 Table of Contents
 TL;DR
BeReal should add posting streaks and daily prompts to encourage increased, consistent engagement and deepen relationships on the platform.
 User Interviews
To gain a comprehensive understanding of BeReal’s user experience, interviews were conducted with a diverse group of users, varying in gender, age, and frequency of app usage. This range of perspectives provided valuable insights into how different types of users engage with BeReal and highlighted key opportunities for improving the app.
Here are the findings:
User Delights
•
Authenticity is valued: Users across the board appreciate BeReal’s focus on authentic, unfiltered content, which allows them to see genuine moments from their friends’ daily lives. This personal, real-time sharing sets it apart from more curated platforms.
•
Casual, low-pressure sharing: The lack of pressure to post polished content was consistently praised. Users enjoy the spontaneous nature of BeReal, where the posts feel more natural and reflective of everyday life, promoting a relaxed environment.
•
Strong personal connections: Many users reported that the tight-knit community feel is one of BeReal’s biggest draws. The emphasis on sharing with close friends fosters more meaningful interactions and stronger connections, making the app feel intimate and personal.
User Pain Points
•
Inconsistent engagement: Users mentioned that while they enjoy the authenticity, maintaining regular engagement can be challenging, especially when daily posts feel repetitive or lack excitement. Some users drift away due to the predictability of the content.
•
Limited discoverability: Several users expressed difficulty in expanding their social circles. The app's current discoverability features are minimal, which makes it hard to find new connections or interesting content beyond their immediate group of friends.
•
Restrictive posting structure: The strict 2-minute posting window was noted as a limitation. Users who miss the window feel that it restricts their ability to engage flexibly with the app, reducing the spontaneity of interactions at different times throughout the day.
I created an initial customer job map before conducting my user interviews, and refined it after gathering my findings in a Job Map 2.0
Job Map 1.0
Job Map 2.0
 Problem Alignment
BeReal, a unique social media platform known for its emphasis on authenticity and community, is facing a problem where users struggle to consistently engage with content posted by friends. This results in a lack of motivation for users to post their own daily pictures, leading to a decrease in community engagement. User interviews have revealed that some posts on the platform are unrelatable, and there is a lack of consistent posting from community members, causing barriers to engagement that may potentially deter users from using BeReal.
High-Level Approach
There is a diverse range of content posted to BeReal every single day. This diversity can make every day unique and fun, but it can also make engagement that much harder. It is challenging for users to relate with and engage with unrelatable content. At the same time, this lack of engagement with the users’ personal posts can be demotivating and lead to inconsistent engagement with the daily posting alerts. Daily content that is relatable and shares commonalities amongst the entire userbase would be ideal in promoting community engagement, and visual indicators of posting consistency would inspire users to establish daily posting habits
Value Proposition
By introducing a common link across each post, users will feel more comfortable engaging with posts and deepen their relationships with friends.
Goals
1.
Increase the quality and quantity of community engagement
2.
Motivate users to post consistently, on a daily basis
3.
Increase the relatability of content posted
4.
Introduce more variance/randomness into each day's content
 Non-goals
1.
Improving the ability to discover new users
2.
Improving the process of sharing content on the platform
Solution Alignment
Key Features
Plan of Record
1.
A brand new daily prompt feature
a.
Everyone will be given the exact same prompt
b.
Prompt will be included within the daily photo-capture process to ensure ease of use and accessibility
c.
Prompts will range from fun questions (i.e. does pineapple belong on pizza?) to deeper questions(i.e. what is something bothering you right now?)
d.
Prompts will have their own entirely separate comment feed
Future Considerations
1.
Daily posting streaks
a.
Small fire icon beside the user profile name indicating the number of consecutive days that the user has posted
i.
Increase motivation to post
2.
Smart Filters for BeReal Memory Calendars
a.
Add filters within the posting history tab
b.
Can filter by geotag location, tagged people within pictures
c.
AI-powered filters; detect pictures of food, mountains, or dogs
3.
Adding even more integrations like the newly added-Spotify (potential paywall)
a.
Integration will only be active and show data if it is detected that certain activities are within the photo frame
i.
Netflix Info
ii.
Video Game Info(similar to Discord)
iii.
Strava
iv.
Goodreads
v.
Youtube
Key Flows
User Flow
Key Logic
A customer will...
1.
Post their daily BeReal picture
2.
Respond to the daily prompt after capturing the image
3.
Post the image & response to the feed
4.
Engage with other images & prompt responses on the public feed
 Launch Plan
Key Milestones
TARGET DATE | MILESTONE | DESCRIPTION | EXIT CRITERIA |
1 month | Pilot | Easy to understand & use
No bugs on a rolling weekly basis | |
2 months | Beta 1 | Cohort of 5% of users | 70% of users continue using feature consistenly after the 1 month period |
3 months | Beta 2 | Cohort of 25% of users | Increased percentage of DAU from Beta 1, with a 50% boost in average comments per BeReal post |
3.5 months | Region Launch | Full launch to all UK users | Measure and monitor metrics |
5 months | Global Launch | Full launch to all users globally |
 Appendix
A: Identifying Important and Underserved Needs
NEED | IMPORTANCE | SATISFACTION | CONCLUSION |
Maximize user engagement with posted content | High | Low | Opportunity |
Maximize Opportunites to Engage with Previous Content | Low | Low | Not Worth Going After |
Maximize consistency of posting | High | Low | Opportunity |
Increase the variance/randomness of daily content | High | Low | Opportunity |
Improve discoverability of new users | Low | Low | Not Worth Going After |
Increase flexibility of taking pictures | Low | Low | Not Worth Going After |
Increase the sharing capabilities | High | High | Competitive |
Increase the context behind pictures | Medium | Medium | Could be any category |
Maximize relatability of content | High | Low | Opportunity |
Minimize the effort needed to share/save content | Low | Low | Not Worth Going After |
Improve the history browsing experience | Medium | Low | Opportunity |
B: Value Proposition
Customer Profile | Value Map |
Young adults (Gen Z/ Millennials) who want to stay engaged with friends on a deep and personal level | A social media platform that fosters authentic and meaningful connections by encouraging users to share their real selves through unfiltered, unedited, and unscripted daily snapshots |
Gains | Gain Creators |
• Increased social connectivity and engagement with friends and family
• Enhanced self-expression and creativity through daily posts | • Encourages authentic daily content at a random time interval
• Creates a safe space to express oneself; a snapshot into both the highs and lows of everyday life |
Customer Jobs | Products and Services |
• Share what is going on in life currently
• Maintain relationships with friends | • Randomized posting times to encourage authenticity; accurate representation of what is going at a given time
• Unfiltered photo sharing platform
• Community features such as commenting and emoji reactions |
Pains | Pain Relievers |
• Fear of being judged
• Lack of authenticity on social media
• Feeling disconnected from others | • Safe space for self-expression; everyone buys into the authenticity and spontaneity of the platform
• No filters or editing tools to encourage authenticity
• No follower count or likes to reduce fear of judgement |