Kura Kura App: Meaningful Connections Made Fun

A gamified platform that encourages users to connect authentically and build meaningful relationships

Loneliness is a serious public health issues that are affecting an increasing number of young people, particularly Gen Zs. According to a 2020 survey by Cigna, 56% of Gen Zs find it challenging to be vulnerable and have a fear of judgement, indicating that there is a growing issue of loneliness amongst this age group. A study by the American Psychological Association found that Gen Zs are more likely to experience loneliness than any other age group, highlighting the extent of the problem. 

Loneliness is not only emotionally distressing, buf has serious health consequences, including an increased risk of premature death and diseases such as cardiovascular disease, depression, and cognitive decline. A study by The Campaign to End Loneliness found that loneliness can increase the risk of premature death by up to 30%.

Despite the significant impact of loneliness on young people's health and well-being, it is often neglected as a public health issue, partly due to its invisibility and lack of recognition as a serious concern. This is further complicated by the independence and self-reliance of Gen Zs, who may not be as comfortable expressing their feelings, leading to it being overlooked. Societal expectations and mental health stigma also contribute to the difficulty of recognizing loneliness in Gen Zs.

Furthermore, traditional professional mental health support is typically not equipped to address the issue of loneliness, as it typically focuses on treating individuals with specific mental health conditions, rather than addressing the underlying social determinants of health such as loneliness.

Peer support, when individuals who have experienced similar challenges or struggles provide support to each other, can be an effective way to address loneliness amongst Gen Zs. This type of support can be particularly effective for young people, as it provides them with a safe and supportive space where they can express themselves authentically and connect with others who understand them. This form of support is particularly important for young people as they are in a stage of their lives where they are developing their sense of self and identity. They are also more likely to be experiencing stressors such as academic pressure, and navigating relationships. In this stage of life, peer support can be especially beneficial as it allows them to share their experiences and feelings with others who understand and can relate to them.

However, many young people struggle to access peer support when they need it the most. This can be attributed to a number of factors, including : 

— reluctance to reach out for help due to feelings of insignificance or shame

—  lack of strong social networks or support systems

— a lack of resources or information on where to find help. 

These barriers to peer support can have serious consequences for young people's mental health and well-being, as social connections are essential for mental well-being and strong peer support systems can help young people navigate the challenges of their developmental stage with the support of others who understand and can relate to them.

Our solution is a mobile app that aims to create a fun and engaging platform that encourages users to connect authentically and build deeper, more meaningful relationships. The app uses social journaling based on curated prompts designed to allow users to understand each other beyond the surface level. It also uses a question-based guessing game to spark vulnerable and deep conversations. 

The app works by providing users with an outlet where they can express themselves freely and share their thoughts and feelings with others. The journal is based on curated prompts that are designed to encourage users to open up and share more about themselves. Users can also connect with others in a safe and anonymous environment, which allows them to build deeper connections with others who understand and can relate to them.

The app also includes a question-based guessing game, where users can play with their friends and get to know each other on a deeper level. The game is designed to trigger vulnerable and deep conversations, which can help users to build stronger connections with others.

Lastly, the app also allows users to personalize their Kura and decorate their habitat with the in-game currency earned through completing the above games. This helps improve engagement and retention, a key Achilles heel for many related mental health applications.

In summary, our solution is a mobile app that creates a fun and engaging platform that encourages users to connect authentically and build deeper, more meaningful relationships. The app uses social journaling based on curated prompts and a question-based guessing game to trigger vulnerable and deep conversations. It's easy to use and can be accessed through mobile devices, making it accessible to a wide range of users.

Our solution serves Gen Zs aged 18 to 24 who struggle with peer support and becoming vulnerable. These individuals often find it hard to form close relationships, and they may feel that their problems are not significant enough to warrant seeking support or they may be ashamed or embarrassed to talk about their struggles. 

Gen Z individuals aged 18 to 24 who struggle with peer support and vulnerability may currently be underserved in a few ways:

1. Limited access to safe and supportive spaces: These individuals may have difficulty finding spaces where they feel comfortable sharing their vulnerabilities and struggles without fear of judgment or ridicule.

