In this UI/UX Case study, I’ll be sharing our detailed process and the reasoning behind the design decision that we took to design an app for Content Creator Andrew Schulz.

Background

Andrew Schulz is starting a dedicated platform for his community outside of YouTube, which will be like one hub of everything related to his content, updates, products, and topics around his channel.

As a team of designers, we need to design the app and a one-page website (landing page) that communicates the value of the app to people.

Deliverables

  • An app for Andrew Schulz’s community
  • A one-page website design that communicates the value of the app
  • Supplementary assets: app icon, app name, app store screenshots, website fav-icon, website meta image
  • A Notion doc that documents our process and outputs

Our Process

We took the exploratory pathfinding approach rather than just going with the most obvious ones. So, we actually went into a lot of iterations before coming up with the final output.

Initial brainstorming and Research

Before even thinking about the problem space we needed to understand the mental model of what their entire universe looks like? So, we progressed ahead and researched around questions like-

We collected lots of screenshots, links, data, comments, and much more to gain insights about the Andrew Schulz and the community.

Here are some of the main links-

Andrew Schulz was the most-viewed stand-up comedian on YouTube in both 2018 and 2019, averaging over four million views per week.
2020 his popularity still kept skyrocketing-because of the late-night style monologues he began uploading online when the COVID-19 pandemic started.
Made very deliberate decisions to turn his luck around in the wake of repeated rejections from large networks.

Content variety:

What kind of content does the Creator put out?

  1. Free YouTube Specials
    When Schulz’s self-funded one-hour special was also turned down by networks (that had always been skeptical of giving him a deal), he decided to release it on his YouTube channel for free — but not before a serious edit.
  2. Ditching the hour (4:4:1)
    He said he realized that most people start watching a comedy special, even enjoy it, but rarely finish the whole thing. So, he reasons, “I figured the hour was too long.” Schulz’s 4:4:1 clocks in at just under 17 minutes and won him rave reviews.
  3. Roast central (Crowd Work Special)
    “Schulz started honing his improv. Because learning to roast the crowd meant new content every night. He’d film every show. Sometimes 7 in one weekend. Hoping to get one electric clip for YouTube.”
  4. “100 ways of discovering me.”
    2018–19, Schulz uploaded over 100 bits of comedy.
  5. Always unfiltered
    By treating YouTube as his network, Schulz was able to sidestep the public perception problem that ‘watering down jokes’ can have for comedians.

Channels on YouTube:

His playlists on YouTube:

Data around his main content i.e YouTube-

(12/06/2020 to 12/09/2020)

Few more questions in mind, around which we brainstormed-

  1. Why would people come to his app?
    - To access all of his content at a single place organized very well, Right?
  2. What can be his business goals around making this app?
    - People can book tickets for his shows directly from here? I think this can be the right approach
  3. How would we make users feel special about the app other than just organized content? That AHA! Feature?? what can that be?

Detailed research

(Feel free to have a zoomed-in view of our research)