PROJECT BRIEF & Statement

Project Brief

YouTube+ and MTV Collaboration: The MTV app is a new mobile platform designed to give users worldwide easy access to all things MTV. It offers streaming of popular shows, connections to top podcasts, live news updates, and a way to explore fresh content—all in one place. The app aims to provide a seamless, comprehensive entertainment experience with just a swipe.

Problem Statement

How can we meet our users where they are = YouTube and MTV original content including a revamped MTV News platform MTV no longer has a standalone app, as its content has been integrated into the Paramount+ platform. The decision to consolidate streaming services under Paramount+ means all MTV shows and programming are now accessible through this single app. While this consolidation simplifies access to various content, it also complicates finding MTV-specific programming. The MTV app's original design was aimed at providing a distinct, user-friendly experience for fans, and any new design must retain this sense of familiarity, ensuring that MTV's unique branding and user feedback are reflected while differentiating it from the broader Paramount+ app.

The Challenge & my role

the challenge

MTV didn't have its own standalone app because its parent company, Paramount, chose to consolidate streaming services under Paramount+. However, there was significant demand from viewers for an MTV-specific app, as many users complained about being forced to use Paramount+ just to watch MTV content. Additionally, MTV's website had become outdated, with a cluttered design, poor usability, and confusing navigation. The redesign had to work within strict constraints, including limited developer resources and custom functionalities.

my role

As the sole designer for the project, I handled the UX, UI, and Product Design, while collaborating with the development team throughout the process. I conducted extensive user research, including surveys, interviews, and usability testing, to identify user needs and pain points. My work included creating sketches, wireframes, and mockups, and delivering final assets. I oversaw the development, verified the live product, and led multiple rounds of iterations. A key challenge was ensuring the app addressed both user needs and business goals, as a clear understanding of the users was crucial for the app’s success.

potential problems

Challenge: MTV has a strong social media presence and a loyal fan base that loves to engage with the brand and its content. Incorporating social features into the app, such as user-generated content, sharing capabilities, and community engagement tools, can be a complex task.
Solution: Allow users to share videos, posts, and reactions on their social media platforms directly from the app. So, it’s key to integrate features like in-app commenting, creating watch parties, and following other users to foster a community around MTV content.
Challenge: MTV has a strong brand identity, with a particular focus on pop culture, music, and youth. The app must reflect this while still being modern and easy to use.
Solution: Ensure the design and tone of the app align with MTV’s branding, which is youthful, edgy, fun and easy to navigate. It should be fun to use. Visual elements, such as colors, fonts, and animations, should stay consistent with MTV’s image across all platforms.
Challenge: MTV offers a wide array of content, and users expect a personalized experience where the app understands their interests and provides relevant recommendations.
Solution: Develop a robust recommendation algorithm that takes into account users’ viewing history, preferences, and interactions with the content. Additionally, ensure the app allows users to curate their own feed or playlist based on what they enjoy.
Challenge: MTV is known for live events such as the MTV Video Music Awards (VMAs), the MTV Movie & TV Awards, and other special broadcasts. This app design needs to include 24/7 live feed, including an interactive news feed. These events can generate significant real-time user engagement, including voting, comments, and social media integration.
Solution: Implement real-time features that allow users to vote, comment, and interact with live broadcasts; ensuring the app can handle high traffic loads and provide an interactive experience during live events. Integration with social media platforms is needed to enhance the experience.

USER PERSONAS

User Personas Summary

The MTV app user personas span different age groups, interests, and lifestyles, but all have a shared love for entertainment, music, and culture. To appeal to them, the app should provide a mix of nostalgia-driven content, live and exclusive music experiences, ease of access, and opportunities for social interaction within the MTV community. Key features could include:

Personalized content recommendations
Live events, voting, and interaction
A blend of classic and current programming
A simple, intuitive interface

Meet the “Personas”

"Zoe, the Trendsetter"

Social Media Savvy Teen
Age: 16
Location: Urban area (e.g., NYC, LA)
Tech Proficiency: Very high; native to social media, streaming platforms, and mobile apps.
Occupation: High school student, influencer-in-the-making
Goals & Needs:
Stay up-to-date with the latest celebrity gossip, viral trends, and music.
Watch exclusive clips from MTV shows like The Challenge, Teen Mom, and Jersey Shore.
Share moments from their favorite shows and music videos on social media.
Engage with other users through challenges, polls, and live Q&A sessions.
Want interactive experiences (e.g., live voting for shows, real-time fan reactions).
Pain Points:
Frustration with ads interrupting content.
Struggles to find content quickly due to an overwhelming number of options.
Tech Preferences:
Uses the app on mobile and tablet devices.
Prefers video content over text or images.
Loves personalization options (e.g., content recommendations based on past viewing habits).
Goals for the App:
Stream exclusive content and music videos.
Access the latest trends and music news instantly.
Participate in fan-driven interactive experiences.
"Jake, the 90s Kid"

