Jingting He

Celebrities' Facebook

Celebrities' Facebook




People say, anonymous social networking platforms are always being criticized for releasing the dark side of humanity, so it shouldn't exist. I highly suspected that.What I can see is only lazy people who don't want to solve this problem are trying to make this world non-anonymous. Pretending and acting can't make bad people become nice. For normal people, that may even result in psychological problems.

To prove my point of view, I even went to the dark web, to see the world which has a reputation of drugs, pedophilia materials, etc. 

I formatted my old computer, taped over the camera, and talked to over 50 John Does. I met some weird people asking for weird things. But at the same time, I had a several great conversations about life, culture, even philosophy. Anonymous people are not always evil.

But why, most of the anonymous social networking APPs died in three years?


Market Research


This is a matrix of the most popular ones. Most of them shut down because rumors and bullying become problems. As anonymity can be related to something good, there must be way we can stop rumor and bullying, without hurting the parts that make them fun and secure. I found the white space on the matrix.

Based on the research around  the target users for anonymous social networking apps and their needs, I focus my user group as the youth group, aged 12-25. I separated them into small groups based on their behavior and need, and created those there personas.


User Personas

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In the youth group, fandom is something popular. Most of them joined more than one communities where people share the same interest. And in this digital age, online community is always a good choice for the youth, as they can get connect with more interesting people there. They talked online about their idol, and even dreamed about to be their idol.

From the interviews I did, I found an interesting phenomenon that some fans dream about being their idol, and others dream about being someone in their idol's life, such as the idol's boyfriend/girl friend, or their parent. Based on those insights, I think role play can be a need in the fandom culture, which can help them express themselves, without getting the rumor and bullying trouble as most of the anonymous social networking Apps.

User Journey

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I did wireframes to figure out the real need in each step of the user journey. Also, I did user testing to see what kind of behavior they have while using this APP. I reframed the UI design based on the insights I got from my users.





Celebrities’ Facebook is a role play based social networking App.

For example, you are a fan of Hermione in Harry Potter. You choose the character, and login as Hermione. You get the character’s same social network as it exists in the fiction.
As Hermione, you can see Harry Potter’s post, which is acted out by other users.

This particular Harry Potter writes a post saying: it’s important to remember we all have magic in us. True, but kind of a cliche. You don’t like it.

You see another post from another user who also plays Harry potter: I forgot my broom at home, so I need to take the F train to school. Seems this Harry Potter is much funnier. You can comment on that: Hogwarts is at the end of the L line. Remember to transfer at 14th Street.

You can also send him a friend request. He accepted. Now you can chat with each other!