Young Black Card Society (Copy)

 1. project overview

• Role: UX Design and Research intern for mobile app launch

• Duration: 3 months

• Company: Alexis Day Agency

 2. Approach

• Secondary Research

• Competitor Analysis

• Stakeholder Interviews

• User Research and Interview

3. Background

Alexis Day, founder and CEO of Alexis Day Agency and the Editor-in-Chief of the award winning luxury digital publication, The Contour of Luxury™, is launching a new publication, Young Black Card Society© (YBCS) which will feature influential millennials as well as luxury brands, unique goods and services targeting Generation Y (millennials) and Generation Z interested in the luxury market. Along with the launch of YBCS publication, a YBCS mobile application will be launched.

4. Discovery

Problem Statement: How do luxury magazines connect with millennials and Generation Z in order to increase audience engagement?

Secondary Research:

As the first step, it was important to research into the luxury market and the target demographics. Below is an excerpt from the deliverable.

Stakeholder Interviews:

It was important to interview the stakeholders involved with this project as well in YBCS digital publication. The interviews included the CEO and the Editor-in-Chief, the members of the marketing team and the design team.

Specifics of the Interviews cannot be shared due to NDAs.

Key takeaways:

1. Stakeholders saw YBCS as a fresh, hip, and more youthful extension of the original publication, The Contour of Luxury™, whose primary user demographics are Generation X and Baby Boomers. As a result, they felt that the mobile app should convey the same image.

2. Stakeholders needed a mobile app that complements the YBCS digital publication as a place to view and book luxury lifestyle and travel needs.

Competitor Analysis:

I looked into

1. Luxury brands that are highly successful in marketing to Millennials and Gen Z consumer

2. Magazine/News apps, Travel Apps

3. Luxury lifestyle phone apps

Below is an excerpt from the deliverable.

User Interviews:

It was important to interview the potential users of YBCS and the accompanying mobile application. The interview served to identify the habits, pain points, and needs of affluent millennials and generation z individuals interested in luxury. The interview included questions of their idea of luxury, and how they prefer to receive information.

Specifics of the Interviews cannot be shared due to NDAs.

Key takeaway:

1. User should be able to filter and organize through content to make specific topics accessible.

2. Content should be well balanced with text, images, videos, as well as with embedded linked posts from social media to increase usability and build credibility from outside sources.

3. Each screens should have the same context (styling) so that user can navigate through each page with confidence. The styling should be consistent with the YBCS branding.

4. External links that lead to affiliate shopping sites should be easy to find and labeled clearly.