The Dinner Party

An interactive microsite revealing your consumer archetype

The Dinner Party is a colorful microsite allowing users to discover their unique consumer archetype and dive into research insights. Rooted in a comprehensive report by Forerunner Ventures, and enriched by Bain & Company's survey data, the microsite captures the landscape of consumer habits and contemporary culture across the United States. It was created in collaboration with Special Operations Studios.

Role

Lead Designer

Year

2023

Timeline

3 months

Link

Visit Website

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Background

Bringing research to life

Forerunner Ventures, a research-based venture capital firm, had planned to release a detailed report on extensive consumer research. They had an idea to transform this complex data into a more digestible and interactive experience, as well as to build a community of people who would continue to receive insights and surveys.

Approach

Architecting the archetype quiz with low-code innovation

I was responsible for the microsite's discovery research and design, and developed a quiz-based archetype algorithm using a low-code solution that was faster and cheaper to maintain than more complex back-end alternatives. Jotform, Google Sheets, Zapier, and Mailchimp were some of the tools I used to build this beta version of the quiz experience.

Impact

Minimal marketing, maximum impact

The launch of The Dinner Party had a significant impact, engaging over 16,000 visitors and calculating 6,500+ archetypes within the first month—all with a remarkable 95% quiz completion rate. With minimal marketing efforts, the platform attracted 10,000 new newsletter subscribers, deepening user engagement and expanding Forerunner Ventures’ community.

95%

quiz completion rate

10,000