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Masks oriented
social network

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  • earth

    Industry

    Social media

  • target

    Target audience

    Young people 18-34 y.o.

  • calendat

    Duration

    2020-2021

01 About the project MaskSpace

MaskSpace is integral for
letter communication &
entertainment

“MaskSpace” is a social media application that allows individuals to connect with new people, interact with AR technologies, get creative, become popular, and just have fun.

Instead of striking up an uninspiring conversation with a stranger like in old times, use AR masks to enhance your virtual communication.

hand with phone
  • mask

    Record video with masks

    arrow
  • audio

    Use music and special effects

    arrow
  • massage

    Chat with your subscribers

02 Objectives & success metrics MaskSpace

Large selection top arrow
of masks will not let you
feel bored

    Objectives

  • Using AR filters to enhance the online experience
  • Drive users engagement
  • Enhance public relations

    Success metrics

  • User retention rate is 50%
  • Average Engagement time is 20 mins per day
  • Stickiness is 25%

Challenges

The first batch of high-quality videos to fill the platform with content

03 Key solutions MaskSpace
hand with phone

Key solutions

AR masks made using
3rd party integrations

You point a camera to your face and within milliseconds you see not yourself but an alien or a beauty star. “Any sufficiently advanced technology is indistinguishable from magic,” they say, huh?

Video recording with editing &
using music

Maskspace enables users to shoot videos with a broad array of AR masks, and further enhance them with stunning visual effects, music, and even their own audio tracks.

Notifications & messages

Profile activity notifications and messages ensure that users are always kept informed about any activity related to their subscriptions.
MaskSpace users can easily send messages to individuals, complete with emoji stickers and gifts.

Key solutions

hand with phone

AR masks made using
3rd party integrations

You point a camera to your face and within milliseconds you see not yourself but an alien or a beauty star. “Any sufficiently advanced technology is indistinguishable from magic,” they say, huh?

mobile

Video recording with enhanced
editing & incorporating music.

Maskspace enables users to shoot videos with a broad array of AR masks, and further enhance them with stunning visual effects, music, and even their own audio tracks.

mobile

Notifications & messages

Profile activity notifications and messages ensure that users are always kept informed about any activity related to their subscriptions.
MaskSpace users can easily send messages to individuals, complete with emoji stickers and gifts.

04 Development process MaskSpace

procces graph Project timeline

process time calendar mob

Strategy

2 weeks

  • Business analysis
  • Competitor analysis
  • Music copyrights analysis

Immersion

2 weeks

  • Defining stages of development
  • Project estimation

Focus

5 weeks

  • Visual Concept
  • User flows
  • Information & Database architecture

Process

11 months

  • User personas
  • Wireframes for mobile app & Admin panel
  • UI design
  • Software development

Testing

3 months

  • Usability testing
  • QA
05 Synthesis MaskSpace

User personas

UX/UI designer
quote

I am always in a busy trap & have no time to meet new people.

quote reverse
avatar 1

Stefany Richard

24 y.o

Office worker

Description

Stefany works at the office and has no time to meet new people.

Goals

  • Have chat with new people;
  • Have fun;
  • Join app for free;

Pains

  • Unrealistic expectations;
  • Insecure personal data;

Motivations

  • It’s easy to get started;
  • Personalised suggestions within your age limit, location and other factors;
  • Flexible and convenient app;
  • Communication is available at any time.

User personas

quote

I’ve never had much success meeting people in real life.

quote reverse
avatar 2

Steward Brown

18 y.o

Student

Description

Steward is a typical student, who is looking for new acquaintances and doesn’t have much success in it.

Goals

  • Find people with similar interests;
  • Chat with multiple people at once;
  • Improve communication.

Pains

  • It takes a lot of time & effort;
  • Experience of dealing with toxic people;
  • Deal with embarrassment

Motivations

  • Free, flexible and convenient app;
  • Personalised suggestions within your age limit, location and other factors;
  • Personalized suggestions within your age limit, location and other factors;
  • The wish to meet like-minded people
06 Synthesis MaskSpace
Information Architecture
synthesis
UX/UI designer
Project Manager
synthesis mob
07 Validation MaskSpace

Validation of feed algorithm that ranks videos

MaskSpace algorithm focused on ranking videos based on the way users react and interact with content in the app. Starting engaging with content, the app helps to make your interaction more personalized.

app on phone

MaskSpace algorithm focused on ranking videos based on the way users react and interact with content in the app. Starting engaging with content, the app helps to make your interaction more personalized.