2. Lack of peer support: They may not have a close-knit group of friends or family members they can rely on for emotional support.

3. Stigma surrounding vulnerability: They may feel ashamed or embarrassed to talk about their struggles and may not know how to seek help.
   

4. Digital natives: This generation have grown up with technology and have different ways of communication, finding traditional ways of support not as accessible as they are used to.

Our solution addresses these needs by facilitating a safe and supportive space for people to share their vulnerabilities and struggles. Our platform will provide a space where young people can connect authentically with others, express themselves freely and build deeper connections with others who understand and can relate to them. This will allow young people to overcome their fear of judgement and build stronger connections with others. By providing a platform that addresses the needs of the Gen Z population, our solution will help them to form deeper and more meaningful connections with others, reducing the risk of mental health issues, and increasing the likelihood of having support systems in times of need.

Our team is well-positioned to deliver this solution as we have a diverse set of skills, background, and experiences that uniquely position us to solve the problem.

Our team lead, Wooz, has not only served for 2 years in the police force as a ground response officer, but is currently undertaking a  double major in Information Systems and Cyberpsychology at university which provides him with a unique perspective on how to support and connect with young people. His background in information systems has given him the technical skills necessary to understand the development process of the app and how to make it more user-friendly. On the other hand, his background in psychology has provided him with knowledge about how people think, feel, and behave, which gives him an understanding of the challenges that young people may face in their daily lives. This combination of technical and psychological knowledge allows Wooz to make informed decisions about the design and development of the app. He is able to understand the needs of the users and create an app that is both engaging and easy to use. Additionally, his experience as a ground response officer has given him the ability to communicate effectively with people from different backgrounds and cultures and the skills to handle difficult situations, which is a vital element in creating a successful app that can support and connect with young people. Furthermore, his understanding of psychology allows him to provide support when necessary and make the app more effective in helping young people.

Another team member, Arin, who is our design lead, is an undergraduate in Human-Computer Interaction from Carnegie Mellon and has many years of experience in UI/UX design. This expertise will help us to create an app that is user-friendly and intuitive for young people to use. Having a team member with a degree in Human-Computer Interaction and experience in UI/UX design is crucial for the success of our app. The Human-Computer Interaction degree provides a strong understanding of the principles and techniques for designing user-centred systems. This means that our team has the knowledge and skills to design an app that is user-friendly and intuitive for young people to use. 

Additionally, our tech lead, Rachel's computer science undergraduate education has provided them with a strong foundation in the technical skills necessary to develop and design the app. Furthermore, their experience working in various tech-related roles in startups has allowed them to further develop and hone these skills. They have gained hands-on experience in programming languages, software development, and design principles, which enables them to create an engaging and easy-to-use platform for our users.
Rachel's experience working in startups has given them a unique perspective on the challenges and opportunities that come with developing and launching a new product. They have worked with a variety of technologies, teams, and stakeholders, which has helped them develop a deep understanding of how to create a product that meets the needs of its users and stands out in a crowded market. Furthermore, Rachel's experience in a startup environment has made them comfortable working under pressure and dealing with tight deadlines.

Another key member of our team, Eva has an undergraduate degree in psychology which brings a valuable perspective to our app development process. Their understanding of human behaviour and mental health will be instrumental in validating the frameworks and methods we are using to encourage authentic connection and self-expression. They have knowledge of the psychological principles and theories that are relevant to our app's mission and will help us to design an app that is grounded in sound psychological principles.

This team member's education and background in psychology will help us to ensure that our app is not only user-friendly and visually appealing but also effective in addressing the issue of loneliness and disconnection amongst Gen Zs. They will provide valuable insight into the emotional and psychological needs of our target population and help us to design features and prompts that are tailored to meet those needs.

In addition, their knowledge of research methods will be helpful in conducting pilot tests and gathering feedback from users. They will be able to validate the effectiveness of our app in addressing the issue of loneliness, which will be important for demonstrating the app's value to potential partners, investors and other stakeholders.

