MTV & Viacom Voting Experience
Role: UX, Design Direction
Problem: MTV’s existing voting product didn’t encourage participation for casual fans.
Goal: Improve the voting experience to encourage a wider audience to engage with it.
Impact
The new experience increased engagement with users voting in 8.7 of 10 categories in the VMAs and votes in general were up by 12% Additionally, engagement on the page increased by 184%. The product went on to be used for other brand events under the Viacom umbrella.
Understanding our users
I worked with the research team to understand user feedback on past voting experiences along with looking at the data around participation. Additionally, we conducted a survey with the target audience to understand what motivates them to vote and share their vote.
Early concept exploration
I facilitated a workshop with various cross-functional partner to generate ideas. And then went on to sketch out various concepts and develop voting interaction prototypes.
Sketches exploring concepts to engage user to participate in voting.
Voting in all categories gave the user a "personality quiz" type result to share on social media.
Different voting interactions were explored
Prototypes of the interactions were tested with users to refine the final mobile voting interaction.
Card swipe interaction
Image tap interaction
List swipe interaction
Overseeing other designers
After creating initial sketches, wires and mobile prototypes to hone in on the concept, I then went on to oversee a UX Designer and Visual Designer working on the core product.
Default look and feel for MTV before event-specific color palette applied.
Final experience
This was the live voting experience for the 2017 VMAs.
Final experience with event specific color palette.
Beyond the launch
The voting experience has been scaled to support multiple Viacom events like MTV Movie & TV Awards, MTV VMAs and CMT Music Awards. See examples below:
