Viewers are able to select their favorite character, which in turn shows them similar content, or “curated” by that character
Launching a new platform for the youngest TV viewers
Proactively showing Verizon the long-term value for viewers
In order to fully understand the user group we were designing for, we conducted in-depth research with parents. Our questions in 1:1 interviews allowed us to understand how much influence parents want while their kids consume content.
When designing for this younger audience, we wanted to differentiate between the age groups that exist within this user group. For example, a 6 year old will consume TV much differently from a 12 year old – not to mention, content restrictions will be different.
Elevating & implementing existing branding
& designs
Introducing levels of viewer profiles
In order to fully understand the user group we were designing for, we conducted in-depth research with parents. Our questions in 1:1 interviews allowed us to understand how much influence parents want while their kids consume content.
When designing for this younger audience, we wanted to differentiate between the age groups that exist within this user group. For example, a 6 year old will consume TV much differently from a 12 year old – not to mention, content restrictions will be different.
Although products aimed at kids existed within Verizon already, there was a white space when it came to intentional graphics and sections of the platform aimed at a younger audience. Because of this, we created original graphics that would act as a point of differentiation and better show parents and kids that they were entering a dedicated space.
We took the approach of designing ‘wide’ before narrowing down; that way, we could explore any possible avenue for design. One of our biggest innovations at the start was designing a more character based space for 6 and under; most kids that age aren’t looking a wide range of content.
Something Verizon doesn’t currently do is have levels of profiling; although we did explore this at first as more of a blue sky direction, we did have to reign it back in to be more realistic with the current platform. Our ideal state was a happy medium - some levels of personalization without needing profiles.
Due to platform constraints, we had to strip back our concept to make it more of an MVP solution; however, we were still able to keep a dedicated Kids area – just without levels of profiling. This space is easily found via the Home screen or banners, giving both parents and kids ease of use.
Some of our initial concepts included features such a content lock so parents can feel comfortable giving their kids solo watching time.
Our insights led us to some key “must do’s” for the platform:
Impact
The proactive creation of the Kids experience inspired an adjacent part of the platform; the Sports experience. As of November 2024, both have been launched on web, mobile and TV.
Although they are both live, updates are still being made – such as similar artwork for launch points to show a cohesiveness.