content & community lead
+ founding creative
FINDS is a Gen-Z-orientated video marketplace app that mixes social-style video content with peer-to-peer commerce for a more personal, connected and engaging take on reselling fashion.
I conducted market research with fashion resellers and TikTok influencers, was instrumental in developing UX wireframes and liaised with a design studio on app UI, created original visual creative for all touch points, founded a community of engaged users before launch and developed a content program for coaching Gen-Z fashion resellers in creating social video and selling via livestream.
Original TikTok content & Instagram-based app previews for FINDS' early seller community.
TikTok content - I conceptualised videos to introduce the brand, promote growth via viral trends, and create user-readiness via how-to's; using graphic design, art direction & video editing, including timing transitions to bring them in time to music - a key success factor in TikTok videos.
Instagram app previews - I engaged with the community to create video clips for pre-launch user-generated-content, created app interfaces on Adobe XD and animated them on Adobe After Effects, as the app wasn't live yet. The community responded extremely positively to being part of this process.
FINDS' pre-launch community experience
I created a highly engaged pre-launch community of fashion resellers (our ideal users) by developing an online space where invite-only members could:
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read exclusive insider information about FINDS and learn about the benefits to them
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take part in design discussions and feel actively involved in the app's creation
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attend and take part in virtual (and later, reserve spots at in-person) events.
Consumers crave experiences; experiences are an amalgam of content. I created a content strategy to get the most positive response from our ideal users and generate genuine excitement and readiness ahead of the app's launch.
FINDS' content-led signups
In addition to FINDS' pre-launch community, I developed a content-led signup arc to build a waitlist of high-quality users before the app launch.
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FINDS launches as invite-only access (not available on the Appstore) to create a sense of exclusivity via a waitlist and help maintain quality amongst the app's early users.
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High-performing fashion resellers and TikTok creators learned about the new app via exclusive sites tailored for them. This created personalised access on a larger scale, drawing in pre-launch signups from guaranteed high-quality users.
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Once signed up, members on the waitlist could access a 'Help Portal' of content designed to help them use the app well; including tips on best live-stream selling practices; best practices for social videos; and examples of how they can tailor the app for them.