lady gaga live

verizon2014 | mobile web livestream

 Source: Theo Wargo, Getty Images

Source: Theo Wargo, Getty Images

Verizon launched massive upgrades to its network across the United States and wanted to showcase the power and speed with a live content streaming event.

Fortuitously, Lady Gaga was scheduled to perform a final “curtain call” show at Roseland Ballroom, a legendary New York City venue set for teardown and redevelopment. Verizon partnered with Lady Gaga to bring her historic show to the masses on GetMoreGaga.com (online until May 7, 2014), a streaming platform that could propel the concert beyond the physically limited 3,500 capacity venue.

 

1. Discovery

Initially, we were tasked to explore primarily mobile options, including app only solutions. However, users who stream content are traditionally 90%/10% desktop to mobile. As such, we designed GetMoreGaga.com to be responsive and work on all devices.

Our big challenge was going to be to find a technical solution where we could manage all the traffic and have all our vendors in place so viewers would have a full experience, no matter where they were watching from.

DISCLAIMER

Some information has been omitted and obfuscated in this case study to comply with my non-disclosure agreement. Opinions and analyses in this case study are my own and do not necessarily reflect the views of my past employers.


tl;dr

I designed a responsive video livestreaming experience for a historic Lady Gaga concert series, showcasing Verizon’s network upgrades.


AGENCy

AKQA


Team

Sung Chang, GCD
Cheryl Williams, Visual
Lindsay Lamb, Copy
Len Yeh, UX Design

 

2. Insight

[TK]

 
 

3. Design

Shifting the brand and customer interaction

Our hypothesis was that a small paradigm shift could decrease the anxiety for customers. By reframing the “measuring” step as something you get to do, rather than something you had to do, then the brand reps can initiate and invite customers to something intriguing without being overbearing.

This was a pretty common interaction that seemed to leave the situation open-ended, . We thought we can piggyback on and use to create some positive anticipation.

The shift put customers in a more open mindset; we then needed to make sure the “thing” we build actually looks fun to try.

 

Finding the right narrative and technology

In our concept phase, we decided to solve the “touch” problem with motion-sensing Microsoft Kinect technology that captured a user’s height, face, and head. We were inspired by a few buzzy fashion companies at the time like BodyMetrics, who created body scanners for department stores. It promised to be flexible, convenient, and futuristic.

With those traits in mind, one of our moodboards — a science fiction, techy aesthetic — began to stand out. Iron Man, Star Trek, and TRON: Legacy were top of mind. We envisioned a type of “fitting pod,” maybe reminiscent of something on a space ship that had appeal for our target of male teenage sports fans.

 

Creating anticipation

From there, we needed to heighten the experience. While our setup could be done “invisibly” without an interface, doing so removed feedback and entertaining interactions. The unfamiliar experience felt lackluster; we didn’t want people to step on and off a pad, only to think “Did anything even happen?”

It had to be fun,  so we counterintuitively increased the time it took and developed animations that seemed like the fitpod was “thinking.” A touchscreen also doubled as an interface for customers to email their sizes to themselves and opt in to New Era communication.

 

Motion & Interaction Test

 

Animation was developed by the Brooklyn Research


 

4. Reflections

It's crazy to me how sometimes technology blurs together. This event happened in 2014 and live streaming wasn't as big of a thing yet. 

Instagram Live videos came out in 2016.

August 2015 is when Facebook Live came out.

In some ways, this effort was a bit ahead of the curve, but it was interesting to tap into a huge change in behavior and study people's concert going experiences.

Monitoring social media live from our agency HQ was intense, as we garnered 150,000 site visits and 80,000 stream views for an average visit duration of 40 minutes

  • Collaborated with team of engineers, writers, visual designers, and remote/external vendors
  • Led UX design for userflows, wireframes, mockups, and technical solutions.
  • Provided documentation for clients and technical development vendors (USTREAM) to ensure design fidelity and feasible functionality