TULU—Project Z

Designers

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TULU—Project Z

A Strategy for Curating Offerings and Services to Meet Gen Z Needs and Preferences

Designers

Audrey Park

Key Words

Bofu Yang

Li Li

George Hoang

SUMMARY

Our project aimed to enhance TULU's appeal to Gen Z students by improving product selection and engagement. We conducted interviews and workshops with Gen Z TULU users, discovering their aversion to TULU's mandatory membership, hindering adoption. Despite easy access, residents at FOUND STUDY Midtown East underutilized TULU. To address this, we proposed promoting seasonal products aligned with Gen Z's values. Prototypes guided users to engage with TULU, fostering a sense of ownership.

challenge

Identifying the needs and preferences of Gen Z users was a significant challenge, as their behaviors are nuanced and constantly evolving. Additionally, convincing Gen Z users to commit to TULU's membership model proved to be a barrier, highlighting the need for a more enticing value proposition. We also faced the challenge of ensuring that our proposed solutions were feasible and aligned with TULU's business model.

Outcome

Our project's outcome includes a prototype that exemplifies how TULU can encourage users to fully utilize its range of products. The prototype offers a personalized journey for users, guiding them through an engaging experience that enhances their interaction with TULU. This approach not only increases user engagement but also strengthens TULU's relationship with its users, fostering loyalty and long-term commitment.