Sprint project part of the Kleiner Perkins design fellowship. Worked directly with the founders of Cameo.
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CONTEXT
Rethinking Autographs
Fame in the world is growing rapidly and there is a strong supply of celebrities ahead of us with emerging talent on platforms like TikTok, YouTube and Instagram.
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I Cold Emailed the Founders & They Got Back!!!
I started my research process by watching multiple podcasts featuring the CEO - made notes and read up on their history in the last four years. Then I started a subreddit and audited app store + play store reviews. Here is my full research doc with data + insights 🔗
After gathering sufficient insights, I emailed the CEO about a pattern I noticed in my research.
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Competitor ANALYSIS & INSPIRATION
Auditing Consumer Marketplaces
Identifying user needs and gaining inspiration from other consumer marketplaces about what users do when they don’t find what they are looking for themselves/purchasing a gift for someone else
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Design explorations
Striking the Balance Between Setup → Payoff During Discovery
Exploration #1 - Keyword String
By providing assistance during the discovery process through the use of keyword strings, Cameo can extend the user lifecycle and decrease the rate of drop-off from the platform.
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Exploration #2 - Wishlist Button + Notification Reminder
By letting customers add unlisted celebrities to a wishlist during discovery, Cameo will be able to capture interest with the potential to extend the user lifecycle and increase retention.
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Additionally, evoking a moment of delight through notifications when the talent joins the platform!
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Exploration #3 - Quiz
By incorporating a quiz to gather more information about the user's preferences, Cameo can suggest more personalized and relevant alternative options, which will lead to a reduction in user drop-off and an increase in retention.
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USER TESTING & TAKEAWAYS
#1 - Keyword Strings
PRO ✅: The user interview highlights that relevance is important for discovery and that users are more likely to consider alternative options if they are presented with keywords that align with their interests. For example, if a user is looking for a specific wrestler to buy a gift for someone who likes wrestling, they may be open to considering other wrestlers based on the interest of the person receiving the gift.
CON ⛔: The customer's pain point is that the current solution lacks a follow-up or feedback loop, which makes it difficult for them to find what they are looking for.
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#2 - Wishlist
PRO ✅: The process felt simple and lightweight. Users liked that they will be notified when a celebrity they have added to their wishlist comes on board as it feels more personalized and triggers a moment of delight.
CON ⛔: The anticipation between adding a celebrity to their wishlist and them joining the platform is too long. Some users even pointed out that if they are buying the Cameo as a gift they don't prefer to wait until the celebrity comes on, and would rather just buy a different gift.
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#3 - Quiz
PRO ✅: Users found the quiz to be playful and useful, and appreciated that it helped them with their discovery. However, they suggested that incorporating the quiz into the onboarding flow would make them motivated to go through it and prove helpful.
CON ⛔: Users found the set up during the quiz to be heavy, specifically because it felt like a quiz that they had to take in order to get a better idea of the talent available on the platform. Overall, users seemed to perceive the quiz as not providing enough value to justify the effort.
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SOLUTION
Improving Discovery Through Keyword Strings To Prevent User Drop-off
