Elia Alberti

Elia Alberti

UI UX Product & Interaction Designer | Creative Thinker | Product Innovator | Prototyping Adept

Discovery+ Beijing 2022 Winter Olympics

 

Beijing 2022 Winter Olympics Cross-Platform Design

Working as part of the UXD team I worked toward developing and championing a user-centred design process able to promote a culture of customer-focused product discovery and delivery cross-platform to present to the Discovery+ vast userbase the best possible CX allowing them experience the Beijing Winter Olympics seamlessly regardless of which device they’re on.

I supported the UI design process by developing and enhancing design systems particularly for mobile, Android and iOS whilst I also worked on translating the Beijing Winter Olympics 2022 visual identity’s into a cohesive UI pattern library, developing an iconography and set of pictograms representative not only of the geographical location of where the Olympics where held at but also the local culture and traditions.

Creating low and high-fidelity mock-ups and prototypes that evolve into pixel-perfect designs ready for development was one aspect of my assignment however I was equally very much focused on supporting the development team and back-end engineers with the creation of brand new assets and UI guidelines whilst liaising with the editorial team analysing and exploring the Beijing 2022 Winter Olympics’ brand and visual identity to produce visual assets such as the background image to be used on the main landing / home page cross-platform.

 

Achieving & Measuring Success

Discovery reported record Olympic Winter Games viewership and engagement on its digital platforms, as the household appeal of discovery+ drove significantly higher consumption and numbers of new paid subscribers compared to PyeongChang 2018, specifically:

    • New paid streaming subscribers for Beijing 2022 exceed PyeongChang 2018 by almost 50%

    • Over 1 billion streaming minutes consumed across discovery+ and Eurosport subscription services

    • Over half of new Olympic subscribers also enjoyed discovery+’s entertainment content, meaningfully enhancing subscriber lifetime value

 

Discovery+ US – WEB

 

Discovery+ US – MOBILE

 

Discovery+ US – Connected TV

 

Discovery+ EU – WEB

 

Discovery+ EU – MOBILE

 

Discovery+ EU – Connected TV

 

Discovery+ – Sport Pictograms Library

 

Discovery+ – Visual Identity – Background image creation

DISCOVERY+ The Streaming Home Of The Olympics Across UK And Europe

As The Streaming Home of the Olympics across UK and Europe, Discovery+ delivered the ultimate Games experience capturing all the unmissable moments live from the greatest sport show on Earth. Athletes from over 200 nations descendED on Beijing to compete in a multitude of competitions for the world’s largest international sport event.

Beijing 2022 produced strong results across Discovery’s European television network and streaming products. Discovery+ drove an increased number of new paid streaming subscribers, the total of which exceeded PyeongChang 2018 by almost 50%.

More than 156 million Europeans visited Discovery’s platforms with over one billion streaming minutes consumed, 19 times more than the last Olympic Winter Games. Discovery+ and Eurosport streaming services saw 8 times more streaming viewers during this Games as users consumed more than double the content with average consumption exceeding 7 hours per viewer. The same trend was seen on linear television with viewers on average watching 24% longer than PyeongChang 2018.

Discovery presented the Beijing Winter Olympics in 50 markets in Europe featuring 11 national productions and coverage in 19 languages. It is the only place in Europe to offer all of the Olympics Discovery+ and its Eurosport digital services.

Jean-Briac Perrette, President & CEO, Discovery Streaming & International, said: “The Winter Olympics has proven to be a terrific success for discovery+ and all our channels and platforms across Europe. Discovery is leading the way in building global scale in streaming whilst also maintaining strength in traditional television viewership, significantly outperforming the market across both.”

CLIENT

Discovery Inc.

TECHNOLOGY

Depop Video Feature

 

The problem identified

User were growing increasingly frustrated about not being able to record and upload a video in their listing. On the majority of the other online-marketplace apps it was one of the most popular feature and they felt left behind, not being able to fully express their creative self.

 

The goal of the project

The goal of the project was to empower sellers providing them with a feature which would help them sell their items whilst engaging with their followers and potential buyers.

At the same time buyers would benefit from a new way to vision an item before purchasing it.

 

KPIs

  • Global revenue increase in Q4 compared to the same time the previous year

  • To increase number of listed items p/w

  • To reduce time spent selling an item to ideally no longer than one week

  • To increase marketplace rating by 0.2 on both iOS and Android platforms

  • To increase the number of listings globally by 3% to 5%

 

Style Guide

 

How we planned to solve it

Working in Agile we set up a team of five including PD, PM, Q&A, Android and iOS developers.