In summary, our team is well-positioned to deliver this solution as we have a diverse set of skills, background, and experiences that uniquely position us to solve the problem. Our team members' life, volunteer, and work experiences have helped us to understand the experiences of those we serve, and our team is representative of those we serve. This diversity in background and experience allows us to approach the problem from different angles and create a solution that addresses the needs of the population in the most effective way possible.

In order to understand the needs of the population we want to serve, we have taken several steps. First, we conducted 2 structured pilot tests with a local secondary school and the Biomedical Engineering Department at a local university for a total of more than 300 users. This allowed us to gather feedback and insights from a diverse group of young people, which helped us to understand their needs and challenges more effectively.

Aside from the pilots, our team has taken several steps to understand the needs of the population we want to serve:

• Engaging psychologists in the local mental health space. We have consulted with professionals in the field to gain a deeper understanding of the specific needs and concerns of our target population and to ensure that our solution is grounded in best practices.

• Interviewing potential users via telegram. We have reached out to individuals who fit our target demographic and have conducted interviews to gather feedback on their needs and experiences. This has helped us to gain a better understanding of the challenges they face and to develop a solution that is tailored to their needs.

• Collaborating with the peer helpers community at a local university, a community of full-time undergraduate students selected and trained to support the work of professional counsellors at the University's Student Wellness Centre. This allows us to learn more about the needs of the population and how to best serve them. They provide us with insights on how to make the app more accessible and how to reach out to more young people who could benefit from our solution.
  

Overall, we have taken a multi-disciplinary approach to understanding the needs of the population we want to serve, combining our own personal experiences with professional expertise and feedback from potential users.

Our solution is innovative in several ways. Firstly, it combines social journaling and a question-based guessing game to encourage users to open up and share more about themselves, this approach is unique and encourages users to express themselves in a way that is more authentic, and meaningful but most importantly fun.

One of the biggest challenges in addressing the problem of loneliness and disconnection among young people is overcoming inertia. Many people may be aware of the problem, but they may not take action because it requires effort and a willingness to take a risk. That's why it is important to build a solution that is convenient, engaging, and fun.

Our solution addresses this challenge by creating a fun and engaging platform that encourages users to connect authentically and build deeper, more meaningful relationships. This makes it convenient for users to access and use the app, and it makes it more likely that they will take action and engage with the platform.

Furthermore, our app's question-based guessing game and curated prompts are designed to make the experience engaging and fun. By making the process of connecting and expressing oneself an enjoyable one, we increase the chances that users will want to continue using the app and building deeper connections with others.

Our solution could be catalytic in several ways. We believe that it has the potential to change the market by providing a new and unique approach to relationship building that addresses the specific needs of the Gen Z population. By providing a platform that facilitates authentic connection and self-expression, we believe that our solution could enable broader positive impacts by helping young people to form deeper and more meaningful connections with others.

Furthermore, our solution could also be used as a resource by educational institutions, mental health organizations, and government agencies to support and improve the well-being of young people. We believe that by providing a platform that addresses the needs of the Gen Z population, our solution could help to reduce the risk of mental health issues and increase the likelihood of having support systems in times of need.

Our impact goals for the next year are as follows

5,000 Weekly Active Users (WAU): The number of unique users who open the app and engage with it at least once in a given week. 

This is an important impact goal because it represents the number of unique users who are actively engaging with the app on a weekly basis. A high number of WAU indicates that the app is meeting the needs of its users and providing them with valuable content or features. It also suggests that the app has a strong user retention rate, which is crucial for long-term success.

 Feeling of connectedness: At least 50% of users who report feeling more connected to others as a result of using the app.

This is another essential impact goal because it measures the app's ability to foster a sense of community and social connection among its users. A high percentage of users reporting feeling more connected to others as a result of using the app suggests that the app is effectively fostering a sense of community and promoting social interaction. This is critical because social connection and community are fundamental human needs and could mean that the app is helping to reduce social isolation and loneliness, key pain points we seek to alleviate. 

The core technology that powers our solution is a mobile application. The mobile app is built using a combination of technologies such as Flutter, which allows us to develop the app for both iOS and Android platforms, and Firebase, which provides a comprehensive set of tools for building, testing, and monitoring the app.