The algorithm takes into account various signals to decide the order of videos in the MaskSpace feed.

  • 0.3

    location

    User’s geolocation

  • 0.2

    massage

    % of video views by user’s
    subscriptions

  • 0.1

    element

    Statistics of user’s preferences

  • 0.06

    friends label

    Activity (comments, likes, interaction with content, request to unmask,
    sharing)

  • 0.06

    #

    Presence of hashtags and caption to the video

  • 0.05

    notify

    The history of interaction with another users

  • 0.03

    videos

    Video quality

  • 0.03

    music

    Trending melody

  • 0.2

    gamepad

    Other

Insights

More customized content ordering provides much more engaged experience, so engagement is the key. But it’s also essential that a user focuses on overall relationship building and high-quality content while engaging with MaskSpace users outside of their videos and on them.

Three things that matter most to the MaskSpace algorithm: relationship with the user, interest the user has conveyed, and relevancy of the post.

UX/UI designer

Usability testing

The testing was moderated and conducted remotely.
All 5 individuals were given the same scenario with the same set of tasks. The tasks were created based on the main actions users complete. Some report data presented below.

document

Task completion

Users Task1 Task2 Task3 Task4
User 1 / / / /
User 2 / / / /
User 3 / / / /
User 4 / / / /
User 5 / / / /
SUM 4 5 4 5
Success rate 80% 100% 80% 100%

Time spent

Users Task1 Task2 Task3 Task4
User 1 60 sec 70 sec 98 sec 87 sec
User 2 62 sec 82 sec 96 sec 87 sec
User 3 48 sec 82 sec 90 sec 84 sec
User 4 48 sec 87 sec 87 sec 80 sec
User 5 64 sec 84 sec 93 sec 82 sec
AVG 56,4 sec 81 sec 92,8 sec 84 sec

Number of errors

Users Task1 Task2 Task3 Task4
User 1 0 1 3 0
User 2 3 0 2 1
User 3 1 1 1 0
User 4 0 0 1 1
User 5 2 1 0 1
SUM 6 3 7 3

Satisfaction (based on the SEQ) i

Users Task1 Task2 Task3 Task4
User 1 5 / 5 / 3 / 7 /
User 2 3 / 6 / 4 / 6 /
User 3 2 / 6 / 6 / 6 /
User 4 6 / 7 / 7 / 7 /
User 5 7 / 5 / 4 / 6 /
AVG 4,6 5,8 4,8 6,4

1 - very difficult

7 - very easy

1User satisfaction was measured through Single Ease Question after their attempt to do a particular task.

Data will always beat guesses

By gathering qualitative & quantitative data, there were some issues identified with the app's performance, including slow load times and difficulties with tracking the AR masks in certain lighting conditions. The severity levels were set for issues and changes were applied. 70% of users were engaged with AR features and enjoyed its interactive experience.

severety
08 Implementation MaskSpace
implementation arrow

My profile

In the profile user can edit personal data, manage subscriptions, monitor total views of page, total number of likes & unmasks, as well as add own short entertaining videos with capture and hashtags.
There are three sections to review: “My videos”, “Liked videos” and “Unmasks”.

phone
phone
avatar

Feed

Users can view content and creators related to their interests. The feed is tailored to their preferences and consists of both videos from accounts they follow and posts from accounts they don't follow, but could be interested in. If a user often interacts with profiles or content, then a special feed will be available to make it easier to stay up-to-date.

avatar

Shop

MaskSpace users can explore the latest masks on the market, add them to their favorites, purchase, share, gift, or simply try them on. Masks can be offered in sets based on different topics, or as a single custom mask. Each mask has its own level of visibility (Close, Medium, or Open) to make the experience more comfortable.

phone
phone
avatar

Make a gift

Users can send a gift from their personal masks gallery or from the Shop, either through their profile or directly in a chat by clicking the "Gift" icon and selecting the gift. Masks can be sent both openly and anonymously and can be accompanied by a comment.

avatar

Explore page

Explore page is presented with topic categories and advanced search functionalities. It uses the same signals as the feed. In addition to hashtags Explore page algorithm considers the actual visual content and words in the headline and description.

By continually sharing engaging content with strong headlines and niche hashtags, you’re optimizing your posts for Explore page potential.

phone
phone
avatar

MaskSpace Premium

With the Premium plan users have unlimited requests to unmask as well as get free masks every month.

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09 Delivered value MaskSpace

Key performance indicators of
the app

  • Unmask card

    User retention rate

  • 18

    Average Engagement time (min/day)

  • 27%

    Stickiness