A Fan's First Mentality
To build an app that would resonate with fans on a global scale, we first had to identify and understand who these fans were. One Directioners, Gaga’s Little Monsters, and Beliebers are all different, but there were fundamental characteristics about these fans that could translate into a universal app experience they could all agree on, even if they couldn’t agree on Katy Perry vs. 5 Seconds of Summer. We worked together with our partners at MTV in several strategy sessions to determine what motivated fans to vote, how they wanted to engage with the app, and the ideal night-of experience. We filled the walls of our conferences rooms with mood boards, sticky notes, and drawings to break down something that felt big and unwieldy into a digestible blueprint everyone could understand.
“MTV was amazing to work with — they gave us the trust and freedom to do our very best work.”
Short Sprints, not a Marathon
Our goal for this project was swift efficiency with high quality. The live show was going to go on the night of November 7 and the voting period was closing the week before. That wasn’t going to change. There was absolutely no room for failure, so it was imperative that we worked with an aggressive production schedule. Short sprints made for snappy decision making and quick course-correcting where necessary. We remained flexible, understanding that the MTV team was building the desktop site for the awards in parallel with the application build. Being a part of the larger product meetings meant that both teams, from all aspects, were aligned with one another. Because we had amazing partners in the MTV team, we were able to move swiftly, but smartly, and maximize our efficiency to create a product that was nominated for both a Shorty and a Webby for its innovation in the mobile space.