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Scope
iOS, Usability Test, User Research

With Heady since September 2019.

PopViewers

We helped a Black-led entertainment app change the way culture buffs find and share what to watch next.

Scope
iOS, Usability Test, User Research

We helped a Black-led entertainment app change the way culture buffs find and share what to watch next.

FOR SO LONG, we've gotten our entertainment recommendations from the same critics, with the same perspectives, on the same awards shows and websites. (Remember #OscarsSoWhite?) So what if there was a way to turn the tables: to build a community where different voices can react, share, and recommend what they're watching in real time?

Enter PopViewers, a Black-founded app that empowers its diverse, entertainment-loving users to become critics and share their takes on everything from the latest Blockbuster to a favorite classic.

In order to scale, PopViewers needed a proof of concept, along with a solid app with intuitive UI and UX. Heady jumped in as a collaborative partner, shepherding the app through early stages of development and offering in-depth user research until it was ready to hand off to PopViewers’ internal teams. In the months leading up to the app’s launch, PopViewers brought Heady back on in an advisory role for continued usability testing—a choice we consider a testament to our flexible, collaborative approach to building strong partnerships.

See what people are saying about your favorite shows and movies
See what people are saying about your favorite shows and movies
Keep a running list of what to watch curated to your favorite genres
Keep a running list of what to watch curated to your favorite genres
Keep a running list of what to watch curated to your favorite genres
Keep a running list of what to watch curated to your favorite genres
See what people are saying about your favorite shows and movies
See what people are saying about your favorite shows and movies

We helped PopViewers develop a stable app primed for growth.

PopViewers came to Heady with a big idea and the rough framework of an app. We built it out into something that would feel intuitive and exciting for its users.

Our development team validated existing UX features, like filters, spoiler alerts, and +1 signup options, and we finessed the app’s Discover page and recommendation engine to ensure that they both reflected the diverse selection of films and TV shows that would resonate with PopViewers’ users. As we navigated the development process, we also delivered code that matched PopViewers’ specifications to a tee and made suggestions when it didn’t, created just the right amount of code on a tight timeline and budget, and continuously integrated new developments—creating a stable, easy-to-use app that PopViewers could build on for the future.

Explore all types of movies and shows to keep up on everything entertainment
Explore all types of movies and shows to keep up on everything entertainment

Through strategic user research, we provided proof of concept.

After discussing who PopViewers wanted to reach with the app, we thought: why don’t we validate the concept with this audience first, before PopViewers takes the app to investors?

Heady recruited research participants based on “proto-personas”—or rough ideas of its intended audience—provided by PopViewers. Through a series of interviews with these participants, we developed insights that we used to refine the app’s UI and UX. Though PopViewers initially envisioned its users posting video reactions to the community board, we found that users instead gravitated toward a Reddit-type message board for sharing thoughts and reactions to whatever they were streaming. Through user interviews, we also realized users’ value filters—like genres and streaming services—that later became an integral part of the experience.

The result? We told PopViewers what the market wanted before they took their product to market, potentially saving their team from investing significant time, money, and energy into an app that could have missed the mark.

Keep track of what you’re watching and explore suggestions of what to watch next
Keep track of what you’re watching and explore suggestions of what to watch next

We met PopViewers where they were in their process—seamlessly transitioning the app to their team and later returning as ongoing advisors.

After PopViewers used our proof of concept to secure funding and build its teams, it migrated the remaining app development in-house. Because Heady developed the app through a series of strategic builds and optimizations, our code was easy and accessible for PopViewers’ internal teams to pick up. We also hosted the entire app on our servers—so the app never crashed.

After securing funding and growing its team, PopViewers asked Heady to sign on in an advisory role to provide ongoing usability and feature validation services.

THE CLIENT

PopViewers, a new Black-owned app that aims to bring power and community to the everyday media consumer.

"They became part of our organization. They truly wanted what was best for us, and they proved that. That’s the rarest thing. They were top-notch. They had the ability to understand and believe in our mission.”

Ben Greenberg
Chief Product Officer
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