Eastworld Episode I

Welcome to the first episode of Eastworld, a text-based case study series where we delve into a possible future of user research, where binding a deep relationship with a company's user base will take place in a simulated environment. Inspired by the HBO show Westworld, we take a look at a digital take of the concept in a UX use-case.

In this inaugural episode, we set our sights on Cameo , the platform that connects fans with personalized video messages from celebrities and influencers.

Target Company: Cameo

Cameo has revolutionized the way fans interact with their idols. By offering personalized video shoutouts, the platform fosters a sense of connection and intimacy previously unattainable. But with a growing user base on both the talent and fan side, Cameo faces the challenge of maintaining engagement and driving repeat business.

So, buckle up and join us as we unleash a battalion of AI-powered micro-personas into the digital Cameo experience. What will they uncover? How can Cameo leverage these insights to thrive? Welcome to Eastworld.

Cold Open

The flickering neon glow of a digital cityscape bathes the bustling streets in an otherworldly light. Virtual autonomous figures, meticulously crafted to represent diverse demographics and personalities, navigate the virtual space, their conversations a cacophony of data points waiting to be decoded. This is Eastworld, a realm where cutting-edge AI and simulated social interactions unlock the secrets of your target audience.

Target: Cameo (https://www.cameo.com/ )

Aim: Increase user engagement and platform stickiness, driving repeat business from both talent and fans.

Zoo: A simulated social messaging platform mirroring the core functionalities of Cameo (we'll use Discord ) for its messaging and video/audio chat capabilities.

Scenario:

• A researcher AI, "Dr. Insight," joins the platform posing as a marketing professional for a fictional fitness brand.
• Dr. Insight browses talent profiles, targeting a mix of established athletes and up-and-coming fitness influencers.
• Dr. Insight sends personalized messages to selected talents, inquiring about cameo rates and turnaround times.
• Negotiations and chat interactions with various talents ensue, with Dr. Insight portraying different levels of enthusiasm and decision-making styles (e.g., indecisive, budget-conscious, time-sensitive).
• After booking a cameo, Dr. Insight interacts with the fan placing the order, exploring their motivations for using Cameo (birthday gift, personal encouragement, etc.) and their desired level of personalization in the video message.

Personas:

• Micro-Persona 1: Talent (Established Athlete): Demographics: Male, 30s, Professional Basketball player. Psychographics: Competitive, tech-savvy, values brand partnerships and building a strong fan base.
• Micro-Persona 2: Talent (Up-and-Coming Fitness Influencer): Demographics: Female, 20s, Yoga instructor with a large social media following. Psychographics: Entrepreneurial, brand-conscious, seeks to monetize her online presence.
• Micro-Persona 3: Fan: Demographics: Male, 40s, Loyal fan of the established athlete (Persona 1). Psychographics: Sentimental, values personal connections with celebrities, wants to surprise his son with a unique birthday gift.

Summary:

The simulated interactions in Discord reveal valuable insights for Cameo :

• Talent Pain Points: Inconsistent project flow and booking rates. Difficulty managing inquiries from fans directly.
• Fan Pain Points: Limited options for customizing cameo requests. Uncertainty about turnaround times and final video quality.
• Suggested Actions for Cameo: Implement a tiered pricing structure for talent based on experience and demand. Develop a project management system to streamline communication between talent and fans. Offer fans more creative control over cameo requests (e.g., script suggestions, background options).

By addressing these pain points and incorporating the insights gleaned from Eastworld, Cameo can enhance user experience for both talents and fans, fostering a more engaging and profitable platform.

Eastworld: A weekly series delving into the future of user research through the lens of simulated social interactions and AI-powered micro-personas.