The goal of the project was to design and build a microsite, called The Dinner Party, to present extensive consumer research data provided by Forerunner and Bain & Company. Additionally, the aim was to craft a quiz experience for users to uncover their archetype—one of eight profiles of consumers in the U.S. today.
Forerunner Ventures, established in 2012, is a venture capital firm that centers its investments around the evolving behaviors of the modern consumer. With over $2.3 billion in investments and a portfolio featuring companies like Oura, Glossier, and Chime, Forerunner stands as a research-focused, women-led firm, forging bold partnerships for a rapidly changing world.
The platform launched in early 2023, attracting thousands of visitors and quiz participants in its initial weeks. This microsite offered an engaging and user-friendly experience that enabled users to explore insights and identify their personal archetypes through a quiz.
Within a few weeks of launching the project, we got 8,000–9,000 subscribers on the platform with very little marketing push. Aside from that, the quality of Perpetual’s work was top-notch. The quality of their work reflected their experiences and our effective collaboration.
Our UX team worked closely with the Forerunner team to design and build the microsite in 3 months, paying close attention to usability and visual design. We built a no-code solution for the beta release of the quiz and microsite, utilizing various tools to deliver the quiz, calculate the archetype, and send the user their result. Our collaborative and iterative approach allowed us to optimize for user engagement and understanding of consumer insights.
We designed the site following the proposed branding for The Dinner Party platform, taking a progressive disclosure approach for revealing information to reduce cognitive load and visual clutter. Subtle animations and parallax effects for graphics were used throughout the site, adding a layer of depth, motion, and interactivity to grab users’ attention. Throughout the website, users are invited to take the quiz and join The Dinner Party platform.
Central to The Dinner Party's platform is learning about the eight different archetypes—profiles of American consumers. Each archetype is represented by a fun character, with names such as “Explorer” or “Pioneer”. Each archetype has different personality traits, and the goal of the quiz is to reveal each user’s archetype. We wanted to present these archetypes in an engaging way, providing more details and a way to share the archetype on social media. Built using a strategic selection of less than 30 questions from the original comprehensive survey, the quiz underwent an iterative design process and a no-code solution implementation, using tools like Jotform, Google Sheets, Zapier, and Mailchimp to calculate archetypes and deliver personalized results to users. Each archetype is represented by a fun character, with names such as “Explorer” or “Pioneer”.
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The quiz enables users to uncover their unique consumer archetype based on their quiz responses. Built using a strategic selection of less than 30 questions from the original comprehensive survey, the quiz underwent an iterative design process and a no-code solution implementation, using tools like Jotform, Google Sheets, Zapier, and Mailchimp to calculate archetypes and deliver personalized results to users.
The microsite was designed with a responsive layout to ensure a consistent user experience across various devices and screen sizes. By prioritizing responsive design principles and using flexible grids, we aimed to optimize accessibility, readability, and interactivity, allowing users to engage with The Dinner Party content easily on desktops, tablets, and mobile devices.
After completing the quiz, users received personalized archetype emails featuring visually appealing design elements in line with The Dinner Party's branding. By following best practices for email and newsletter design, this approach aimed to deepen users' understanding of their archetypes, increase engagement, and encourage them to return back to The Dinner Party for further exploration.
The platform launched successfully in early 2023 resulting in thousands of visitors and quiz-takers within the first few weeks.
The microsite encouraged the user to explore insights, and the quiz allowed individuals to discover their own archetype. The collaboration between UX design and graphic design teams resulted in a visually exciting, user-friendly experience.
Ultimately, the platform fostered ongoing community engagement and insight generation to help determine consumer behaviors and interests, driving Forerunner Ventures towards a better understanding of the evolving behaviors of the modern consumer.
