viacom 'i am' diversity campaign
Beyond / 2014
Viacom invited Beyond to come up with a new way to engage their workforce while promoting employee diversity & inclusion.
We came up with Viacom 'I Am' - a multi-faceted campaign: 1-part tablet app, 1-part website, 1-part photo-booth.
Employees would use a physical photo-booth installation to submit fun photos of themselves, mixed together with parts of their colleagues faces, where they were also asked to include an empowering yet inclusive message beginning with "I Am..." - all using a bespoke tablet app. Each submission would be distributed using Viacom's internal sharing channels as well as on their Office of Global Inclusion intranet website.
As always, the process began in front of a white wall. The tablet app, which was to be placed inside the combined photo-booth / lighting rig installation, had a distinct user journey which was drawn out using markers and Post-its:
We then created a tablet-based prototype based off this initial flow. This slightly polished version was eventually put in front of real users - as well as our clients at Viacom - who fed back on their thoughts.
We made a number of iterations off the back of this useful feedback. This included speeding up sections of the tablet app which were taking a touch too long to navigate through, as well as removing a couple of on-boarding/explainer screens due to feedback around the process being slightly over-simplified in its initial test release.
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 UI tool beyond the hand-drawn, iterated-upon wireframes as seen above.
Polished wireframes were only created, using OmniGraffle, for the website component of the project primarily due to the fact that the front-end and back-end code was to be built by an external team.
Examples of these polished deliverables are illustrated below:
Below are the final designed mockups of the above high-fidelity wire-framed storyboard:
The I AM campaign's tablet app, website, and photo booth installation was heralded as a great success with 2,500 unique visits (among a company of 10,000), 15,000 page views and over 250 photobooth 'I Am' submissions in the first week alone.
The booth has subsequently been 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!