Abstract
I. Technical Project Abstract
Deciding which restaurant to eat at often poses an inconvenience for many individuals. The decision-making process is riddled with a variety of factors such as personal preferences, social dynamics, and an overwhelming number of options. Our technical project addresses this issue by partnering with a startup, dinemait, that utilizes an artificial intelligence (AI) recommendation model to provide curated restaurant suggestions to its mobile application users. The goal of this work is centered around improving dinemait’s application to retain and grow its active user base. Our team used a systems-based approach to increase user engagement by: (1) evaluating the existing application, and (2) improving outreach features and techniques. After an internal review of the application, a study was conducted to gain user-centric data to further assess it. It consisted of focus group discussions and surveys to gain insight into necessary improvements and valuation of the application. Next, by researching specific marketing strategies and ideating push notifications to encourage interaction with the application, we provided suggestions for dinemait to deploy in order to gain exposure. Our results will provide us with insights into the viability of the current application and outreach tactics, to then guide our recommendations and implementation.
II. STS Project Abstract
The STS study explores how dinemait can strategically use social media to meet its goal of 1,000 users within its first year. Applying Actor-Network Theory (ANT), the research emphasizes how businesses can succeed by aligning and reinforcing relationships between conceptual, technical, economic, and social actors. The paper examines two case studies—HiSmile and Homejoy— offering contrasting outcomes based on the strength and cohesion of their actor networks. HiSmile’s success was driven by actors gaining purpose, power, and meaning through their mutual reinforcement, as seen in the tightly integrated network of its unique product, micro-influencer marketing, and iterative experimentation. In contrast, Homejoy’s failure stemmed from disjointed actor relationships, resulting from poor financial decisions and short-sighted user acquisition strategies.
Inspired by HiSmile’s approach, my capstone team recommended a guerrilla marketing strategy for dinemait—an unconventional, cost-effective approach designed to build strong, interconnected alliances across all parts of the business. Our research included an in-depth analysis of social media platforms, influencer partnerships, and effective content creation methods. Additionally, we conducted a user experience study to identify opportunities for product improvement through feedback-driven iteration. By combining these tactics— targeted influencer outreach, engaging content, and continuous refinement—dinemait is positioned to build a sustainable and scalable network capable of driving long-term success.
III. Connecting Technical and STS Projects
Both the STS and technical projects aim to increase dinemait’s user engagement and long-term growth through systems-based approaches. The STS paper focuses on dinemait’s social media marketing strategy, using the HiSmile case study to illustrate how an interconnected network of actors can reinforce and amplify a brand’s presence. The technical paper applies a systems methodology to assess and refine dinemait’s app interface and outreach strategies, building on marketing insights introduced in the STS project.
A key theme across both projects is the importance of iteration and user-centered design. The STS paper uses ANT to show how actor roles and relationships should evolve in response to feedback and environmental changes. This mirrors the technical paper’s recommendation loop, which is grounded in user interviews, focus groups, and data-informed iterations.
Ultimately, neither paper treats design or marketing as isolated activities. Instead, they emphasize the construction of a cohesive socio-technical ecosystem that drives sustainable value for dinemait. Whether through refining the app’s user interface and onboarding process or developing a guerrilla marketing campaign aligned with user demographics, both papers demonstrate how intentionally shaping actor relationships can support dinemait’s goal of long-term success.
