A new "Video Collection" feature for Red Bull to empower women in eSports.

Client
_{Red Bull}

Context
_{A collaboration and educational partnership between Red Bull Media House and our IxD program to personalize a user experience for this global digital TV platform. The brief's theme was  "Design Challenge for Community.}

My Role
<sub>- Design Research
- UX Design
- UI Design</sub>

Duration
_{One semester-long individual project from Aug to Dec 2019.}

Design Goal
_{This study aims to gather information from their target audiences by way of a variety of qualitative and quantitative methods, including interviews, surveys, diary studies, secondary research, competitive analysis, heuristic evaluation, and personas. The goal is to identify key user needs and define a strategic solution to personalize the user experience for Red Bull TV app.}

^{What is the Problem?}

_{According to an Entertainment Software Association survey, nearly 50% of U.S. gamers are female. However, the number of women working in any role in eSports is estimated to be about 5%, or 1 in 20, according to the Women in Games.}

^{Ironically, there is only 1 female gamer out of over 30 athletes worldwide in eSports that Red Bull has signed an endorsement deal with.
This Corporate Image DOESN’T LOOK GOOD for RED BULL!}

_{My Solution}

_{Creating a new video collection with the existing gaming section for female gamers to address the issues women are facing in eSports.}

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• Missing role models
• Less opportunity
• Lack of Visibility

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_{In order to promote new role models, offer more opportunities and increase visibility for women in eSports. Red Bull needs to}

• Sponsor more women in eSports.
• Create more videos for Red Bull’s female gamers.

_{How it works?}

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Introducing Ms. Gamer

_{Ms.Gamer is a new video collection in Red Bull TV’s gaming category, which is a series of videos for female players only. When you enter the gaming section, simply scroll down a little, and you will see the thumbnails for this new feature. In order to start changing the unbalanced and unfair demographics of Red Bull’s current platform more quickly and efficiently, the exact same theme, colors, fonts, and functions used for other series have been adopted to build up this new platform with minimal adjustments.}   

“ We need to inspire more females to get involved in gaming, and this is a great start! “︎︎︎ Dr. Raz, Scholar in Video Game Studies

“Even though we’ve had some role models, I think the treatment of our role models on the internet has created this barrier for women, but now with ‘Ms. Gamer,’ I feel more confident.”
︎︎︎ Kate, Professional Gamer

“No female players were really given the opportunity to come into a professional environment and play competitively as part of an organization before, I’m glad Red Bull did this.”
︎︎︎ Stella , Amateur Video Player 

^{I present my findings and solution to executives and designers of Red Bull on Monday, Dec. 9 at CMD campus in Santa Monica. The feedback was overwhelmingly positive, as David Grau, the UX/UI Design Lead at Red Bull commented, “Creating a new video collection feature with gaming is a simple but great way to start solving the problem and I know you have come a long way. It is very much doable!”}

Interested in my UX Design Process and documentation?
Please check the link below.

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