Project: Rapchat for iOS and Android
Role: UI/UX Designer
Date: November 2018 - Present
Role Description: Design interfaces and experiences for end users of Rapchat. Employ HCI and design theory, analyze user data patterns, and articulate data findings into design decisions. Additionally, support product and marketing teams in designing and preparing graphic assets.
Users and Audience
The target users of Rapchat are young adolescents and adults that enjoy music. This encompasses listening to music, creating music and dancing to music.
User on App
Monthly Active Users
Aaron is a student attending Ohio University. He is an introvert, and listens to rap music while walking in-between classes and while doing homework.
Explore, interact and consume new rap music
Difficulty creating raps
Maria is a high school senior. She is an extrovert that has a large social media following. She values her social capital, and is also a talented rapper/singer.
Increase social capital
Meet and collaborate with other creators like herself
Create rap songs
Does not have money to pay for studio time or to hire a producer
She is mobile and on the move more often than not
This is the iterative design process that I follow, and some of the main tools that I use.
Case Study 1: Rapchat Video
Integrate video throughout entire application. This includes content creation and consumption.
Key Performance Indicators
Increase in Rapchat plays
Increase in Rapchats created
Increase in discoverability (measured by follows)
Maintain application’s music roots
By assessing similar video apps we were able to build a friendly user experience with little learnability based off of Jakob’s Law.
Full screen video consumption
Easy-to-use, visual discover page
Ability to add fx to post video production in studio (filters, stickers, type, etc…)
After meetings with the CEO, head of product and lead engineer - we were able to go through individual use cases to answer how the video studio (creation tool) would be built while balancing business wants, user needs and technically viable availability.
3 track options in studio: beat, video and audio
Preview page after recording for post production
Can technically only add 1 video track
Interactive prototypes were made to find pain points along the user’s journey. Frustrated first-time users makes for a bad user experience which leads to a decrease in user retention.
We asked specific questions and assigned tasks to interviewees regarding the new Rapchat video concept. The goals were to find usability issues and receive user feedback. We performed observational interviews at Ohio State University, and questionnaires over a community Rapchat Slack channel.
Launch and Learn
After introducing video within our app - Rapchats created and Rapchats played had a noticeable increase. This also allowed Rapchat the flexibility to work with new partners and artists due to the introduction of a new medium. The introduction of the new studio has given more power to the creators as the variety of content created has increased. We are continuing to smooth out pain points, and increase usability both on content creation and consumption.