Mauhan.com
Concept
Website design
UI design
Development

Mauhan.com
A Social Experiment

Mauhan.com is a personal website and social experiment, created in collaboration with – and for – Máuhan Zonoozy (known as M), to defy the ordinary and make people think.

M, a visionary entrepreneur, investor, and conceptual artist, thrives at the intersection of contemporary culture and technology. He most recently broke boundaries at Spotify as their Global Head of Innovation. 

Reimagining the future of work in exploration

Mauhan.com
A Social Experiment

Mauhan.com is a personal website and social experiment, created in collaboration with – and for – Máuhan Zonoozy (known as M), to defy the ordinary and make people think.

M, a visionary entrepreneur, investor, and conceptual artist, thrives at the intersection of contemporary culture and technology. He most recently broke boundaries at Spotify as their Global Head of Innovation. 

Watch the full case study video below (sound on for the full experience):

The context:
Today, we're terminally connected

The concept for the website started with an observation: Today we are all terminally connected. Facetime, Skype, WhatsApp, TikTok, Snapchat, Zoom, Google Hangouts... You name it. At any time, anywhere, all you have to do is press a little button, and if the other person presses it too, poof! Just like that, you’re connected.

mauhan-video-illo-1
mauhan-video-illo-2
The idea:
24/7 availability for 1-on-1 conversations

So, what if we took this concept to the extreme, and created a website where M is always available, 24/7, for a 1-on-1 call, with a truly permissionless connection (one that doesn't require people to opt-in)? How would people feel about being catapulted in an intimate setting with him? Just to discover that maybe he wasn’t really there? This became our social experiment.

website_mockup_2
The execution:
Designing a believable
yet unique experience

As people land on the website, they think they are landing on a video call, and see M walking in the room and staring at the screen as if he's distracted by something else on his desktop (it looks like he forgot to exit a meeting and left the camera on).

For the experiment to work, we had to make the experience feel believable, so we carefully designed every element of the landing page (including a custom set of animated emojis) to look like a video meeting platform, while also conveying M’s unique and refined look and feel. 

As users interact with an interface they are familiar with, their actions surprisingly take them to additional unexpected pages on the website. Only then it may occur to them that it’s all meticulously staged, and that M is not, in fact, there.

The results:
Soaring engagement and no room for indifference

Once M shared the website on social media, the response was immediate, and the reactions went from excitement to feelings of internal dissonance. In no time, the engagement soared.

First, he posted the project on LinkedIn and got almost 10k impressions in the first day.
Then it was Instagram's turn. Here, influencers immediately started resharing their screengrabs of them on call with Mauhan, and in just a few hours we reached over a million impressions.

As a result, Mauhan also heightened his personal profile, and received:

  • Numerous inbound business requests
  • Requests to speak at events / panels / conferences globally
  • Invitation to join New Inc. Board of Advisors
  • Invitation to be a part of speaking panel at Future Technē Summit at Neuhouse

Love it - or hate it - the site doesn't leave room for indifference.
Don’t believe us? Go ahead, try it for yourself. 

mauhan.com

Read full case study here

Once M shared the website on social media, the response was immediate, and the reactions went from excitement to feelings of internal dissonance. In no time, the engagement soared.

First, he posted the project on LinkedIn and got almost 10k impressions in the first day.
Then it was Instagram's turn. Here, influencers immediately started resharing their screengrabs of them on call with M, and in just a few hours we reached over a million impressions.

As a result, also heightened his personal profile, and received:

  • Numerous inbound business requests
  • Requests to speak at events / panels / conferences globally
  • Invitation to join New Inc. Board of Advisors
  • Invitation to be a part of speaking panel at Future Technē Summit at Neuhouse

Love it - or hate it - the site doesn't leave room for indifference.


Don’t believe us? Go ahead, try it for yourself. 

mauhan.com

mauhan-linkedin-post
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MAUHAN_logomark_white

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GET IN TOUCH
Whether it’s an informal chat or a business call, our projects always begin with a conversation. How can we help?
hello@vicinedesign.com
GET IN TOUCH
Whether it’s an informal chat or a proper business call, our projects always begin with a conversation.
How can we help?
hello@vicinedesign.com
WORK WITH US
We surround ourselves with talented collaborators that help us on a project basis.
Would you like to join our network?
talent@vicinedesign.com

WORK WITH US
We surround ourselves with talented collaborators that help us on a project basis.
Would you like to join our network?
talent@vicinedesign.com

WORK WITH US
We surround ourselves with talented collaborators that help us on a project basis.
Would you like to join our network?
talent@vicinedesign.com
WORK WITH US
We surround ourselves with talented collaborators that help us on a project basis.
Would you like to join our network?
talent@vicinedesign.com
FOLLOW US
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LinkedIn

©Vicine2020

FOLLOW US
Instagram
LinkedIn

©Vicine2020