Jieyu Xiong

 

Refinery29 | Rivet

 


Role:

Art Direction, UI/Motion Lead

Date:

Sep/05 - Sep/16 2016

Tool:

Sketch / After Effects / Keynote

Platform:

iPhone

Project Overview:

Refinery29 | Rivet is a concept that I pitched and designed for Refinery29. Rivet is an always on, mobile TV channel for millennial women to discover meaningful video content, and connect with the world while there.

I collaborated with 3 UX designers on research and product vision. I also worked on brand identity, wireframes, visual and motion designs.

 

Problems:

  • Refinery29 wanted to build a brand that's as iconic as MTV. However, they didn't have enough traffic directly to their front door. Their distributed ecosystem was too fragmented to build up a strong brand identity. 
  • Refinery29 also had eyes on opportunities in traditional media such as Television. But their short and digestible stereotypical pop cultural content is not meaningful enough to achieve that.


Solution:

Rivet is an always-on live streaming app for R29 events, DIY tutorial, high quality celebrity/brand live video, etc. The goal of this App is to create a mini version of new generation television, where viewers could instantly ask questions, raise a discussion and directly interact with the video owner in real time. It creates an active and loyal R29 community which can evolve to be an iconic media brand.


Persona & User Journey:

 

App Structure:

High quality video content is divided into 5 channels to pre-educate users before diving into each channel.


  • Distract Me - Fun and engaging live streaming or VOD content;
  • Srsly - Serious documentary live and VOD videos;
  • Voice - Celebrity channel for users to directly interact with them;
  • How-tos - Tutorial channel;
  • R29 Series - A channel for Refinery29's shows.

 

Wireframe Design:

 

Interface/Motion Design:

Step 2. Land on Live Stream

Step 3. Browse & Watch

Step 4. Notification

Step 5. Chat With Friends

Step 6. Cast Live Stream

Using Format