Redefining black digital experience: a case study on Seventh Ave, a social app for black creators and communities
My role
Design Management
UI/UX Design
Platform
Web
Mobile
Team members
Malik Mbaye (Head of Products)
Herdetya Priambodo (UI designer)
Duration
2 weeks (Research)
8 weeks (Design & Testing)
16 weeks (Development & QA)
Overview
Seventh Ave was founded with the mission of creating a centralized hub for the global Black experience. In the wake of the COVID-19 pandemic and social justice movements, the founders recognized a growing need for deeper digital connection and community among Black consumers, creators, and thought leaders.
Inspired by the rise of audio-based social platforms, Seventh Ave set out to build an interactive app that would empower Black voices and foster a sense of belonging. Through the design of this app, Seventh Ave successfully raised a $2.5 million seed round from Mac Venture Capital, with additional investments from Twitter and Backstage Capital. Additionally, community membership grew by over 50%
Empathy & discovery
The initial research conducted by the Seventh Avenue team showed that people of color are superusers and culture creators on social media platforms like Facebook and Instagram.
They drive engagement and content creation but often don't have platforms specifically designed for them. Additionally, the social justice movement highlighted the need for safe spaces tailored for the Black community.
Lack of representation and authentic connection on existing social platforms.
Desire for a centralized hub to discover Black-led content, conversations, and communities.
Frustration with the algorithm-driven, impersonal nature of mainstream social media.
Need for a sense of belonging and cultural affirmation in digital spaces.
Balancing the desire for a safe, curated space with the need for open discovery and exploration.
Creating a cohesive user experience that seamlessly integrates diverse content, features, and community functions.
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Faced with great turbulence
The primary challenge in designing Seventh Avenue was creating a platform that authentically captured the diverse and rich experiences of the global Black community. The app needed to:
01
Aggregate a wide range of content and conversations.
02
Foster a sense of community and deep connectivity.
03
Empower users to drive cultural conversations.
04
Ensure representation and inclusivity in its design and features.
Deeper dive into Who, What, and Why
The research phase was critical in understanding the needs, preferences, and pain points of the target users for Seventh Avenue. To gather comprehensive insights, we conducted in-depth research with a diverse group of 40 participants from various backgrounds within the Black community, including creators, activists, professionals, and everyday users. The primary objectives of this research were:
01
Aggregate a wide range of content and conversations.
02
Foster a sense of community and deep connectivity.
03
Empower users to drive cultural conversations.
The research was carried out through a combination of qualitative and quantitative methods:
Surveys
Conducted initial surveys to gather demographic information, usage patterns of existing social media platforms, and general expectations from a new app.
Included open-ended questions to capture detailed feedback and personal experiences.
Focus Group Discussions
Organized five virtual focus group sessions, each comprising 8 participants, to foster in-depth discussions and gather nuanced insights.
Discussions were moderated to ensure a free flow of ideas while staying on topic, focusing on key areas such as community building, content preferences, and desired features.
Individual Interviews
Conducted one-on-one virtual interviews with selected participants to delve deeper into specific insights and stories that emerged during focus group discussions.
These interviews provided a more personal perspective on the users' digital experiences and their vision for the app
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Key findings from surveys and interviews
These sessions helped us identify key pain points, preferences, and aspirations, which informed our design decisions. The Black community is more likely to be early adopters of new products, and they crave safe spaces and experiences that amplify their voices.
32%
wants a cohesive user experience that seamlessly integrates diverse content, features, and community functions.
53%
considers personalized content feed with a mix of live audio discussions, creator content, and community updates as a unique feature.
15%
robust creator tools and monetization options to support Black entrepreneurs and influencers
From vision board to Figma frames
Our design process began with establishing a strong brand identity for Seventh Ave that resonates with the target audience. We crafted a visual language rooted in Black cultural references and crafted messaging that emphasized the app's mission of empowerment and community.
Next, we mapped out the core user journeys and feature set, drawing inspiration from social media, content platforms, and community-driven apps.
Highlighting Key features
Home Screen
The Home screen in 7th Avenue gives the user an ability to spot conversation they’re interested in a also gives them the ability to join conversations from Creators they follow.
Features
The Home screen is made of the search feature, start conversation button, message and schedule button.
Messaging
7th Avenue provides a space to share inside jokes, have meaningful conversations, and build lasting friendships.
Messaging
Our "Messaging" feature lets you take the conversation private and connect with your Seventh Ave crew on a deeper level.
Messaging
This isn't just another messaging app; it's a direct line to your Seventh Ave community, wherever the conversation takes you.
Conversation Feed
The feed is designed to immerse users in content while fostering conversations and connections.
Full-Content Focus: Drawing inspiration from TikTok, the feed fully engages users by emphasizing content immersion, akin to the experience of watching a movie.
Interactive Content: Users can easily start conversations based on feed content, with the original post pinned to the top of the discussion, facilitating seamless topic-based interactions.
Onboarding Flow
Connect with people you already know and discover new ones who share your interests.
Onboarding Flow
Build rapport, share your passions, and find people who click with your unique energy.
Onboarding Flow
Engage in authentic dialogue, learn from others, and share your unique voice with the world. Let's get talking on Seventh Ave!
Audio Experience
Audio is a fundamental feature of Seventh Avenue, replicating the social dynamics of in-person interactions.
Live Chat: To overcome the limitation of limited speakers, we included a live chat feature, enabling broader participation.
Takeaways: Users can share key moments and insights from conversations, functioning like a personal diary of highlights.
Profile Set Up
Craft a profile that reflects your passions, interests, and also chance to connect with people who share your vibe, attract potential collaborators.
Profile Set Up
Expand your reach and building a community that reflects all the amazing corners of your digital world.
Profile Set Up
Let your music choices tell your story. Use music as a common thread to spark conversations, find new friends, and create a profile that's as unique as your vibe.
Explore Feed
To address the frustration of navigating live conversations, we designed an Explore Feed with enhanced browsing capabilities. To address the frustration of navigating live conversations, we designed an Explore Feed with enhanced browsing capabilities.
Features
Categories and Hashtags: Users can filter and segment conversations based on their interests, moods, and needs, ensuring they find the most relevant and engaging content.
Cross-Platform Sharing
Sharing is integral to social interaction and content dissemination. We optimized the sharing experience to enhance visibility and engagement.
Features
Custom Templates: Users can share conversations across different platforms with visually appealing templates, making it easy and enticing to spread content. This feature promotes brand pride and reduces the spammy feel of traditional sharing methods.
Direct to audio room
The direct to auidio room feature on 7th Avenue gives creators the leverage to connect with their audience by starting conversations from their feed and have other users join, engage and comment on the feed.
Features
Live Chat: Users can leave a comment on the chat session of the live feed to express themselves and also connect with other users in the Avenue.
Conclusion
The design of Seventh Ave showcases the importance of understanding user needs and cultural contexts. By listening to the community and incorporating their feedback, the team created a platform that empowers Black creators and users. The app provides a dedicated space for the global Black experience, filling a gap in the social media landscape.
The project also highlights the dynamic nature of product design, with the team adapting to feedback from stakeholders and users. This iterative process ensured that the final product was well-received and aligned with the vision of creating a hub for the global Black community.
Seventh Ave is a testament to the power of design in building communities and representing underrepresented voices. The app's success demonstrates how a thoughtful and inclusive design process can lead to innovative products that drive cultural change and empower users.
