Finite News Optimized for the Video Generation
- ClientBBC
- IndustryMedia & Publishing · Advertising & Marketing · Media & Entertainment
- ServicesCustomer Experience
- CapabilitiesMotion and video studies · Product & Experience Strategy · Creativity & Technology · Customer Experience · Editorial content strategy & operations · Content strategy · Content Schema Development · Content Modeling · Connected Retail · Opportunity Analysis · Audience growth projections & modeling · Content creation & production · Multi-touchpoint product systems · CRM & Loyalty Strategy
Revamping BBC's app for enhanced video engagement
Despite being the world’s oldest national broadcasting organization, the BBC has remained at the top of the news industry food chain, swiftly adapting to emerging technologies. In late 2015, BBC came to Code and Theory in need of an update to their traditional native app offering.
In a collaborative environment, Code and Theory’s London and New York offices and BBC News teams worked to design the new finite video news experience. Our teams were integrated to understand the BBC’s needs and harmonize our designs into new storytelling formats. Working closely with the BBC engineering teams ensured a smooth transition from design into development.
Key Takeaways
Boosted engagement with curated content.
Innovative platform for storytelling formats.
Enhanced brand relevance and reach.
The News app was limited in its mobile video experiences, offering only basic features that fell behind BBC’s usual innovative products. With the rise of digital video as a main source of information in the news industry and the need to target a younger demographic, it became clear that BBC needed to make changes.
An additional challenge was to integrate a dramatically different and unique experience, including all new assets, into their existing native app structure.
“What does the future of BBC news video consumption look like for a younger generation?”
The Insight
Being bombarded with nonstop, endless news feeds from a multitude of sources, people desired a sense of completion—they wanted a finite amount of information that was easily digestible and reduced the paradox of choice. To bring the users what they wanted, our team worked closely with the BBC editorial and design teams to create a tightly curated package—ten stories specially crafted for what the user would find most relevant to them.
In order to innovate in news journalism, a platform was needed that allowed editors to experiment with and evolve new storytelling formats.
Visual design made for emotional storytelling
In order to drive habitual use, the team worked to create a new finite visual news experience, driven by a visual format that was curated and optimized for mobile use. The project focused on visual media design, packaging editorial news, user paths, and interaction and motion design. Flexibility in design enabled BBC editors to explore different storytelling formats: standard video, audio and photo galleries, and breaking news that contained no videos—all in a single user path, providing emotional depth as the user progressed through the content.
“What does the future of BBC news video consumption look like for a younger generation?”
Impact
Increased mobile app engagement
Enhanced user retention rates
Improved video content consumption
Read More
AI-driven anticipatory design that boosts publisher performance
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newbiz@codeandtheory.comCode and Theory is a proud member of Stagwell Group. Stagwell is the challenger network built to transform marketing. We deliver scaled creative performance for the world’s most ambitious brands, connecting culture-moving creativity with leading-edge technology to harmonize the art and science of marketing. Led by entrepreneurs, our 13,000+ specialists in 34+ countries are unified under a single purpose: to drive effectiveness and improve business results for their clients. Join us at www.stagwellglobal.com
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