Hijack the student conversation

In an age of the internet, regular Ol' billboards are well... just not that captivating.

oOh! media knew their university product needed a major overhaul to stay relevant and tasked me with researching and designing a solution to re-vamp their offering.  

What's missing in their lives?

After reviewing literature on student life it was clear students wanted a platform where they could express themselves at scale.

They wanted a national student voice where they could share their views, find the coolest events and make friends.

To validate our hypothesis I conducted focus groups on campus. This was essential in exploring pain points around student life and issues with the current advertising model.

The biggest 'aha' moment was discovering the need for 'My Future'; an advice and job hub created just for students.


“Nadia has changed what OOH will look like globally in 5 years”
— Brendon Cook, CEO oOh! media

 Initial wireframe sketches of the homepage.

Initial wireframe sketches of the homepage.

Designing for the full spectrum of students

 Savvy Samuel; one of five personas.

Savvy Samuel; one of five personas.

New comers to the Hijacked team Cinnamon and Candice distilled research from the focus groups into personas.

These memorable characters meant we could now empathise with and design for specific user needs and use cases.

This design exercise signified a shift in the clarity and focus of the project and lit my fire for the world of Design Research. 

 


 Hijacked is the world's first digital signage model that broadcasts user-generated content. 

Hijacked is the world's first digital signage model that broadcasts user-generated content. 


Testing our prototype on campus

To validate our design Candice, Yasmin (fellow researcher) and I conducted moderated usability tests. We learned:

 Moderated usability testing on campus

Moderated usability testing on campus

  • What's On was a favoured amongst social personas
  • My Future was preferred by more diligent personas
  • 62% of students said they would contribute to the site
  • Only 28% saw the immediate benefit of an account

On reflection, we should have tested earlier.

If we had conducted unmoderated remote usability tests during initial design rounds and recruited against personas (rather than hallway testing) inconsistencies would have been surfaced, saving time in design.


Results

 The Hijacked team with our student interns

The Hijacked team with our student interns

From launch, Hijacked was an instant hit. Students loved submitting their thoughts and seeing their work broadcast on the big screen around the country.

Advertisers were also thrilled about the refreshed content model giving them direct access to a highly engaged student audience.

Plus, our advertising funded model meant that we could put My Future into action and give students internships from the start. 

Personally, Hijacked was an incredible growth opportunity. It introduced me to design thinking, taught me how to validate an idea and launch a digital product into market.


Hijacked was born from Nadia’s commitment to research, enthusiasm and instinct.

— Cinnamon Pollard, Digital Strategist