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.
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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.
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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.
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Persona & User Journey:
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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.
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Wireframe Design:
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Interface/Motion Design: