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viacom "i am" diversity campaign

Beyond / 2015

 

Intro

Viacom invited Beyond to come up with a new way to engage their workforce while promoting employee diversity & inclusion.

I was part of the team who came up with Viacom 'I Am' - a multi-faceted campaign: 1-part tablet app, 1-part website, 1-part photo-booth.

Employees would enter a physical installation containing a tablet kiosk to submit photos of themselves. Their pic would be mixed together with those of their colleagues. Employees were also asked to include an empowering yet inclusive "I Am..." message.

Each submission would be distributed using Viacom's internal sharing channels as well as on their Office of Global Inclusion intranet website.

The tablet app, which was to be placed inside the combined photo-booth/kiosk installation, contained a distinct user journey intuitively attracting, on-boarding and off-boarding Viacom employees.

I began the design process in front of a white wall where I was responsible for designing the app journey and its interface.

 

 The tablet app storyboard and high-level wireframes

The tablet app storyboard and high-level wireframes

 Close up of the storyboard

Close up of the storyboard

 Viacom employees could also see their photos online

Viacom employees could also see their photos online

 

prototype & Testing

I then created a tablet-based prototype based off this initial sketched flow. This was placed in front of real Viacom employees who fed back their thoughts. Testing occurred quickly over the course of a single week until the flow and the UI felt close to perfect.

 

sketches to release-ready code

From here, on-wall and at-desk iterations were created using sharpies, scribbles, and plenty of inter-team collaboration. The tablet app was then designed and built without any need to introduce any digital UI tool beyond the hand-drawn wireframes as seen above.

 

viewing 'i am' submissions: the website portal

Detailed, polished wireframes were only created for the website portal (to view photo submissions) part of the campaign.

This decision was made due to the fact that the website engineering was to be completed by a third-party, external team.

Some examples of website polished deliverables are shown below:

  Website portal: high-fidelity scenario boards

Website portal: high-fidelity scenario boards

 Website portal: high-fidelity wireframes

Website portal: high-fidelity wireframes

one final round of testing

A final round of user testing was completed just prior to the launch event. Here, feedback primarily concentrated on speed and interactions.

From testing with a select set of employees, I found that:

  • Viacom employees were often busy and/or "just passing by" during lunch therefore time spent with the booth was going to be extra limited.
  • Therefore, a number of employees fed back that the first prototype felt too slow (employees had places to be; meetings to attend). As a result, the workflow of the app was condensed with transitions between sections purposefully sped up.
  • Employees also fed back that the on-boarding and off-boarding felt "a little over-communicated" and "too hand-holding" in this test release. This result in some on/off-boarding and explainer screens being removed from the final release.
  • Making these changes cut the total time down by approx 20% per-employee, while increasing the number of completed "I Am's" shared by nearly 25%.

 

 

 The booth in "test position"

The booth in "test position"

the website portal UI Designs

The final UI of the wesbite portal:

 

Launch day: results

The I AM campaign's tablet app, website, and photo booth installation was heralded as a great success: 

  • 2,500 unique photo booth visits
    Among a company of 10,000(!)
  • 15,000 unique visits to the webs portal
  • Within the first week of the booth being installed, over 250  "I Am's" were submitted

The booth was subsequently installed in an additional 8 locations around the world: NY, LA, Nashville, Washington DC, Miami, London, Amsterdam, Berlin.

Internally, the I Am campaign has been known to increase the overall awareness of Viacom’s diversity & inclusion efforts across the company - so much so that the booth is in a constant state of revision as it is updated to be used on global Viacom campaigns beyond the I Am initiative.

 Viacom employees couldn't wait to get in to the I AM Booth!

Viacom employees couldn't wait to get in to the I AM Booth!