This was an individual challenge through a collaboration between Red Bull Media House and Santa Monica College's Interaction Design Program.

Overview

Theme

MVP Flow

Getting Started

Who Is Our Audience?

User Research

With a two-week timeframe, I took to user research to reduce ambiguity by narrowing the scope for who I was designing for. 

I collected 16 quantitative surveys and conducted 3 qualitative interviews with individuals within the age bracket.

Participant interview goals:

• Further define the audience age range

• Understand how participants made consumption decisions

• Understand current perceptions of the Red Bull brand

• Identify overlapping areas of interest

Quantitative Survey

With feedback from the previous field studies, I identified topics that participants mentioned and used demographic info provided by the Red Bull team to develop survey questions for further insights.

Qualitative Collage Activity

Participants created collages of images they felt represented values significant to them.

Prompt

Choose a value that is most significant to you and create a visual with words and images from magazines that represent this to you. From Red Bull emblem values: Intelligence, Courage, Strength, Vitality.

User Journey

Prototype

Touchpoint 1: Freebie

The first three screens display how users would find the freebie filter. Upon sharing, users can see their selfies on the jumbotron.

Touchpoint 2: Challenges

The next four screens display the next level in which participants can complete event-centered tasks to earn points and redeem for higher-value incentives.

Prototype Testing

Prototype testing goals

• Identify pain points around live events and apps

• Identify types of incentives participants perceive as most valuable

Iterations & User Journey

Let's walk through how our audience might discover the campaign from seeing audience selfies on a jumbotron. After an Instagram search of the Red Bull music page, they use their freebie filter and uncover Red Bull Challenges.