An ethnographic user research study was conducted to understand what drives the millennials . After observing and interacting with close to 120 user in this segment the motivators that drive the millennials can be categorized under 3 A’s.

1. Appearance - How do i appear to my peer community. Extremely conscious about self appearance.

2. Associations - They like to associate themselves with anybody or anything of social significance. Following a personality, brand or a campaign are examples of these kind of associations.

3. Activities - They spend 7-8 hrs of their awake time doing activities together. Playing, studying, traveling, and more.

Yahoo Stars was conceptualized around these 3 A’s. Yahoo Stars aggregates news articles, videos, photos , tweets around celebrities . A perfect place for fans to “Associate with” or “follow” their stars.

Users can curate collections around the stars they adore. They can invite their friends to collaborate around this "activity".

These curations help a user with his self appearance as a curator and a fan.

Fan page shows a stream of news, photos, tweets related to the fan. Users can filter the stream based on media type.

Stars provides an immersive consumption experience for rich media content.

The card flips to reveal a way to read and add comments.

As user browse through the stream of content, relevant interstitial brand ads enrich the experience.

Users can create collections by curating interesting content around a celebrity.

simple drag and drop interface for creating collections

A view showing all my curated collections