Building Mochi

01 / SUMMARY

LoveShark aspire to be the number 1 gaming platform for Gen-Z girls.

In their initial research, they found that the current gaming industry serves mostly teenage boys. They also found that 84% of teen girls are gamers and that this portion of users are being seriously underserved. Loveshark wanted to build a social gaming community centred around dance where users would play using the camera of their phone, create augmented reality videos and share with friends. Loveshark chose to focus on dance due to the background experience of the 2 founders.

COMPANY

LoveShark

MY ROLE

Building the end-to-end experience of the Minimum Viable Product.

02 / UNDERSTANDING THE VISION

The vision of the company is to create a social dance game platform where Gen-Z girls can play dances and engage with the community.

03 / UNDERSTANDING THE STRATEGY

The objective was to create an MVP with the core functions of the app — the dance game and the social features.

04 / THE PROCESS

Define the user personas

We conducted a series of surveys and interviews that led us to identify these 3 personas.

Creators: Users whose main reason to use the product is to create content and build and audience around their content.

Players: Users whose main reason to use the product is to play games and have fun.

Viewers: Users whose main reason to use the product is to consume content and interact with it.

Understanding the landscape of other social and gaming apps

The focus of my research was on TikTok, Snapchat, Instagram, Voisey, Byte, Shake, Yubo, Triller, Twitch, Weverse, Coverstar, amongst others. Below is an examples of my TikTok findings.

TikTok

TikTok is the leading destination for short mobile videos and the mostly used app of our target audience. Understanding how TikTok works was a no brainer. Some of TikTok’s strengths are the strong online community, AI algorithms, great UX/UI to retain existing users and to attract new ones. TikTok’s weaknesses on the other hand are spamming, no meta-game, limited interactivity and an unkind community.

Wireframes