WHAT IS UNTAPPED? Inspirational movement and film within the dance community

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2 WHAT IS UNTAPPED? Inspirational movement and film within the dance community Short videos Graphic Memes Various Media

3 CLIENT The people behind this movement, Brothers young productions, also known as Bro Yo Pro is a multifaceted production company based in Georgia. They specialize in creating cutting edge entertainment for the masses.

4 THE PLATFORM 267K Followers 23.5K Followers 978 Followers

5 THE PROBLEM Journey of the super fan is muddled and complex. Once landing on the Facebook homepage, its difficult for the super fan to navigate through other media content in a seamless way.

6 INITIAL CLIENT RESEARCH NEEDS Ultimate Goals Easily discover and share new content Engage users in being participants + ambassadors of the movement Easily trackable metrics

7 PARAMETERS Contraints Age demographic of users Company is not exactly who their users are Main presence is namely on Facebook 3 week deadline

8 INITIAL RESEARCH Facebook Familiarize ourselves with the business side of Facebook How are they currently engaging users on their page Analyzed the the current traffic

9 RESEARCH + TESTING Testing

10 PAIN POINTS What were the pain points for users?

11 PAIN POINTS Clarity I wish there was a stronger description or a better baseline of understanding...and the website wasn t super clear..

12 PAIN POINTS Inclusiveness It seems more like potential that is expressed in physicality.. It seems youthful, maybe age 16-28

13 PAIN POINTS Variety I would expect to see videos from multiple people and expressing motivation for different things...

14 PAIN POINTS Consistency They are kind of inspiring you in more general terms but the imagery and the video are more specific to dancing so that s kind of mismatching to me..

15 FINDINGS Pain points have to do with content not the platform. Unclear call to action ( why should they be engaged?) Inconsistent Messaging Content without context

16 CONTENT SUGGESTIONS Suggestions DIVERSIFY CLOSED CAPTIONS CONTEXTUAL SUPPORT CONSISTENT MESSAGING START A CONVERSATION VARY YOUR CONTENT

17 OPPORTUNITIES 75% of testers went to the website in attempt to get a better understanding of what the movement was, yet all walked away still not having a full grasp on what Untapped was about.

18 Social Polling Results 84% sited a website as being the first place they would look to find more information on a movement.

19 OPPORTUNITIES Current Site

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25 RESEARCH + DISCOVERY An Opportunity

26 Stakeholder meeting

27 POTENTIAL GROWTH MODEL Current Future video memes stories

28 RESEARCH Research Platform options Feature options Analyze the market, existing models Meet business and user needs Consider timeline and constraints

29 COMPETITIVE + COMPARATIVE ANALYSIS Fan base Social Media Website Style Cause Call to Action Content Products dancers, those in dance community Facebook, Instagram, Pinterest, Twitter Clean, modern, inspired, aspirational Encourage and inspire others through stories told through digital content Subscribe with your Share Your Story videos, memes, stories feature film dancers, those in dance community, those who have interests in the arts Facebook, Tumblr, Instagram, Pinterest, Twitter classical, traditional, elegant Collaborative work of dance, fashion and photography played out against NYC landscape Subscribe photographs autographed prints, regular prints, exclusive content give aways people interested in stories about people Facebook, Tumblr, Twitter real life stories of the inhabitants of NY provide a daily glimpses into the lives of strangers on the streets of New York City. Join the conversation photographs, stories Blog, book

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32 Research + Testing User Georgia Ballet

33 Research + Testing social media surveys User Interviews Contextual Research

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35 Research + Testing Demographic 11% Age % Ages Most widely used platforms 34% Ages % Ages 25 +

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37 Research + Testing Findings 81% used Instagram as their primary social media platform 79% do not follow blogs 86% use mobile as their primary platform 78% like to be able to post comments on threads and posts 49% check their social media frequently 92% sited they like to inspire other people 84% share on social media

38 dance moms, instructors, studio owners Ashley The Influencer I love positive dance related videos that can inspire and motivate young dancers. pain points needs opportunities unclear messaging unclear call to action more diversity functionality across all devices, especially mobile age appropriate content for younger audience responsive platform multiple sharing options content curation

39 dancers, dance enthusiasts Dani The dancer I love sharing beautiful dance related things with all of my friends. pain points needs opportunities inability to share on desired platforms lack of cultural and dance diversity lack of variety variety! functionality across all devices, especially mobile motivational and relatable content fluid navigation through site responsive platform multiple sharing options content curation

40 PRELIMINARY ROUGHS Sketching + Ideation

41 INITIAL ROUGHS - VERSION 1 Contextual support social media integration Scrollable content Clear call to action Cover page

42 INITIAL ROUGHS - VERSION 1

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44 INITIAL ROUGHS - VERSION 2 Contextual support Blog/feed integration Hero image Clear call to action sticky footer

45 INITIAL ROUGHS - VERSION 2

46 REVISED PROTOTYPE BASED ON FEEDBACK Variety USER Share ability Easily Accessible Engaging/relevant content BUSINESS Trackable metrics User Engagement Ease of maintenance BRAND Consistency Inspiration Trust

47 USER JOURNEY Ashley The Influencer I love positive dance related videos that can inspire and motivate young dancers. DISCOVER CONSUME SHARE What is the Untapped Movement? Is anyone I know involved? Would this be of interest to anyone I know involved? Discover stories watch videos look at memes read blog Share content on social media Share own story

48 ASHLEYS JOURNEY Ashley s Journeys DISCOVER CONSUME SHARE

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50 THE BUILD

51 Research + Testing User Testing Round 3

52 OUTCOMES Testimonials I like that the stories are of real dancers! I really love the positive messages they are sending to young girls. This is something I would love to show my daughters. I want to be able to share the memes and use them as a screensaver. The site is very clean and modern. I like that it is easy to navigate. Oh, I love the videos I need to watch all of these. I LOVE MEMES. I want to see more memes, they are my favorite.

53 THIRD PARTY INTEGRATION EASILY TRACKABLE VIEWS: SIGN UPS: 38 NO MONTHLY FEE UN-OBSTRUSIVE CUSTOMIZABLE

54 Enhancements Future Features

55 Future Features Instagram Integration Multilingual site Search Function Share Your Story Share your story button Adding Tags, Categories Wufoo Integration

56 thanks! Research and Implementation: Theresa Truong, Jenna Bivone, General Assembly