User Experience

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.


Group Project


User research

User journey

UI design



portfolio opening scene.gif

BBC is trusted by all age groups as a reliable source of information. Through research we found that many people have very fixed modes of reaching BBC, both in terms of what they search for and the platform they use to do so. However, BBC’s full portfolio is extremely diverse and has much more than that to offer. 


We created an app called ‘Challenge BBC’, which lets people to intuitively discover surprising content through a spontaneous mix and match of keywords. With our product, stay informed, educated, and entertained as they discover hidden gems across all BBC platforms.

Brief breakdown

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.

User profile

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. 


Research findings

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

Design goal

To make people, especially younger audience more engaged with BBC across all platforms.

App structure & Wireframe

press to zoom

press to zoom

press to zoom

High-fidelity interface

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 

change word.gif
word web1.gif

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

photo 2.gif

Machine Learning recognizes elements from photo to generate keywords

Users can explore a diverse content based on where they are