In addition, we are also exploring the possibility of creating a web application through a customized dashboard for organizational partners. This would allow organizations such as educational institutions and mental health organizations to access and monitor the data of the users they support and to provide additional resources and support. This web application would be built using technologies such as Node.js and MongoDB, which are well-suited for building scalable and reliable web applications.

Currently, our solution serves 500 people, through the number of downloads of our app. However, our goal is to reach 5,000 active users by the end of the year. We plan to achieve this by increasing the visibility of our app through targeted marketing campaigns, partnerships with relevant organizations, and by continuously improving our app to better meet the needs of our users. We believe that by reaching 5,000 active users, we can directly and meaningfully affect a significant number of young people and help them build deeper and more meaningful connections with others.

There are several barriers that currently exist for us to accomplish our goals in the next year. One of the main barriers is legal, as it might be difficult to work with governmental agencies and educational institutions due to liability issues. Our app deals with sensitive data, and we need to ensure that we are compliant with all relevant laws and regulations.

Another barrier is in the area of business-to-business (B2B) partnerships, as it might be difficult to establish partnerships with organizations due to the sensitive nature of the data we deal with. We also need to ensure that any partnerships we establish align with our goals and values, and that they provide the best possible service to our users.

To overcome the legal barriers, we will work closely with legal experts to ensure that our app is compliant with all relevant laws and regulations. We will also establish clear guidelines and policies for handling sensitive data, and we will ensure that we have the necessary security measures in place to protect the privacy and security of our users.

To overcome the barrier of B2B partnerships, we will establish clear goals and values for our partnerships, and we will be selective in choosing partners that align with our mission. Additionally, we will work to establish trust and transparency with our partners, and we will actively communicate the value of our solution to them. 

We are currently working with a social enterprise that provides mental resilience training and workshops to Gen Z students, we offer the app together with the workshops as an add on. 

We also are working very closing with a number of youth mental health non-profits and university student clubs as we continue to seek their input and develop the app in the beta stage.

Our business model is a combination of B2C and B2B subscriptions. We provide a mobile application that facilitates authentic connection and self-expression for Gen Zs aged 18 to 24. Our app is designed to address the issue of loneliness, which is a growing problem among young people, by creating a safe and supportive space for them to share their vulnerabilities and struggles.

Our key customers are Gen Zs aged 18 to 24, who want a fun and engaging platform that encourages them to connect authentically and build deeper, more meaningful relationships. They need our app to help them overcome their fear of judgement and build a supportive community of peers who understand them.

The app is available for free download, however, we offer a premium subscription that gives users access to additional features and resources, such as personalized journal prompts, a question-based guessing game, and access to a community of peers who understand them.

Our B2B partners, such as mental health organizations, non-profits that work to support young people and promote mental well-being, educational institutions such as schools and universities, community organizations and youth centers that provide support and resources for young people, and government agencies, will pay a subscription fee to access the app for their clients or students.

Additionally, we also plan to sell merchandise such as T-shirts, stickers, and other items related to our app to generate additional revenue. These items would be sold through our website and at events, and they would help to promote our app and increase brand awareness.

Overall, our business model is designed to provide value to our key customers and beneficiaries by providing them with a safe and supportive space to connect authentically and build deeper, more meaningful relationships, while also providing a financial sustainability through B2C and B2B subscriptions and merchandising.

Our path to financial sustainability includes several revenue streams. The first is a B2C freemium subscription model. This model would allow users to download and use the app for free, but they would have the option to purchase a premium subscription that would give them access to additional features and resources.

Second, we will be pursuing B2B subscriptions with relevant partners such as mental health organizations, non-profits that work to support young people and promote mental well-being, educational institutions such as schools and universities, community organizations and youth centers that provide support and resources for young people, and government agencies. These partners could use our app as a resource for their students or clients, and they would pay a subscription fee to access the app.

Lastly, we also plan to sell merchandise such as T-shirts, stickers, and other items related to our app to generate additional revenue. These items would be sold through our website and at events, and they would help to promote our app and increase brand awareness.

Overall, these revenue streams will help to cover our expected expenses and ensure that we can continue to support our users and improve our app over time.