ROSE - automatic personalized content delivery AI system with hyper-personalization for viewers and users of the VOD platform to deepen their immersion into the digital watching experience - service design, UX strategy and project management
September 2022 - Present
September 2022 - Present
The challenge:
As the organizer of cyclical service design jams in a media organization, I invited all key business and technology teams to address a challenge affecting all business processes and crucial from the user's point of view: communication about content and offers that is maximally customizable, non-irritating, noticeable and useful. In the current environment, users reach many different messages that sometimes make them feel overwhelmed, and business teams do not have effective tools to unify communication and embed it in dedicated touchpoints.
Key issues:
1) INNOVATION FOR INTERNAL PROCESSES: Optimization of business processes within silos that have an effect on customer journey and achieving a consistent user experience with content delivery
1) INNOVATION FOR INTERNAL PROCESSES: Optimization of business processes within silos that have an effect on customer journey and achieving a consistent user experience with content delivery
2) TARGETED, HIPER-PERSONAL UX: Providing users the best possible video entertainment experience that suits their interests, allowing them to continue watching and exploring new titles on existing customer journeys and touchpoints.
3) HI-TECH AND AI COMPLEXITY: Integration of technological tools and AI systems with optimal user experience in all available applications (mobile, desktop, Smart TV) in order to precisely deliver the right content to each user and increase their satisfaction with the service, reduce churn and increase the consumption of premium content.
Core Problem Definitions:
1) How might we facillate for business teams to reach users with adequate content, offer and retention communication, so that it is noticeable, valuable and relevant to them?
2) How might we optimize the form of marketing automation in applications so that communication is a consistent part of the UX of the platform, does not frustrate the user and is effective?
3) How might we better integrate artificial intelligence tools with the user interface so that immersion in content works almost automatically, and at the same time the user is in control of his experience?
1) How might we facillate for business teams to reach users with adequate content, offer and retention communication, so that it is noticeable, valuable and relevant to them?
2) How might we optimize the form of marketing automation in applications so that communication is a consistent part of the UX of the platform, does not frustrate the user and is effective?
3) How might we better integrate artificial intelligence tools with the user interface so that immersion in content works almost automatically, and at the same time the user is in control of his experience?
My roles:
Lead Senior Service Designer, Chief Facilitator, Researcher, UX Strategist
My central role was to integrate all stakeholders and involve opposing perspectives in the process of generating innovative functionalities and experience with artificial intelligence that provides the desired value for the user. I designed and conducted cyclical workshops with key representatives of business and technology (23 team members), guiding the team through all stages of the design process.
My central role was to integrate all stakeholders and involve opposing perspectives in the process of generating innovative functionalities and experience with artificial intelligence that provides the desired value for the user. I designed and conducted cyclical workshops with key representatives of business and technology (23 team members), guiding the team through all stages of the design process.
Business / Tech stakeholders - 23 key team members, representing all strategical, operational and support departments: monetization, sales, retention, engagement, editorial, product, UX, AI, customer insight, technology, marketing, customer care, fully involved in the design process from its kickoff for prototyping solutions.
Methods:
Competition analysis
Stakeholders Map
Problem Definition
POV statements
HWM statements
Business Model Canvas
POV statements
HWM statements
Business Model Canvas
Protopersonas
Extreme characters
Extreme characters
Personas
Experience Map
Jobs-to-be-done
Jobs-to-be-done
Value Proposition Canvas
Ideation
Customer Journey Maps
Wireframes
Prototyping
Customer Journey Maps
Wireframes
Prototyping
Service design process:
1) THE CHARACTER OF THE CHALLENGE: During the first workshop, the challenge was presented from the business and user perspectives and the context was outlined: research results and existing metrics were analyzed, business needs and points where they conflict with each other and the user's needs were defined.
2) HOW MIGHT WE: In subsequent workshops, collaborators generated a list of important POV statements and rephrased them into key challenge areas that we could address (HMW questions)
2) HOW MIGHT WE: In subsequent workshops, collaborators generated a list of important POV statements and rephrased them into key challenge areas that we could address (HMW questions)
3) FOUR PROTOPERSONAS & EXTREME CHARACTERS: Four working groups were formed, whose members set to work on their own unique protopersona and extreme characters, drawing on knowledge about users, available research and customer service reports
4) DEEPENING KNOWLEDGE ABOUT USER DATA: The groups worked during joint workshops and independently during internal meetings to clarify the jobs-to-be done of their protopersons and extreme characters related to consuming digital entertainment and experiencing the TV and VOD service. User models have been validated against data for actual personas.
5) JTBD AND VALUE PROPOSITIONS: For the key JTBDs in the context of the project challenge, the teams carried out the ideation and reframing of solutions. The teams presented the assumptions of their solutions, prioritized them in the context of technological limitations and implementation possibilities as well as business potential, and selected the four most promising complex solutions for further work.
6) FIRST PROTOTYPES: Each of the teams prepared a prototype of their own solution, as well as mock-ups for the solutions of the other groups, if they wanted to add their own perspective to them. The prototypes were validated internally and their first major limitations were revealed, which allowed for re-ideate the optimization of the current prototypes.
7) MVPS AND EXTERNAL TESTS: Subsequent versions of the prototypes have been validated in the context of current technological possibilities and the first MVPs have been created, which will be prepared for testing with users.
7) MVPS AND EXTERNAL TESTS: Subsequent versions of the prototypes have been validated in the context of current technological possibilities and the first MVPs have been created, which will be prepared for testing with users.
Results and next steps:
1) During the workshops, there was a smooth exchange of knowledge from specialized business areas, which allowed participants to move away from their standard perspectives and see the potential and simplicity of the possibilities that are at our fingertips.
2) Teams have integrated and coherent knowledge about the challenges faced by diverse business users, taking the perspective of customers and engaging their empathy, have changed their conceptual models of how the service works and how their work affects the well-being of customers.
3) Technological capabilities have been reviewed, which are already ready to be included at no additional cost, which have the potential to deliver value in the context of hyperpersonalization and UX-friendly AI.
4) The process has entered the testing phase and prototype tests on users and A/B tests in the platform for selected features are planned.
