For D&AD New Blood Award Brief, we had to design a new customer experience to help the BBC’s audiences fit the BBC into their
daily lives, tailored and optimised to where they are and the device they are using.
Unaware, breadth, connect, full power, relevant, engaging, daily lives, tailored, optimized, customer experience, ambient intelligence/data, everyone, relationship, interactivity, touchpoints
Create a user experience powered by data/technologies to optimize BBC’s wide breadth of content and make it relevant for everyone.
We conducted user interviews across the age range of 18-35 to understand how they consume information and what's their experience with BBC so far, then we create a user profile based on the younger generation, but also bear in mind that our product doesn't alienate the existing older users.
We combined the results from user interviews and secondary research on BBC's challenges and opportunities, brainstormed and evaluated the opportunities to solve the brief.
1. BBC needs to feel more contemporary to better connect with younger audience
Pain point 1
3. People are not aware of the broad range of content offered by BBC
4. People don't like consuming information heavily determined by algorithm
Pain point 2
Intimated by the vastness of BBC's content
2. BBC's vastness is its asset but also a challenge
Younger audience don't feel connected to the existing brand image
To make people, especially younger audience more engaged with BBC across all platforms.
App structure & Wireframe
1. Interact with a mix and match of keyword prompts
Blind select keywords in "Let me guess" mode
Find keywords in "Let me choose" mode
2. Push BBC capacity to offer unexpected content through connecting keywords
Switch to another set of keywords to generate more surprising content
BBC database pulls content from all platforms based on the connected words
3. Make browsing experience adapted to daily lives
Machine Learning recognizes elements from photo to generate keywords
Users can explore a diverse content based on where they are