Nostalgic Millennial
Age: 29
Location: Suburban area (e.g., Ohio, Georgia)
Tech Proficiency: Moderate; comfortable using mobile apps and streaming services but not overly tech-savvy.
Occupation: Marketing professional
Goals & Needs:
Relive the glory days of classic MTV programming, such as TRL, Beavis & Butthead, and The Real World.
Stay updated on new music videos, but also binge on nostalgic content from the past.
Curate playlists and share them with friends.
Discover new artists and songs, while enjoying retro classics.
Pain Points:
Doesn’t want to pay for a subscription to a separate music service.
Too many ads that break the immersion.
Tech Preferences:
Watches on smart TV, phone, or desktop.
Prefers content curation—personalized playlists, “throwback” recommendations.
Needs easy access to older MTV shows, as well as curated music lists.
Goals for the App:
Stream both classic and current MTV programming in one place.
Build playlists of both old favorites and new releases.
Reconnect with iconic music and TV moments from the past.
"Emily, the On-the-Go Millennial"

Busy Professional
Age: 33
Location: Major city (e.g., Chicago, Boston)
Tech Proficiency: High; uses multiple devices for entertainment, work, and social connection.
Occupation: Lawyer or consultant with a fast-paced job.
Goals & Needs:
Catch up on shows during short breaks or commutes.
Watch music videos to relax or unwind after work.
Wants the app to be quick and efficient—no time for navigating complex menus.
Appreciate short-form content like music video clips or exclusive show highlights.
Pain Points:
Doesn’t want to waste time sifting through irrelevant content.
Needs flexible viewing options (e.g., offline mode, content that doesn’t require a continuous internet connection).
Tech Preferences:
Consumes content mostly on a smartphone or tablet.
Prefers playlists and content bundles that let them watch quickly and easily.
Likely subscribes to premium content or ad-free experiences.
Goals for the App:
Stream exclusive TV shows and music videos in a time-efficient way.
Access content on the go, with minimal buffering and distractions.
Easily navigate between different types of content (e.g., music, shows, interviews).
"Liam, the Aspiring Music Producer"

Music-Obsessed Gen Z
Age: 19
Location: College town (e.g., Austin, Nashville)
Tech Proficiency: Very high; early adopter of new technologies and platforms.
Occupation: College student, aspiring DJ/producer
Goals & Needs:
Discover new artists and music genres to fuel their creative output.
Watch live performances, behind-the-scenes footage, and music award shows.
Interact with the MTV community, share and create music content (e.g., remixes, live streams).
Participate in virtual fan meet-ups, music-related events, and live voting.
Pain Points:
Wants deeper access to music-related content, beyond mainstream hits.
Frustrated with platforms that don’t offer enough music-focused experiences.
Tech Preferences:
Enjoys consuming content across various devices (smartphone, desktop, VR for live performances).
Prefers real-time, interactive content like live performances, fan discussions, and music industry news.
Goals for the App:
Discover new music, artists, and upcoming trends.
Watch exclusive music performances and behind-the-scenes footage.
Engage with other music lovers and creatives in a community environment.
"Kevin, the Nostalgic Baby Boomer"

The "Classic TV" Viewer
Age: 55
Location: Small town or suburban area
Tech Proficiency: Moderate; comfortable with streaming apps and basic technology but not interested in a complex setup.
Occupation: Retired, teacher, or small business owner
Goals & Needs:
Watch reruns of MTV Cribs, Real World, and other classic programming.
Stay informed on current music trends, especially in pop, rock, and indie genres.
Reconnect with cultural moments from their youth through MTV content.
Pain Points:
Overwhelmed by new music genres and artists they don’t recognize.
Frustrated with overly complicated app navigation.
Tech Preferences:
Uses a smart TV or tablet to watch content.
Prefers curated playlists or channels that showcase “classic” MTV moments and content.
Goals for the App:
Access classic MTV content, music videos, and older TV shows.
Stream live events like the MTV Music Awards.
Get a mix of retro and current music programming without feeling overwhelmed by too much new content.