Following the success of Seven’s Rio Olympics digital campaign, we focused on developing and delivering a new high-quality OTT product set to Australian audiences once acquiring the broadcast rights to the PyeongChang Olympic Winter Games. The intention was to stream compelling Australian sports stories on every screen, housed within intuitive OTT live sports products, purpose-built for native, web and IPTV platforms.
Collaborators
- James Knipe – Design
- Alex Ishigaki – Design
Deliverables
- Product Strategy
- User Experience
- Interface & Brand Design
Client
Seven Network
Year
2018
Crafting a UX to meet the demands of a diverse sport loving audience
As the official broadcaster of the Games, our research had to begin with what users wanted from their viewing experience across different devices. Extensive user, market and subject matter expert investigation helped map the hierarchy of features and foundational journeys that would shape the ecosystem.
Tellings stories in ways the audience wanted to experience them
The various screen experiences gave Australians access to thousands of hours of Live and On Demand streaming, as well as live event widgets, social content, competitions and marketing content for free. Users also had the option to upgrade to a premium entitlement, unlocking additional content, HD streaming and reduced advertising.
With a polished feature set and interface to bring the games to life
Each of the apps developed for the event adhered to the native design principles of the platform they lived within to reduce the learning curb for new users. Content density was kept low to ensure that each content session was highly discoverable and wayfinding between events and features was intuitive.
Dynamic Sport Widgets
Behavioural data helped us to evolve the editorial experience to better suit our new digital audiences lifestyles over time. The key objective of the brands was to retain readers for longer to decrease the reliance on social channels for traffic. Over time my team was able to significantly increase session times with infinite content scrolling, tactical content drivers and building direct remarketing channels.
Permission-Based Accounts
With display and CPC content advertising playing a significant rule in the commercialisation of these digital channels, it was critical to implement the correct volume and behaviour of advertiser content. The bespoke Live network ad map incorporates standard and high impact units that drive high value for the brand advertiser but importantly do not impede the user’s content experience.
Bringing the Winter Olympics to more Australian screens than ever
Boasting close to 100 million streamed minutes within the 16 days of events, 1.8 million Australians were able to follow the experience of the event throughout the day via iOS or Android apps during their commute, web app on their second monitor at work and their preferred IPTV at night.
