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Inspirational movement and film within the dance community
WHAT IS UNTAPPED?
• Short videos
• Graphic Memes
• Various Media
CLIENT
The people behind this movement, Brothers young productions, also known as “Bro Yo Pro” is a multifaceted production company based in Georgia.
They specialize in creating cutting edge entertainment for the masses.
THE PLATFORM
23.5K Followers
267K Followers
978 Followers
Journey of the super fan is muddled and complex.
Once landing on the Facebook homepage, its difficult for the super fan to
navigate through other media content in a seamless way.
THE PROBLEM
• Easily discover and share new content
• Engage users in being participants + ambassadors of the movement
• Easily trackable metrics
INITIAL RESEARCH
Ultimate Goals
CLIENT NEEDS
Contraints
PARAMETERS
• Age demographic of users
• Company is not exactly who their users are
• Main presence is namely on Facebook
• 3 week deadline
Facebook• Familiarize ourselves with the
business side of Facebook • How are they currently
engaging users on their page • Analyzed the the current traffic
INITIAL RESEARCH
Testing
RESEARCH + TESTING
What were the pain points for users?
PAIN POINTS
PAIN POINTS
“I wish there was a stronger description or a better baseline of understanding ...and the website wasn’t super clear..”
Clarity
PAIN POINTS
“It seems more like potential that is expressed in physicality.. It seems youthful, maybe age 16 -28”
Inclusiveness
PAIN POINTS
Variety“I would expect to see videos from multiple people and expressing motivation for different things...”
PAIN POINTS
“They are kind of inspiring you in more general terms but the imagery and the video are more specific to dancing so that’s kind of mismatching to me..”
Consistency
Pain points have to do with content not the platform.
FINDINGS
• Unclear call to action ( why should they be engaged?)
• Inconsistent Messaging
• Content without context
CONTENT SUGGESTIONS
CONSISTENT MESSAGING
CLOSED CAPTIONS
START A CONVERSATION
CONTEXTUAL SUPPORT
DIVERSIFY
VARY YOUR CONTENT
Suggestions
went to the website in attempt to get a better understanding of what the movement was, yet all walked away still not having a full grasp on what Untapped was about.
OPPORTUNITIES
75% of testers
Social Polling Results
sited a website as being the first place they would look to find more information on a movement.
84%
Current Site
OPPORTUNITIES
An Opportunity
RESEARCH + DISCOVERY
Stakeholder meeting
POTENTIAL GROWTH MODEL
Current Future
video memes
stories
RESEARCH
Research• Platform options • Feature options • Analyze the market, existing models • Meet business and user needs • Consider timeline and constraints
COMPETITIVE + COMPARATIVE ANALYSIS
Social MediaFan base Website Style Cause Call to Action Content Products
dancers, those in dance community
Clean, modern, inspired, aspirational
Encourage and inspire others through stories told through digital content
Subscribe with your email
Share Your Story
videos, memes, stories
feature film
classical, traditional, elegant
Subscribe photographs
autographed prints,
regular prints,
exclusive content
give aways
people interested in stories about people
real life stories of the inhabitants of NY
provide a daily glimpses into the lives of strangers on the streets of New York City.
Join the conversation
photographs, stories Blog, book
dancers, those in dance community, those who have interests in the arts
Collaborative work of dance, fashion and photography played out against NYC landscape
Facebook, Instagram, Pinterest, Twitter
Facebook, Tumblr, Instagram, Pinterest, Twitter
Facebook, Tumblr, Twitter
User Testing @Georgia Ballet
Research + Testing
Research + Testing
social media surveys
Contextual Research
User Interviews
Research + Testing
Ages 13 - 1739%
Ages 10 - 12
34%
Age 18-24
11%
Ages 25 +
16%
Most widely used platforms
Demographic
Research + Testing
Findingsused Instagram as their primary social media platform81%
use mobile as their primary platform86%
check their social media frequently49%
84% share on social media
do not follow blogs79%like to be able to post comments on threads and posts78%
sited they like to inspire other people92%
The Influencer
dance moms, instructors, studio owners
• unclear messaging
• unclear call to action
• more diversity
• functionality across all devices, especially mobile
• age appropriate content for younger audience
• responsive platform
• multiple sharing options
• content curation
pain points needs opportunities
“I love positive dance related videos that can inspire and motivate young dancers.”
Ashley
dancers, dance enthusiasts
• inability to share on desired platforms
• lack of cultural and dance diversity
• lack of variety
• variety!
• functionality across all devices, especially mobile
• motivational and relatable content
• fluid navigation through site
• responsive platform
• multiple sharing options
• content curation
pain points needs opportunities
“I love sharing beautiful dance related things with all of my friends.”The dancer
Dani
Sketching+ Ideation
PRELIMINARY ROUGHS
INITIAL ROUGHS - VERSION 1
social media integration
Cover page
Scrollable content
Contextual support
Clear call to action
INITIAL ROUGHS - VERSION 1
INITIAL ROUGHS - VERSION 2
Blog/feed integration
sticky footer
Hero image
Contextual support
Clear call to action
INITIAL ROUGHS - VERSION 2
REVISED PROTOTYPE BASED ON FEEDBACK
• Trackable metrics
• User Engagement
• Ease of maintenance
• Variety
• Share ability
• Easily Accessible
• Engaging/relevant content
• Consistency
• Inspiration
• Trust
USER
BUSINESS BRAND
USER JOURNEY
The Influencer
“I love positive dance related videos that can inspire and motivate young dancers.”
Ashley
• What is the Untapped Movement?
• Is anyone I know involved?
• Would this be of interest to anyone I know involved?
• Discover stories
• watch videos
• look at memes
• read blog
• Share content on social media
• Share own story
DISCOVER CONSUME SHARE
ASHLEYS JOURNEY
JourneysAshley’s
DISCOVER
CONSUME
SHARE
User TestingRound 3
Research + Testing
TestimonialsOUTCOMES
• “I like that the stories are of real dancers!”
• “I really love the positive messages they are sending to young girls. This is something I would love to show my daughters.”
• “I want to be able to share the memes and use them as a screensaver.”
• “The site is very clean and modern. I like that it is easy to navigate.”
• “Oh, I love the videos… I need to watch all of these.”
• “I LOVE MEMES. I want to see more memes, they are my favorite.”
THIRD PARTY INTEGRATION
• VIEWS: 1.314
• SIGN UPS: 38
EASILY TRACKABLE• NO MONTHLY FEE
• UN-OBSTRUSIVE
• CUSTOMIZABLE
Future Features
Enhancements
Future Features
Instagram Integration
Search Function
Wufoo Integration
Share your story button
Multilingual site
Adding Tags, Categories
Share Your Story
thanks!
Research and Implementation: Theresa Truong, Jenna Bivone, General Assembly
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