Sadeem is a reality show contest where hundreds of Arab-region social media content creators compete and are eliminated via Sadeem challenges. Sadeem takes place primarily in the social network sphere but the story of Sadeem required a more robust tool to tell the interactive and evolving story of the show.
Sadeem lives natively on social media networks (Facebook, YouTube, Instagram, and Twitter for Season 1), but they lacked key features required by business:
Curated content experience (Sadeem's magazine cover)
Archival content index (I don't want fans to lose our content in the "feed")
Competition leaderboard (watch the "horse race")
Single stop to learn about everything Sadeem
Define teams (roles and responsibilities) for Product (Doha), Design (San Francisco), Development (Doha), and Business (Doha).
Project kickoff: started in Doha defining why we're creating a site, who it's for, and what are it's KPI's:
Why: It was identified that the bulk of the audience interaction and content consumption would take place on social platforms but a site was needed to weave together Sadeem's contest characters and metrics.
Who: Sadeem fans who wanted to know more about the show (cast bios, scoreboard, video collections/archive)
KPI: 10m video views at the end of season one (spread across site and social), 3+ pages per session, 4+ minute site sessions.
Research: user workshop in Doha revealed the show's target audience (Gen-Zs in Gulf Region) were a mix of East and West, traditional and modern, and that they absolutely did not want an app(!). A gulf-region marketing company created user personas (new, passive, fan, and superfan), which our team used to craft user journeys. Competitive analysis showed reality contests primarily focus on their broadcasted video content and have brand heavy, content light site experiences. The brand was being developed in parallel by members of our team, which allowed an evolving relationship between brand, social, and site.
Requirements: we defined user goals as:
Mobile first: both the region and the user age require a site experience optimized for slower networks and less expensive phones
Cultural and age appropriate site design: Arabic language/right-to-left content flow, borrowing social lexicons (emojis, hand-drawn graphics), bright/neon color palette
Intuitive exploration: there should be zero learning curve for a users first time experience.
Design: We scheduled the work into two-week agile sprints between our SF and Doha teams. Our Design team mapped out the Information Architecture for the site, building page-to-page flows, adding and mapping in-page content blocks: https://www.dropbox.com/s/sd2crd1k1z2mqtk/2017-05%20Website%20Architecture.pdf?dl=0 We then increased the IA fidelity into wireframes based on stakeholder feedback and show content launch and contest calendar schedules. The wireframes explored options for best presentation methods for leaderboard (Weekly and Cumulative with multiple versions throughout the Top 10 weeks), Snapshot home page module (8 versions based on competition phase: announcing contestants, cuts, and rankings), and Watch system (video User Interface designs started in parallel.
Merge user research with business needs to define product goals: the site should tell the story that social can't (leaderboard, contestant profiles), present a snapshot of today's activity (home), and provide users a system to consume past and present video content (watch).
Scoring system as separate stream
IA + UX (laaaaagggg...)
UX + UI (fast paced to launch)
Analysis documents, wireframes, user interface designs, and style guide
Design sprints (waterfall) co-created with off-site client product team
The site redesign process finalized in four months with some early front-end engineering and stress-testing in the last month. Unfortunately, the engineering progress stagnated and Al Jazeera America closed their doors two weeks after we handed off our designs and style guide. We were never able to fully build and test our designs with an audience. :(