AWE
A TV Everywhere platform that accounted for more than 80% of all TV Everywhere content delivery three years after its launch.
Overview
In 2011 Newsstand launched in iOS 5 which provided a central place for users to read magazines and newspapers. It changed the way people bought and read magazines and publishers saw incredible subscription growth. During this time I was the lead UX Strategist at Bottle Rocket apps, a leading mobile app agency. Several of us were exploring Newsstand on our iPads oohing and ahhing. I distinctly remember thinking “This is neat, but I kind of want this for shows.” I asked the Bottle Rocket founder “Do you think it’s possible to do this for shows and movies?”. He answered “Maybe…” in a curious way - which I may have misinterpreted as “why don’t you go find out?” The result was the first mobile app platform created to enable content owners, advertisers and publishers to rapidly deliver premium TV Everywhere, Social TV and Companion Content experiences to their customers. An industry-leading white-label OTT video platform for the world’s leading media and entertainment companies viewed by millions. This was my first intrapreneurship experience and where I fell in love with digital product.
Objective
Create a valuable, white-label TV Everywhere platform that enabled network producers to deliver their content on mobile devices (with all of their brand, ad, & analytics requirements considered) with an improved video consumption experience to what existed on mobile devices at the time.
My Role
As a co-founder and the Director of Product Experience & Innovation I developed the concept for and led the design of the AWE experience across Product, Brand, and Storytelling.
Collaborative Leadership
Vision & Strategy
Team Building & Management
Skills
Brand Identity
User Research
Product & Service Design
Mapping & Blueprints
Wireframes
Prototyping
Creative Direction
Comm Design & Illustration
Copywriting
AWE accounted for more than 80% of all TV Everywhere Delivery after 3 years including NBC, Scripps, Oprah, Hallmark, and others
2017 - Mobile Excellence Award for Best Live Streaming or Video for Mobile
2016 - Cablefax - Best TV Everywhere Technology
NBCUniversal app was an Apple Launch Partner with the announcement of iOS 7 during the 2013 WWDC event
Several apps powered by AWE were featured on the Apple App Store and Google Play
Results
Empathize & Define
In 2012 - when AWE was conceived - apps were still being created as digital extensions of existing brands. They were projects, not products, and we relied on clients to provide insights into their audiences via discovery sessions. We had a lot of experience building video apps for brands such as TBS, TNT, Science360, BET, etc. Many of us were fans of consuming video content on devices to avoid the frustrating cable TV experience (early cord cutters). We were keeping a close eye on which apps were doing the mobile video experience really well such as Vevo and HBO. We began by designing for what we had learned viewers were doing when consuming video on mobile and, later, what network producers required to manage delivery of their video content to mobile devices.
Ideate, Prototype, & Test
AWE went through three-and-a-half iterations before I left Bottle Rocket. Below are examples of some of the work that went into building the product.
Wireframing & Documentation
Many sets of wireframes and documentation were created to keep the team aligned. From the experience on various mobile and OTT devices to detailed advertising support within the experience to the web-app tool used to manage the content delivered to all devices.
Android Feature Screen
iPhone Feature Screen
iPad Feature Screen Tape Organization
Banner Ad Placement Specifications
Feature Screen Flexibility
One of the most impressive things about AWE (imo) was the attention to detail when considering how to support the amount of content a network had available to deliver at any given time coupled with the banner advertising they used.
The feature screen of a video app is a chance to showcase the content in a visually compelling way. We understood that networks didn’t always have the same amount of content all year and needed the flexibility to adjust the presentation to support their needs while highlighting their content.
The solution was incredibly elegant. We used row templates that stacked to support content amount, standard banner ad sizes, ability to swipe vertically and/or horizontally, and considered dual-orientation support for iOS & Android phone & tablets.
Product Design
Early versions of the video consumption side of the product reflected the less refined feel of iOS 5 & 6. With the introduction of the more modern and refined design of iOS 7 we could truly keep the UI of AWE so minimal the customer content would take center-stage. I hired and managed a small design team who were responsible for the design of the last iteration of AWE before I left Bottle Rocket. I could not have asked for a better team to collaborate with. From designing the delivery process to the product they really knocked it out of the park.
Interactive Video Viewing Exploration
While we were building AWE we became aware of the trend of mobile device users using their devices while watching TV. The concept of “second screen” was born and the industry was exploring how to capitalize on this user activity. At AWE we explored and patented a second-screen experience utilizing lower third graphics to display interactive options.
Accolades
Several apps powered by AWE were featured on the App Store and Google Play and the product won several industry awards during its time including the 2016 Cablefax - Best TV Everywhere Technology (Vendor)and 2017 Mobile Excellence Award for Best Live Streaming or Video for Mobile. My fondest memory was seeing our the NBCUniversal app front-and-center during WWDC 2013 where Apple announced iOS 7 and its incredible new interface design.
Reflection
AWE was an incredible product designed, built, and supported by an incredible team. When I first started working on it I was also leading the UX Strategy for several other app projects and supporting other teams (though I couldn’t wait to get back to building AWE). It reached heights I never dreamed possible launching right at the start of the cable TV cord-cutting revolution and before all networks adopted content subscription models.
Through this experience I learned the difference between a project vs a product - there is a HUGE difference. I also found value in working with the team to design the workflows of our ecosystem for efficient creation and delivery of on-brand TVE apps for our network clients. I was challenged in many ways from navigating leadership to learning how to deliver a digital product and loved every minute of it. I absolutely loved working with the amazing team of people that went on the AWE journey and achieved some epic digital product success together. Bottle Rocket did an amazing job hiring great people to make great things with and AWE was no exception.
AWE became the #1 platform for managing video content by global networks. While we did not have organizational experience exiting digital products I heard it was a meaningful part Bottle Rocket’s acquisition by WPP.