BBC Engage

D&AD New Blood Entry 2020

Project

This is a personal project that was completed for the D&AD New Blood BBC brief - 'create a digital product or service that serves as an interface between physical and digital'. The target market was clearly defined as 16-24 year olds.

ROLE

UX/UI Designer

DATE

May 2020 (2 Weeks)

PRACTICES

Brand Study, User Research, Illustration, UX Design, UI Design, Wireframing, Prototyping, Video Editing

TEAM

Individual Project

Understanding the Brief

16-24 year olds

80% of 16-24 year olds say being knowledgeable is important to them. They're not watching the TV news, but they still want to know about the world.

Technology

Over a third of 16-24 year olds claim new technologies is what excites them most about the future.

Social Media

Social media is the most popular form of online news, with 16-24 year olds more likely to get their news from a social media post than a news organisation.

Target Market

The target market is a group that: wants to be knowledgeable, engage with technologies, and advocate for reform. Growing up with advancing technologies and social media has led to a stronger technological understanding than generations before them, meaning they are more likely to embrace ways to improve their everyday behaviours through enhanced, bespoke offerings tied to their online and digital behaviours. For these reasons, I chose to tackle the issue of 16-24 engagement with BBC News.

Illustration made in Adobe Illustrator

Gathering Insights

A focus group with three 16-24 year olds was conducted. Discussion focussed on their news consumption, emerging technologies (specifically AR), and opinions of the BBC and social media. Many of these reflected what had been found during online research, but raised issues of trusting the BBC and the use of an additional app. How can we make BBC News engaging for this age group?

"I enjoy social media because it combines the things I care about in one place"
The BBC has its own typeface 'BBC Reith'. Prior to this, Helvetica was used across BBC platforms. Due to personal access I used Roboto Sans for this project which shares similarities with Helvetica.
#BD1017

Product Vision & Solution

As a product, I wanted to position the app as the leading news app of choice for 16-24 year olds. There should be a key focus on the way this group consume news, while providing people with a fun way to discover news outside of their algorithm bubble.

Discover what is happening in the world around you with integrated AR.

Read, Listen, Watch - Consume news in an unobstrusive way. One that suits you and your life.

Wireframe

Wireframes were drawn roughly by hand before being converted to digital and interactive wireframes in Figma. The most important considerations were establishing a clear visual form hierarchy by grouping related fields, and minimising the completion time for given actions by reducing the number of steps between. The wireframe prototype was user-tested, which identified several changes to the order and layout of a number of elements.

Product Outcome

The product engages users through the utilisation of three key delivery methods: Read, Listen, Watch. This allows users to consume news in away that suits them and their lifestyle, while tackling the wider challenge of16-24 engagement across the BBC (iPlayer and BBC sounds). The use of integrated AR allows users to discover what is going on around them in a fun way, while the smart algorithm learns how the user wishes to consume their news – the mode of delivery, time, and topics – making news consumption as efficient and undisruptive to daily life as possible. I developed a standardised styling and UI pattern utilising the well-known BBC red.