SAMOSA LABS
UX . STRATEGY . MULTIMEDIA MESSAGING
INTRO
Samosa is an app founded in 2014 to add a layer of multimedia fun to messaging applications. The app was designed for users to create, consume and share bite-sized clips of audio, video, GIFs and memes to bring more dimensions to daily conversations.
CONTEXT
The context was a digital environment where lots of messaging apps competing with each other for pretty much the same features. Whatsapp, Facebook Messenger and iMessage were the major players, all the while lacking any integrated media options that exist today.
Samosa filled this gap by working as a "collaborative" solution, where one could find a lexicon of media based on films, politics and general culture.
CHALLENGE
The primary challenge that Samosa faced was a clear definition of where it fit in to daily use. 9Gag and imgur were leaders in this space, with Instagram quickly catching on with fast-evolving features.
This further lead to the app being downloaded and forgotten and/or lost engagement after the first few days of usage. The app was unsuccessful in fitting into a pattern of regular use outside of India-specific meme-consumption.
