With a wealth of research at our fingertips, the first challenge was to define what TV could mean to a mobile-first audience. Short-form content was a must, but what content really mattered, when we individually have the finest on-demand entertainment systems in human history at our fingertips? What would turn passive viewers into active participants? Is TV dead?
Serious questions, indeed. We started with the assumption that we had a shot to be relevant and delightful if we treated their attention as gold, and in exchange we'd give them fun content which could be converted into social currency.
Because we were on-air on Day 1, we adopted an abbreviated UX process, where testing was done live, rather than in isolation.
DEFINITION + DEVELOPMENT
TESTING and DELIVERY
From a universe of users, we targeted college-age guys
and built an experience for them