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Helped the Eyeyah! brand to better position itself for the teenager market, through recommendations on marketing strategies and the design of a mobile website prototype aimed at teenagers.
Eyeyah! Mobile Website for Teenagers
Content of this case study
Context
Problem Statement
Target User / Persona
Outcome / Impact
Tasks Performed & Methods Used
How Research Impacted Design
Lessons Learnt / Next Steps
More Details
Client Location
Singapore
Team Size
3 Persons
Final Prototype
Eyeyah Mockup
Project Duration
1 Month
Team Role
UX Researcher
Skill Areas Demonstrated
Survey, UX Research, Wireframing, Prototyping (Adobe XD), Usability Testing, User Journey Mapping
Context
Eyeyah! is a media brand which mission is to use creativity to nurture a generation of young people who are socially and environmentally conscious.
Historically Eyeyah!’s target audience have been primary school children, whom they reach out to using a number of media channels (animation, magazine, exhibitions, etc) and through schools (e.g. workshops).
Eyeyah! ‘s founders now hope to focus more on the teenager market, and needed some ideas on how to approach this.
Problem Statement
HOW MIGHT WE develop a content delivery channel aimed at teenagers so that they can share and empathise with social issues.
Target User / Persona
“The Moderately Socially-Conscious Gen Z”
Outcome / Impact
We created a two-prong strategy for Eyeyah! to help them better positioned to target the teenage audience.
Content Strategy - suggestions on content they can showcase through social media and web platforms. This includes taking advantage of the different formats of content available on Instagram and Tik Tok.
Marketing Strategy - mostly involves the use of social media platforms like Instagram and Tik Tok, and collaboration with influencers or well-known brands.
One idea under Content Strategy was the further development of the Eyeyah website to host a number of visual assets that will resonate with teenagers, social issue-themed challenges, and a shop that not only features Eyeyah!’s own merchandise, but also customisable merchandise.
A mobile website prototype was developed for this idea.
Mindmap of ideas on Content and Marketing stretegies.
I think you guys have really done something probably that me and Tanya* would never have thought of... until 10 years later!
"
*Co-founder of Eyeyah!
Client
Steve Lawler |
Co-Founder of Eyeyah!
"
Tasks Performed and Methods Used
How Research Impacted Marketing & Content Strategies + Design
Main insights gathered from research which had impacted the marketing and content strategies, and the design of prototype:
Insight 1:
GenZ teenagers are extremely social and are keen to follow social norms, exhibited through online behaviours like posting and sharing content, and following popular social media personalities or brands. Instagram, Tik Tok, and WhatsApp are the most popular social media platforms / chat app used by teenagers.
Influence on Marketing Strategy
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Collaborate with influencers or well-known brand to promote Eyeyah hashtags, challenges and GIPHY stickers.
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Collaborate with Tik Tok under the “Tik Tok for Good” initiative to create hashtag challenges
Influence on Content Strategy
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Using Instagram to showcase Eyeyah! assets - e.g. GIPHY stickers, memes, which teenagers can use on their own Instagram stories or share.
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Using Instagram or Tik Tok to do interactive challenges to promote social issues e.g. Fake vs Real News Poll
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Downloadable GIPHY stickers that can be used in WhatsApp messages
Above and right: examples of GIPHY stickers created by Eyeyah.
Insight 2:
Participation in social causes through online channels gives teenagers a sense of empowerment, even though they may just be small gestures e.g signing IG petition
Influence on Marketing Strategy
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Using the Donation Stickers feature on Instagram Stories / Tik Tok
Influence on Content Strategy
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Create GIPHY stickers that address social issues which teenagers can showcase on their Instagram stories.
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Create memes that addresses social issues which teenagers can share over social media.
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A website that brings together all these visual assets and social media challenges that makes it easier for teenagers to take part in different activities.
Eyeyah website that brings together all Eyeyah! visual assets & challenges.
Insight from Usability Tests:
Insight 1:
Most users did not like having the menu button at the bottom as it is hard to see.
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Result: Moved menu button to top left corner.
Insight 2:
Users did not interact with the Top Tags
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Result: Made the Top Tag more prominent using boxes
Before (Iteration 1)
After (Iteration 3)
Homepage - Before (iteration 1) vs After (iteration 3); note the change in location of the Menu button and appearance of the Top Tags have been changed based on observations from usability tests.
Insight 3:
All the teenagers reacted positively to the DIY Merchandise idea in first round of usability test.
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Result: Featured this more prominently on the Home Page, by adding a "DIY Merch"option on the bottom menu bar, and developed a detailed userflow for this feature for the second round of testing.
Some screens from the DIY Merchandise userflow in the final prototype. Also note the DIY Merchandise option at the bottom menu bar.
Lessons Learnt / Next Steps
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We could have more discussion with the client at the start on narrowing down the target audience.
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The brainstorming session with clients could have been managed better to encourage more participation from all parties.
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If we had more time, we would do a bit more research on validating the user journey of gaining awareness of Eyeyah! to accessing its website.