Creative Content: Interactive & Social Media Marketing
MY ROLE:
•Marketing | Product Designer
• Assisted creative vision for quarterly content.
• Collaborating with Animators, Visual Designers, Actors, Creative Directors, Developers, and Art Directors.
• Collaborated with usability experts to review and prioritize user testing results.
MAIN ACCOMPLISHMENTS:
• Created 10+ episodes of Play Along Videos.
• Defined the UX of 30+ interactive elements.
• Engagement increased on social media platforms by 40%, such as Instagram and Pinterest.
What is the Noggin Experience?
Working with a creative team, we defined this new experience across six platforms. In many zoom meetings, brainstorming, marketing research, and messy whiteboards later, we described a clear product goal and mission. Kid's entertainment brand Nickelodeon requires a fresh look across its digital platforms. The all-new responsive Noggin allows fans to experience the whole world of Nickelodeon by clicking and swiping .s content-heavy offering, no matter their device.
Team:
Product Designers
Project Management
Creative Director
Marketing
Animators
Interaction designers
Branding
Product Goal:
Give preschoolers an interactive, character-driven destination for Noggin content that entertains, educates, and engages them through play and discovery. Build a trustworthy relationship with the parent audience.
Starting Point and Opportunity:
Selling ads was based on child-parent activities. It was divided into two experiences using interactive games and social media platforms such as Pinterest & Instagram.
We had to start from scratch and put our "kid's hat on" to think and understand our younger audience to create this magical experience.
There was an excellent opportunity to create an experience that balanced both the user and business needs by starting with a user-centric approach.
Research
Initial discovery and research focused on two critical areas executed using several different methods. First, the goal was to understand how our users navigated and explored and why and how they consumed our content.
Knowing the User
Preschoolers Ages 3-5
They have less developed motor skills and need larger click targets.
They use gestures and rely on images and immediate interactive feedback of their selection.
They have a passion for their favorite characters and consume lots of content featuring them.
They have a passion for their favorite characters and consume lots of content featuring them.
They are more passive when watching videos and watch the same one repeatedly.
They are not viewing the content alone, and there is a parent around them monitoring their activity.
Content Creating
My favorite phase!
As a content creator, I know how my target audience discovers content. This engagement is essential to content marketing the company's success. A way to address diversity in content discovery habits is to create consumer personas that outline how each might encounter a content asset. For example, your high-intent corporate media buyer may be actively looking for content through SEO, while others may come across assets when using social media.
The Noggin app changes the content on gaming and social media platforms with its machine learning-influenced recommendations. These platforms host content and depends on user activity data and Nickelodean's content metadata to display the most relevant assets to any internet user within our target audience. The upshot of using a content discovery platform is that you can avoid pop-up ads and other intrusive means of advertising our original content.
Working as a team and individually, we went through many sketches and workshops to develop concepts, user journeys, and storyboards.
Prototype, Test, and Repeat to Enhance Discoverability
Collaborating with developers, we created full-color prototypes to test with our users.
I worked with our research team and early learning experts to test every button and interaction.
Visual and Interaction Design Inspiration
To connect with the preschool user, I had to research their daily lives and how they play and discover. I worked with the research team to better understand their motor skills and habits, marketing, and viewer data!
Gaming:
I created the storyline, visual design, and art directed the animation. I had the challenge where it all had to be under 7 seconds and small in MG to not overload the app and still showcase what playfully's inside the app. I worked with the animators and sound engineers to get everything just right.
