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Master Thesis, 5 months, 2021 


Self-directed project 

Pen & Paper, Adobe CC, Figma, Miro, Eyequant 

71% (1.3)










Interviews, Survey, Generative Research, Service Blueprint, Experience Map, Stakeholder Map, Crazy 8s, Bodystorming, Experience Prototyping, Wireframes, Lo-Fi+Hi-Fi Prototyping, Usability Test

The Problem

In addition to its positive features, social media has also opened the doors to anti-social behaviour and hate speech. One reason for this is the online disinhibition effect, which arises from the perceived anonymity online and describes a loss of self-control. This effect and the feeling of power due to the large reach on social media platforms are the major reasons why people write hateful messages and comments and messages. (Scholz, 2020) 

Main hate speech targets include appearance, political views, origin, gender and sexual orientation.


Even though there are already laws as well as working algorithms and manual methods to filter such content by the social media companies themselves, online hate speech is still an unsolved problem.


The Process


This allowed the topic to be examined from different angles. Methods such as expert interviews, online questionnaires and generative research were used. In order to collect existing knowledge on the topic and to develop more understanding, appropriate literature was also included. The results of this phase were Key Insights reflecting the existing problems and their causes. 

The first step was to explore the existing online hate speech problem and to find out what the existing pain points and problems of different stakeholders are and why these problems arise. In order to get a view from different perspectives, primary research methods were carried out with different user groups (social media users and anti hate speech organisations) on the basis of a generated stakeholder map


4 Expert Interviews

5 Generative Research participants

112 online questionnaire responses

Key Insights 

Research Analysis led to five Key Insights which reflect and describe existing pain points the user groups are facing. They also form the basis for solution opportunities. 



In the next step, opportunity areas were formed based on the insights with the help of HMWs and an evaluation matrix.

Thus, the scope of the project was defined for the next steps.

The process resulted in an iterated UX Vision and associated UX Principles, which were taken into account in the following ideation phase. Additionally, Personas were created, which were taken into account and refined in the further course of the project. 


“There is an opportunity for a product or service for young Instagram users (18-30) who live in urban areas use the platforms on a regular basis who want to stand up against hate speech based on people’s characteristics without any personal or emotional dangers or high time expenditure and feel the success in order to be part of a positive and inspiring social media culture.” 

UX Vision

Personas - Social Media User



During ideation, different methods such as crazy8s, collaborative journey mapping and brainstorming were carried out together with designers and participants of the user group to generate diverse ideas and evaluate them.

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Hybrid crazy8s workshop with 5 designers


Evaluation of emerged ideas using a How-Wow-Now Matrix


In order to rapidly test ideas and gather feedback, storyboards and wireframes were created as well as bodystorming and experience prototyping were carried out. 


Paper Wireframes

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Experience Prototyping with Video Prototype and simple wireframes.


Progressively, the concept and the corresponding design were defined. In the next step, interactive prototypes were created with Figma and iterated and tested with users conducting usability tests. The Think Aloud method was used as well as an SUS questionnaire. In addition, an online tool for usability testing with eye tracking data was used. 


In parallel to user testing, I collected feedback on topics via additional secondary research and Instagram polls in order to finalise my concept. 

Mid-Fi Prototype - used for User Testing and Eye Tracking Analysis


Support people who suffered from hate speech over the past year and at the moment but without making yourself vulnerable.

Learn more about the existing features that are provided by the app already.

Spread the Campaign and the message offline with using the cups and trigger a donation for a anti hate speech organisation with your purchase.

Stand together with others against hate speech and show the affected person and the community that the support drowns out the hate.


InstaCampaign is a campaign that is run annually to give you the opportunity to support people who have been affected by online hate speech in the past year. There is no risk to you and you can quickly and easily support countless profiles. It also raises awareness of the issue and the features Instagram already has in place to help you protect yourself and your friends from hate speech in the future. 


Take part in the campaign and support those affected quickly and easily. You will then receive a coupon that you can redeem the next time you buy a drink in a participating shop. The best part - the proceeds will be donated to anti hate speech organisations in order to provide even more preventive work against hate speech and support for those affected in the future.

Final Outcome 

Key Features

How it works


How it responds to the Insights and UX Vision

It makes users aware of their responsibility for a friendly social media platform.

It gives the opportunity to support others quickly and without being vulnerable.

The community spirit shows the users that everyone can have an impact.

The cups add an additional benefit as a further motivation.

Users don’t have to detect hate speech themselves.

Users receive more info about hate speech and how to protect themselves and others.

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