THE PRODUCT & SERVICE
Sky Vision is the production and distribution arm of Sky. They work with channels and networks around the world to deliver top quality shows such as Fortitude and Hooten and the Lady.
The primary audience for the site would be content curators and channel heads looking for shows to fill required slots. To help them with this we created tools to allow individuals or teams to collaborate and create their own playlists and follow shows to receive updates like new episodes to watch and when new series would come out.
WHO IS THE USER?
The first question we started with was who will be using this product? Key goals, triggers and barriers were allocated to each persona, including our objectives which pinpointed the behaviours the design needed to account for.
// A detailed persona of a buyer of Sky Vision content based on research and interviews. //
PRODUCT PRINCIPLES & AIMS
Product principles and aims helped underpin the approach towards the user experience & design of the concept development and creation. This informed the way the product behaves with the user, interacts and looks.
1. Content before chrome
2. The product serves the content
3. Responsive and relevant to device usage
4. Content led discovery
During the discovery it became clear that the product required an architecture that could adapt depending on the user. For example, a user who does not have an account, would not receive access to the library and multiple features. If the user was a Sky Vision salesperson and not a buyer, they required a powerful dashboard tool to assist them in satisfying buyers even more efficiently.
// The information architecture (IA) of the Sky Vision product. The IA has been designed to flex for each user type. //
THE CONTENT LIFE CYCLE
Whilst researching the business model of Sky Vision it became clear that programmes had a particular lifecycle.
Looking at past data of the Sky Vision site it became clear that peak traffic for a programme was during the launch. After launch, further content, reviews and ratings become available, yet attention on a programme dropped. It was clear that programmes needed a design that would grow with them as more information becomes available, helping keep attention on a show for longer.
// Graph indicating how the implementation of the new design template for programmes aimed to still maintain a high interest whilst still keeping the need for manual editorial input low. //
IDENTIFYING THE TEMPLATES
Customer journeys were identified and mapped out. Templates were sketched out and created with each user type in mind. Each template was assigned a user type, reason for access and type of interactions needed to carry out key tasks on the template.
// Initial process of mapping out users needs, journeys, information architecture and concept sketches of journeys and templates. //
With core templates and key features identified, wireframed concepts were explored, testing journey flows and interaction models to ensure all user aims were achieved.
// Wireframe designs of the homepage, catalogue categories and programme details page & interactions. //
Defining logic for complex features across an ecosystem
A key requirement was ensuring that buyers were always updated about the latest content available to buy, or when new episodes or news about a show was available. To do this we explored and implemented a follow feature. Buyers are able to follow a piece of content at a show level to always ensure they are up to date with the latest news, allowing the Sky Visions sales team to have more efficient and meaningful conversations with their buyers.
// Wireframe designs explaining the process for a user to create a playlist and add members to collaborate with. //
Providing users with the tools to follow shows and create playlists opened up the ability to track new types of data that gave insight into shows and how well they are performing, and the level of interest a buyer was showing in a show or particular type of genre. This was powerful information for the Sky Vision sales team, which required a simple and functional tool that allowed them to interpret the data quickly.
FOR ON THE GO
Speaking with the heads of the sales teams to discover more about their buyers behaviours and habits, it was clear their buyers were on the go constantly. To allow them to consume content from Sky Vision whilst they were on longer journeys would provide the teams with the ability to allow their buyers to always have the opportunity to view their content.
To do this we provided an app for the iPad, which allowed buyers to download multiple episodes of programmes they were interested in.
// Final design showing an example of a user managing downloaded content. //
// Wireframe designs illustrating the management process of downloaded content. //