The process put in place to develop the feature is as follow:

    • DISCOVER – Background Research / User interview / Competitive analysis

    • DEFINE – Feature prioritisation / User persona / Costumer journey

    • DESIGN – Wireframe / Visual mock-up / Prototype

    • TESTING – Usability testing / User testing sessions / A-B testing

    • DELIVER – Pixel perfect visuals / Interactive prototype / Assets ready for devs

 

Wireframes & Sketches

 

Listing Flow

Proposal with new listing screen layout, image gallery upload, new camera ui and navigational footer.

 

How I measured success data analysis

Working closely with back-end and PMs we could witness the following areas of improvement upon having launched the new feature, validating our work but more importantly exceeding expectations:

5.6% increase

of revenue generated upon having launched the feature (Q4) compared to the same period the previous year

14.8% increase

of successful listing where the item Has been sold within the first week of it being published compared to any period prior the release of the feature

0.2 rating points increase

of the rating on both iOS and Android market due to positive feedback related to the newly released video recording feature

 

ABOUT DEPOP

Depop is the new way to shop where you can buy, sell and share millions of unique items, vintage & luxury fashion, art, illustration, books, records and trainers and where you can build your own community of sellers and buyers.

Start selling by taking a video or a picture and open your own personal shop. Buy an item with just one tap.

More importantly, stay connected. Depop is a community – it’s a fun place to hang out. Keep up-to-date with your friends’ activity – like, share and comment on items that catch your eye.

Originally a social network, the app became a global marketplace — a mobile space where you can see what your friends and the people you’re inspired by are liking, buying and selling.

In turn, your friends and creative influencers all over the world can see the things you like, buy, and sell, and are inspired by you. This ecosystem has supported Depop becoming a global conduit of connection, not only in m-commerce, but culture, design, and creative communities around the world.

With 10 millions users worldwide, today 80% of Depop users are under 25-years-old, they’ve sold $230 million of clothing last year, and are on track to double that to $460 million in 2018-19.

Video Feature

With this engaging new feature users can now shoot short videos of their items to help them show off what they’re selling. The aim is to empower them to explore their creativity through a different media format as well as to give creatives an additional tool for self expression.

Moreover it has been proven to be of great help to buyers too as it will give them better insight into the items they are purchasing. The better users can present their items, the more revenue they can generate.

talking about UX

I’ve research, analysed and compared the best cases of similar UX Design solutions to the project’s final brief. I’ve generated personas and validated my concepts and approaches via data and user research sessions to understand the motivations of users and to use that insight to design better experiences, working closely with the back-end and engineering team. I’ve then helped develop a road-map in partnership with the PM whilst considering both internal and users’ requirements in order to help me identify risk assumptions early and swiftly.

Talking about UI

The user interface had to the reflect and adhere with Depop’s core values such as authenticity, self-expression, entrepreneurialism and uniqueness, whilst offering a cutting edge solution to satisfy buyers and sellers needs.

The aim of my work is not only to create a colourful whilst minimal and catchy user interface which is also fresh and connected to the users but I also wanted it to be engaging enough to appeal to anybody, top sellers as well as new users at a global scale.

It takes in consideration users’ needs by offering a seamless experience regardless of the device or the os and it wants to stand out in the same way that our unique community does with their goods on sale, focusing on translating, implementing and enhancing the Depop visual and brand identity.

The importance of Prototypes

Many ideas fail, not because they are flawed, but because people didn’t ‘get it’. It can be hard to imagine new products, services or features. That is where traditional specification documents and business plans fail. They do not excite people about the potential. They do not show them what could be.

Which is why working in Agile, I felt the need to prototype pretty much every design task for every sprint so to shows stakeholders, developer, PM and back-end, what I was going to build. That means everybody had the same picture of the end goal. It significantly reduces the need for people to ‘fill in the gaps’ with their imagination.

It’s also a great tool for user testing session, to gauge the level of engagement of a specific feature and further iterate if and when needed. Occasionally and particularly in the early days of a project, I had to make few assumptions about what users want. Some companies do market research, but just like stakeholders users often struggle to picture what it is you are proposing building.

Testing a prototype allows you to validate the assumptions you make and be confident you are building the right thing.

TARGET AUDIENCE

Both male and female audience, between 16-45 yrs old.

CLIENT

Depop

TECHNOLOGY

TalkTalk TV STB UI

 

 

The problem identified

Talktalk has just completed the acquisition of Blinkbox, the online purchase and rental VOD company and it now has to restructure the whole catalogue of Movies and TV series.

