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

https://marvelapp.com/135b10i

THE BUILD

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