we create a safer, more inviting space where no one feels hesitant to speak up. And because real engagement thrives when people have something to look forward to, we’ve introduced an exciting events feature! Our research revealed that users are far more likely to interact when they have scheduled meetups, discussions, or themed activities to participate in. With these changes, Hummy becomes not just another social media platform, but a dynamic space for real conversations, connections, and community building.
