Faamus

Celebrity Tweets

Faam.us is a service that allows anyone to request tweets and messages from celebrities on the platform.

As part of a DESIGNATION client project, I led my group of three UX designers in researching and designing a user experience for mobile.


Objective

Redesign a streamlined mobile-first request process.

Role

UX Research & Design

Date

March 2016

Research & Understanding

Aside from designing a mobile-first user experience, our client wanted to explore the concept of a live event experience, such as C2E2, where fans could request a tweet instead of standing in line for an autograph.

The Initial Design

We performed a heuristic analysis to get better acquainted with the platform, identifying over 45 potential usability improvements. There were a few major ones that we wanted to consider for our design.


Landing Page

Users were presented with a minimally responsive login page without any context about the service.

Search

A wordy set of instructions makes the search function barely visible.

Search results displayed celebrities from Twitter not on the platform, which was extremely confusing.

Request

The request page wasn't responsive, requiring users to zoom in and pan around the page.

Form labels and overall layout isn’t clear, and users were required to write the tweet themselves.

How it works

Non responsive page is difficult to read on mobile.

The benefits for fans and celebrities were listed together, making it more difficult for users to get an idea of how the platform works for them.

The Competition

It was important to consider the competitors for such a niche use case. We identified three categories of competitors:

Direct Competitor: Celeb VM

Offers personalized videos for fans, with an option to purchase a physical personalized video card. Catalog of hundreds of celebrities.

Indirect Competitors: Buy A Shoutout, Celebrity Connected

Impersonal, emphasizing business objectives, number of followers, and likes over celebrity status.

Details were scarce, including pricing and the celebrities representedCatalog of hundreds of celebrities.

Aspirational Competitors: Beats, Quartz News

Unique approaches to consuming music and news.

Makes it more personal and interactiveDetails were scarce, including pricing and the celebrities representedCatalog of hundreds of celebrities.


Interview Synthesis

We conducted user interviews with comic book and wrestling fans, as well as avid social media users.

Interview Insights

Fans want to be recognized and connect with celebrities on a genuine and personal level.

“He was having fun with us… It was cool how aware of us he was…to be recognized by him.”

Fans have difficulty knowing what to say to celebrities.

“I wouldn’t know what to say…”



Define

The Problem

Fans want a better means of utilizing social media to interact with celebrities in a way that makes the celebrity more human and accessible.

The Users

We defined a primary persona, the Super Fan, and two secondary personas.

The Super Fan

A fan, or more likely the friend of a fan, of a niche celebrity.

Uses twitter occasionally.

The Niche Celebrity

A professional wrestler or comic book artist who isn’t an unapproachable big shot.

Willing to take the time to connect with their fanbase, often looking for novel ways to do so.

The Social Entrepeneur

An entrepreneur or small business seeking to reach a celebrity’s audience via an endorsement.

We established three design principles that our design should follow, in the tone that the platform itself should take.

Design Principles

Celebrities are people too: Celebrities shouldn’t feel out of reach to their fans, so promote authentic, meaningful interaction.

Your grandma should be able to do it: Stay simple, be upfront, and keep users informed about the process, from request to payment.

Don’t take this too seriosuly: Keep things light, and help users have fun with their 15 minutes of fame.


Ideation

I began this phase by leading a collaborative sketching session with our client. Afterwards, my team discussed the resuts, mapped out the ideal flow, and continued to explore ideas.


Sketching With The Client

After reviewing our personas, problem statement, and design principles, we performed several rounds of sketching and discussed unrestrained ideas of what the tweet request process might look like.

This provided valuable insight into some of our client’s expectations and the specific features he was looking for.

We identified three potential concepts to prototype:

  • A guided, step-by-step request process

  • A conversation-based request process

  • A mad-libs-style request process that you build

The Guide


The Conversation


The Builder


Testing the Prototype

I prototyped the builder, a mad-libs-style request process that was inspired by Beats Music. I wanted to make what the form feel less mundane and more personal. This was a great opportunity for the personality of the platform to shine.


Concept Validation

We tested our concepts at a live event – Chicago Comic and Entertainment Expo, or C2E2, where many users might be interested in getting a tweet instead of waiting in line for an autograph.

Test Insights

Testers liked the simplicity, playfulness, and ease of use of the builder.

People weren’t interested in using the service at a live event; the comic book world is rooted in physicality.

Testers expressed interest in using the platform for endorsement purposes, and appreciated seeing an overview of the request before paying.


The Final Design

We decided to combine the different aspects that worked well from each of the concepts into one prototype. The factors we considered were:

  • Request process should be guided, with a fun, conversational tone.

  • Accommodate both fan (shout out) and business (endorsement) requests.

  • Inputting details should be flexible, providing both text entry and tappable suggestions.

  • Provide a request summary before purchase.




Further Considerations

If I were able to continue to work on the project, there are several improvements I’d like to consider.

Usability testing on the higher fidelity prototype. Due to the strict schedule, we didn’t get to perform further testing to further refine the design.

More research for the endorsement flow. We focused on the fan persona and flow, but found enough evidence to support further research into how entrepreneurs and businesses seeking endorsements might use the platform, such as options for a specific time and multiple tweets.