It's A
Girl Thing
Website
INDUSTRY
Social Wellbeing
CATEGORY
UX Design
It's a Girl Thing is the destination for teenage girls from all backgrounds and cultures to come together and celebrate being a girl. It's a Girl Thing (IAGT) was conceived in 2016 by the team that brought YouTube FanFest to life in the format of a touring live festival that brings YouTube stars to the stage to perform for their fans.
Brief
IAGT will be an 'always on' platform specifically (by, with, and) for teenagers to inspire, entertain and empower them to live everything they want to be.
The inspiration for IAGT came from seeing that the fan audience at their events was mainly female and the context of increasingly complex social communications and emergence of issues with the influence of social media.
The broad vision is for IAGT to become a live and powerful community across the world where teenagers can connect with one another, and brands can connect with teenagers by buying into the reach, authentic and engaging content and powerful connection that is made with this audience demographic through the IAGT product.
Objective
Overarching Objective of It’s a Girl Thing: To build an always-on global community of teenage girls.
Development of communications strategy and tools and content that will generate sustainable engagement with the IAGT digital communication platforms.
The aim was to review the existing It’s a Girl Thing website UI and design to recommend either an upgrade or complete redesign based on key objectives.
The primary goal for the website was to
Be the first stop destination for information about the IAGT platform
Provide information about IAGT events
Drive sales of event tickets and fans to socials
Buy a ticket for the IAGT event
Follow IAGT on YT, Insta, FB, Twitter
Mapping the
Experience
To create a better experience for IAGT, we developed discussion guides and conducted in-depth user interviews with each of our target audiences to uncover their lifestyle preferences, motivations, challenges, and engagements with IAGT.
The primary target audience were girls between the ages 13-21
The secondary target audience was parents, influencers, and sponsors
A thorough research synthesis, after conducting the interviews helped inform potential opportunity areas for the website
Opportunity
Sizing
Wireframes
IAGT
Website
Desktop
IAGT
Website
Mobile
It's a Girl Thing continues to expand and grow as a community to enrich and empower young girls.