The current STB user experience and interface needs an almost complete overhaul in order to not only accommodate the new titles but to offer the user a seamless and intuitive user experience.

 

The goal of the project

The goal of the project was to offer users a brand new immersive interface for the TalkTalk TV Store capable of showcasing the latest cinematographic contents in an efficient and effective way, which would engage with potential new users whilst allowing them to navigate a vast catalogue of the last movies and tv series from the comfort of their couch.

 

KPIs

  • To increase users subscriptions to VOD packages

  • To drive a younger audience to join TalkTalk TV

  • To decrease churn rate

 

How we planned to solve it

Working in Agile we set up a team of four including UI / Visual Designer, PM, back end and front-end developers.

The process put in place to develop the feature is as follow:

    • DISCOVER – Background Research / User interview / Competitive analysis

    • DEFINE – Feature prioritisation / User persona / Costumer journey

    • DESIGN – Wireframe / Visual mock-up / Prototype

    • TESTING – Usability testing / User testing sessions / A-B testing

    • DELIVER – Pixel perfect visuals / Interactive prototype / Assets ready for devs

 

Information Architecture

 

User Experience

How I measured success data analysis

Following the launch of the new STB UI/UX we collected the following data:

7.2% increase

of users’ subscriptions to VOD packages (sports most popular)

3.2% of new subscribers

in the 20 to 30 years old demographic group (predominantly male)

1.8% churn rate

decrease since the new STB user interface was launched

DESCRIPTION

TalkTalk TV the Set Top Box Experience, the project I was tasked with consisted in creating a brand new immersive interface for the TalkTalk TV Store capable of showcasing the latest cinematographic contents in an efficient and effective way, which would engage with our users whilst allowing them to navigate a vaste catalogue of the last movies and tv series from the confort of their couch.

Information Architecture

Backbone of the project it servers to define and visualise how the several elements and areas of the whole experience are categorised and organised hierarchically. Mapping out the IA is crucial to make sure that all of the main functionalities and areas of the wider business are present and connected in the most effective and simple way.

UX

I’ve research, analysed and compared the best cases of similar UX Design solutions to the project’s final brief whilst considering both internal and users’ requirements in order to help me identify risk assumptions early and swiftly, avoiding to waste up time for a final solution that doesn’t satisfy the users nor the company’s goals and vision.

UI & Visual Assets

Visuals of the STB UI prepared for the final prototype to be presented internally to the engineering team in order to understand if there could have been any last tweak or last remaining feasibility issue.

TARGET AUDIENCE

Both male and female audience, between 16-45 yrs old.

CLIENT

TalkTalk TV

TECHNOLOGY

TalkTalk TV Android App

 

DESCRIPTION

The TalkTalk TV Android app brings you the latest blockbuster films and hit TV shows. You can rent or buy and watch instantly on everything from PC and Mac to games consoles, tablets and smart TVs. Pay for what you want to watch, when you want to watch it. What’s more, you can now download your favourite content to your device and watch it offline or abroad!

DELIVERABLES

Android application featuring all of the major hit tv shows and blockbuster movies.

Working closely with the UX and dev team I designed a suitable interface for a rich and complex android app. In designing the UI I adhered to the TalkTalk TV brand guidelines and primarily the use of colours they do to distinguish all the different contents available. I made sure that all the contents were easily accessible and recognisable by the user whilst the visuals would match those of the TalkTalk TV Website. Everything has been designed and optimised to work within a smartphone environment.

TARGET AUDIENCE

Their core target group is 14 to 45 mixed audience.

CLIENT

TalkTalk

TECHNOLOGY

MS XBOX The Hobbit

DESCRIPTION

For the second instalment of The Hobbit trilogy, The Hobbit: The Desolation of Smaug I created a rich interactive experience on XBOX 360 and XBOX 1. The aim of the campaign is to engage the user with multimedia contents and exclusive behind the scene footage turning the user journey in a captivating adventure which comes to life before his eyes whilst informing the users in more details about the characters, the synopsis of the movie and inviting him to go and watch the movie at the best cinemas.

DELIVERABLES

Landing Experience on XBOX 360 and XBOX 1 including:

Pre-roll video
Image gallery
Video Gallery
Synopsis
Link to Xbox Video – The Hobbit: An unexpected journey
Link to Xbox Music – soundtrack
Downloads – Themes & Pics

TARGET AUDIENCE

Mainly a young audience, male between 15 and 35 years old who are into fantasy novel and role-play games.

