Role: Ux / Ui designer, researcher
Project time: 7 weeks
The Challenge
How might we create new and engaging connections with young consumers, more often in a mobile-native experience with Red Bull's current and new touch-points?
personalization: the action of designing or producing something to meet someone's individual requirements.
I visited websites and case studies to explore ways in which companies use personalization and their approach in data collected in order to curate successful content or products for their users.
Personalization traits might not always be as successful:
(Ex. When you purchase a gift for somebody on Amazon, that item might still pop up in your recommendations afterward, although it was meant for someone else.)
Heuristic Analysis
Analyzed and identified pain points in Red Bull's current platforms such as the Red Bull TV Live app and Red Bull's website.
Field Research
Performed spontaneous interviews with some of the participants and workers in the event. I discovered that although the event was open to anyone who played basketball, the majority of players were semi-pro college athletes.
Qualitative /
Quantitative
The main goal was to find out how many people know about Red Bull as a brand and what their first impressions are when they think of Red Bull. The majority of people only knew of Red Bull for their energy drinks and didn't assume that there was much more to the brand. Identified a positive correlation on those who consider themselves to be physically active, are more willing to make an effort to go to a social event with friends.
Wireframes
Sign-Up/Log-In
Onboarding Survey
Curating Content
Prototype
Version 1:
Version 2:
Conclusion / Key Takeaways
I felt most confident in this project being the only one who initiated every layer of the process. I had a mentor who I met up with on a weekly bases which was a great way to guide and guide me in the right direction. I was able to find a solution that was community based and resourceful in finding a way to utilize the resources that Red Bull already has such as their sponsored athletes.
