Overview
In May 2021 Snapchat announced a beta feature called Layers. Layers aims to give Snapchat users local content and information located on top of the Snap Map. Our team designed SnapLOVE which is a Layer that provides BIPOC LGBTQIA community accessible local resources such as internships, workshops, jobs and counseling.
PROBLEM
Snapchat Layers is currently a beta product feature and working with only two partners, Ticketmaster and The Infatuation. There is a need to extend outside for profit partnerships and support the community that heavily uses Snapchat, BIPOC LGBTQIA.
MY ROLE
Working closely with the marketing and engineering team, I helped delivered a high fidelity clickable prototype and marketing assets within a 2 week period.
Process
USER FLOW
We identified that finding a resource & RSVPing to a workshop was our main flow to map out.
As avid users of Snapchat we knew that the easiest way to get into the Snap map is through the Snap map Icon. So we decided to start the user’s journey through here. However, we received feedback from several Snap product designers and managers who had previous experience with working with the Snap map feature. They suggested that we consider other points of entry for our users. In the final User Flow, I then included that a Team Snapchat message would invite our target audience to use the SnapLOVE map layer.
Final User flow for finding SnapLOVE and saving resource
LOW FIDELITY WIREFRAMES
Using Snapchat’s design patterns exposed us to more questions regarding user interactions.
Maintaining alignment with Snapchat’s brand guidelines, I laid out in Figma the low fidelity wireframes . Here I realized that I would also need to map out how the user would activate the Snap Layer from the Snap Map. I used a toggle trigger to enable the user to access the resources, save to their favorites and exit out of the layer.
HIGH FIDELITY SCREENS
UX copy and safety issues were brought to my attention when designing the high fidelity prototype.
A lead product designer at Snap who had previous experience with microcopy asked our team “What does it mean to sign up to an event?” He made it apparent that using the microcopy “sign up” might put a lot of commitment on the user as he had found previously through user testing feedback. I decided to go with the “Going?” to casually ask the user. The group also decided that we could ease user’s commitment fears by having the option of “save for later”.
Additional concerns were around the safety of our users when choosing to tap on the “Going” button. I designed users' Bitmoji with a ghost mode icon over their face and inserted the copy “You’re on Ghost Mode. Only you can see yourself going!”. This was to make sure that users knew they were anonymous but still in community.
AD CAMPAIGN
Connection, community and inclusivity.
Working in tandem with the marketing team we devised Brand Voice Guidelines. The team had established that our target audience was 18-27 years old and also part of the BIPOC LGBTQIA community. Therefore we decided to highlight skin color versus use unnatural colors to make sure that our target audience felt seen and included. To signal connection and community I positioned the different skin toned hands in a circular way and also slightly overlapping and rising up together.
Wheat paste and bus stop posters, along with in app ads were decided on as the best marketing assets to reach our target audience. In the past Snapchat has used wheat paste and bus stop posters for several marketing campaigns including “Real Friends “ and “ Open Your Snapchat”. We also learned from the marketing team how effective in-app ads are so I designed that as well.
Reflection
Project Management & Group Dynamics
It was my first time working cross functionally and it was exciting. Our group was very passionate about helping solve for our target audience. We did encounter some bumps when it came to project management in the sense that there was some underestimation of when design deliverables could be finalized. After several stand ups we managed to adjust the project timeline and finish on time.
USER TESTING & research
Early in the project I would have dedicated more time on foundational research by setting up subject matter expert interviews with high school and college guidance counselors, as well as therapists focused on BIPOC LGBTQIA mental health . Additionally, I would have conducted in depth interviews with 2-3 participants from the target audience. For secondary research I would have performed a competitive analysis and netnography. Design decisions like point of entry and microcopy would have been something I would validate with 3-5 participants during user testing.