CLIENT

Warner Brothers

TECHNOLOGY

MS XBOX Adidas WC 2014

 

DESCRIPTION

For the World Cup 2015 in Brasil, Adidas presented 5 different football boots however in this case the aim of the campaign is to put the emphasis on the 5 famous football players endorsing the brand rather than on the boots themselves. The Xbox users chose their favourite player and through him discovered the Adidas boots that he wore. Every boots has got its own video and images.

DELIVERABLES

Landing Experience on XBOX 360 and XBOX 1 including:

Pre-roll video
Image gallery
Video Gallery
Themepack
Link to web
Link to Xbox marketplace

TARGET AUDIENCE

Football fanatics who play the sport, watch it and also like sportswear. Predominantly male audience, between 16-45 yrs old.

CLIENT

Adidas

TECHNOLOGY

MS XBOX Lego

 

DESCRIPTION

The goal of the Lego campaign is to create awareness of the Lego brand and its products and possibilities. The client wants to create an entertaining, interactive experience on Xbox. They are not focused in driving the users to the Lego website or create conversions. They want the users to find out how playing with Lego is a fun way to spend time at home with their family, alone, etc.
The core of the campaign is to interact with the users’ emotional sphere rather than simply showcase the products. I wanted to bring up in the users the same emotions generated when people play with Lego. By doing so will highlight and describe around 25 exclusive products.

DELIVERABLES

Landing Experience on XBOX 360:

The users will land on a landing page with 7 selectable categories. In each one of them the user will find one landing page with image gallery (showing the products) and one video. Users will be asked to collect Lego bricks (around 3 or 4) after doing that they will unlock the exclusive Lego T-shirt for their avatar.

Interactive Experience / Treasure Hunt
Play and Win
Avatar Integration
Image Gallery
Video Gallery
Product gallery
Themepack and DLCs

TARGET AUDIENCE

Family oriented.

CLIENT

Lego

TECHNOLOGY

MS XBOX Tudor Shield

 

DESCRIPTION

Tudor is well known european luxury brand which has a vast range of watches and for this particular campaign they wanted to reinforce brand awareness across European Market.

DELIVERABLES

Landing Experience on XBOX 360 and XBOX 1 including:

Video which can be clicked to full screen
Image gallery
Themepack
Link to YouTube App
Link to browser, eg. Facebook and YouTube

TARGET AUDIENCE

Luxury Dreamers & Hedonists. Men, young professionals, aged 25-45 (key target 30) + Woman, aged 25-45
Personal Income $60K (€50K)+ prepared to pay $2’400 or more for a watch.

CLIENT

Tudor

TECHNOLOGY

MS XBOX TMNT Movie

 

DESCRIPTION

Darkness has settled over New York City as Shredder and his evil Foot Clan have an iron grip on everything from the police to the politicians. The future is grim until four unlikely outcast brothers rise from the sewers and discover their destiny as Teenage Mutant Ninja Turtles. The Turtles must work with fearless reporter April O’Neil and her cameraman Vern Fenwick to save the city and unravel Shredder’s diabolical plan. The interactive experience wants to convey the fun, action-packed aspect of the movie offering to the user an equally rewarding experience where he’ll be able to enter the TMNT universe, play a custom Kinect mini-game, view exclusive unseen footage, get to know the characters and finally he’ll be able to download exclusive contents such a theme packs and gamerpic for his XBOX online avatar.

DELIVERABLES

Landing Experience on XBOX 360 and XBOX 1:

Watch & Win – Watch trailer to unlock theme packs
Mini Game
Video Gallery
Image Gallery
Characters Gallery
Download Page
Synopsis
Link to Web

TARGET AUDIENCE

Their core target group is 14 to 45 mixed audience.

CLIENT

Paramount

TECHNOLOGY

MS XBOX Audi TT Coupe

 

DESCRIPTION

The new Audi TT Coupe. Emotion, and high technology. The car has been designed as a sport car. The slogan is: ‘Dare to be different’. There’s a direct comparisons to the Audi R8 however the main difference is that now the Audi’s brand rings sit on the hood. The interior is more sporty, and the car is designed around the driver. The new virtual cockpit is a focal point as it allows the user to use their phone, navigate using GPS amongst many other high-tech features. The exterior has 3 box architecture engine note, roof & trunk. The car wants to be compared to an athlete and not a bodybuilder to indicate the efficient yet powerful approach without overdoing it.

DELIVERABLES

Landing Experience on XBOX 360:

Video hotspot navigation
Image gallery
Video Gallery
Link to web

TARGET AUDIENCE

Men from 30 to 45 years old with a slightly above average income and into sport cars and new technologies.

CLIENT

Audi

TECHNOLOGY