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Masks oriented
social 
network 
-
Industry
Social media
-
Target audience
Young people 18-34 y.o.
-
Duration
2020-2021
MaskSpace
is integral for
communication
&
entertainment
âMaskSpaceâ 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.
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Record video with masks
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Use music and special effects
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Chat with your subscribers
Large selection
of masks will not let you
feel bored
- Using AR filters to enhance the online experience
- Drive users engagement
- Enhance public relations
Objectives
- User retention rate is 50%
- Average Engagement time is 20 mins per day
- Stickiness is 25%
Success metrics
Challenges
The first batch of high-quality videos to fill the platform with content
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. âAny sufficiently advanced technology is indistinguishable from magic,â 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
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. âAny sufficiently advanced technology is indistinguishable from magic,â they say, huh?
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.
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.
Project
timeline
User personas
I am always in a busy trap & have no time to meet new people.
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
- Itâs 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
Iâve never had much success meeting people in real life.
Steward Brown
18 y.o
Student
Description
Steward is a typical student, who is looking for new acquaintances and doesnât 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
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.
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
Userâs geolocation
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0.2
% of video views by userâs
subscriptions -
0.1
Statistics of userâs preferences
-
0.06
Activity (comments, likes, interaction with content, request to unmask,
sharing) -
0.06
Presence of hashtags and caption to the video
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0.05
The history of interaction with another users
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0.03
Video quality
-
0.03
Trending melody
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0.2
Other
Insights
More customized content ordering provides much more engaged experience, so engagement is the key. But itâs 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.
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.
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% |
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.
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: âMy videosâ, âLiked videosâ and âUnmasksâ.
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.
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.
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.
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, youâre optimizing
your posts for Explore page potential.
MaskSpace Premium
With the Premium plan users have unlimited requests to unmask as well as get free masks every month.
Key performance indicators of
the app
-
User retention rate
-
18
Average Engagement time (min/day)
- 27%
Stickiness
