ABOUT THE PROJECT

In 2018, studies revealed that Netflix had more subscribers than all three leading TV service providers in Brazil combined. Grupo Globo, the largest audio-visual producer in Latin America, responded by reimagining how we deliver our 22 live TV channels. Our mission: to reinvent television for the modern viewer.

ABOUT GRUPO GLOBO

Grupo Globo is the largest media conglomerate in Latin America, renowned for its extensive portfolio of television, radio, print, and digital media. As a leader in audio-visual production, Globo has consistently pushed the boundaries of innovation in the media landscape.

Why an in-house streaming service?

Building an in-house streaming service offered significant strategic advantages. Previously, we lacked sufficient data from traditional TV providers to improve our content or electronic program guide (EPG). By transitioning to a direct-to-consumer model, we could gather valuable insights to enhance user experience and tailor offerings based on viewer preferences.

Maintaining TV's essence while enhancing it

Television remains the most-consumed media in Brazil. Our challenge was to create a product that attracted cord-cutters and expanded access to those previously unable to afford paid TV. We aimed for a seamless transition from traditional TV to streaming across multiple devices.

Research from ComScore and Google indicated that 7 out of 10 Brazilians own a smartphone, with 84% using it to watch videos. Additionally, 80% of Brazilians prefer watching on big screens. This dual insight guided our strategy: bring broadcast streaming to mobile devices for accessibility and establish a presence in the smart TV ecosystem to maintain our household impact.

In parallel, my team and I conducted an ethnographic study to understand video consumption habits: subscription services used, devices preferred, content watched alone, and shared viewing experiences.

Our navigation strategy revolved around two pillars: discovery and consumption. For discovery, we designed an intuitive interface allowing users to browse all channels and current content seamlessly. For consumption, we ensured that videos remained continuously visible, avoiding any conflict between browsing and viewing.

EPG is all about the timeline, but what if we could build a time machine for users? To go beyond the "star over" feature we use the VoD content we had available to fit the gaps in the guide. We also brought features like "alert me when it starts" and shortcuts to subscribe.

Designing for smart TVs posed unique challenges due to hardware limitations compared to native apps or web experiences. Close collaboration with the development team was crucial to ensuring high performance and a smooth user experience.

Overall the impression was good. Using a seamless interaction model helped them to recognize and understand the possibilities, but also brought challenges like navigating to the past was something possible but never thought by them. These extra functionalities and possibilities were something they didn't recognize upfront but were found after some exploration.

When asked if they would subscribe to this product the answer was yes, but when the question was about how they think they could buy this product the answer was: as part of Globoplay.

Globoplay the other streaming product Globo has focused on video-on-demand (VOD) it had a freemium business model. Of course, users immediately recognized that a huge company sometimes takes time not just to recognize but to make it happen: with the rise of streaming services around the world, more and more products were appearing in the market, and many different pieces of the entertainment puzzle when users needed a complete, all-in-one service.

After 2 rounds of usability tests and other researchers led by the research team to check the acceptance of this product on the market, Globolive turned part of Globoplay and we started a new adventure building VOD and broadcast together, we started the building of an on-in-one streaming product: Globoplay + channels.

Embrace the unknown

Designing for smart TVs was a new challenge. Admitting gaps in my knowledge and seeking expertise were crucial steps. We partnered with a design consultancy for a bootcamp, which was essential for building our team's skills. 

Collaborate closely with developers

The project highlighted the importance of strong partnerships with developers. Even the most experienced team members were new to the technologies we encountered. Together, we navigated challenges, learning and innovating as a cohesive unit.

Hack the tools

Without existing tools for smart TV usability testing, we innovated. Using animated Keynote presentations on TVs and fake remote controls, we conducted guerrilla-style usability tests that effectively simulated real interactions.

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