Redesigning the experience to keep older kids engaged
TEAM:
BBC IPLAYER
ROLE:
UX DESIGNER
YEAR:
2022
TLDR
I designed an adaptable visual system that changed perceptions of iPlayer from boring and babyish to sophisticated and cool.
The current kids experience was perceived well by younger children, but viewed by older children as being ‘babyish’,‘boring’ and ‘not for them’. In fact, only 6% of children now agree iPlayer is ‘for kids like me’ which has resulted in losing this valuable younger audience from around 6 years old.
HMW make the iPlayer kids flex as you grow older with the BBC?
I identified and prioritised opportunity areas by reviewing existing research and conducting competitor analysis, then explored solutions through ideation sessions and collaboration with editorial teams. I considered about how these solutions could respond to different platforms including TV, Web & Mobile. I partnered with an external research agency to test concepts, using insights to iterate and strengthen the designs.
A flexible visual language made up of iconography, colour, character rails, and navigation patterns, that works across TV, Web & Mobile. Together with new content rails, these elements formed a cohesive but adaptable system that grows as you do.
Research showed this redesign started to shift perceptions of iPlayer from being 'babyish' and 'not for me' into a platform that feels 'fresh', 'sophisticated' and 'cool'. It was hypothesised that this work would contribute to a significant reduction in drop off rates for users aged 6+ and should therefore be prioritised.
