VISOCAST
Course Project
Year: 2021
The key to a successful project includes the right kind of planning. VisoCast is a concept for an app and website that I worked on for the George Brown UX Design Programme. The focus of this project was to understand how to define the scope and manage a project for a client. The deliverables included a design brief, work breakdown structure, project plan and a statement of work.
In a world where the market is over saturated by the number of streaming platforms - VisoCast stands out by bringing all your favourite programming to one place for uninterrupted viewing.
VisoCast is the latest weapon of Shari Sunari, and she is using it to battle the TV network model we’ve all known since the ‘60s. VisoCast is a new streaming service that will change how users absorb media by only charging them for the programming they consume. VisoCast will be available on all the major wireless networks, via a downloadable app that can be used on TVs, PCs and mobiles. Shari is giving viewers the “ultimate universal remote” – one that connects them to a world of programming and a network of other passionate viewers. With the click of a mouse or the flick of a finger, users can watch anything, anywhere, at any time. This user-centric service will only charge viewers for the programming they have consumed without interruptions of commercial breaks. Viewers will be rewarded with credits that subsidize their monthly bills if they choose to opt-in for advertising.
Without the right kind of project management, a project can be doomed to fail. A project needs clients and team members to be on the same page, it needs clear objectives, the right resource allocation and, a realistic budget and delivery dates. It all starts with defining the scope, this was a concept for a website/app, and therefore the sky was the limit. I had fun living in a make-believe world where I had an unlimited budget with a deadline I came up with.
Project Summary
VisoCast requires the design team to create the app’s interface that allows users to discover, group and share content easily. The team needs to provide VisoCast with a cohesive brand strategy that goes hand in hand with a marketing solution for the launch of the product including social media strategies to reach the widest audience.
App and Website Objectives
• Convert free trials to long term subscriptions.
• Embolden users to develop or create their own content.
• Maintain users’ attention after initial sign up.
• Encourage users to opt-in for advertisements by offering attractive incentives - i.e. - credits to support monthly bills.
• Make this the preferred app for all entertainment needs.
Overall Business Goals
• Create a brand name that is known for being the largest library of quality programming.
• Build a loyal subscriber base that attracts more networks to increase the content on the app/website.
• To redefine how the user consumes content on a daily basis.
• Become the leading name in entertainment distribution across the globe.
• To generate income through subscriptions and advertising as well as user-generated content.
Design Goals
• Should look modern and sleek, using the brand colours and fonts
• Should be user-friendly and easy to navigate through all the different pages
• Social media ads and marketing collateral should be innovative, eye-catching and creative
• All copy-writing must be cohesive and keeping in line with the brand's values
Competitive Landscape
Crave
10 CAD | Basic
20 CAD | Premium
Basic package includes Showtime and Starz, but for premium HBO shows and movies, you have to pay more.
Netflix
9.99 CAD | Basic
18.99 CAD | Premium
You have access to all of Netflix’s library and original content from across the globe, the difference between the Basic and Premium is the number of devices and the video quality.
Hulu
5.99 CAD | Basic
11.99 CAD | No Ads
Thousands of shows and movies with up to 6 profiles. Access to Hulu originals. The basic package includes ads, and there are options to bundle in HBO, Showtime and Disney+ for additional fees.
Disney+
8.99 CAD
Have access to the entire Disney, Marvel, Star Wars library, where you can catch up on your favourite classic TV/movies or new original content
Prime Video
7.99 CAD
Included with your amazon prime membership, is access to movies and TV shows from across the globe.
YouTube
Free of charge
12 CAD | Premium
User-generated content, plus original TV and movies you can rent for a price. Premium service includes ad-free watching, and videos you can download for viewing offline
Target Audience
• The target audience for VisoCast are people between the ages of 18-45.
• They are tech savvy and active on social media, i.e. Instagram, TikTok
• They are professionals who are interested in being up to date with the latest and greatest that media has to offer.
• They are passionate about all things movies/television and are budding content creators who need a platform to showcase their own work.
User Needs
• To pay less for their cable bills, and find affordable alternatives to consume their favourite programming.
• Catch up on shows while on the go, for example - using the app while travelling, i.e. - commuting on public transport, flights
• Subscribe to one service that allows you to have access to all your favourite shows in one place.
• Watch uninterrupted programming, without advertisement ruining the momentum of the show.
• To have access to a platform to create and upload your own content, to reach the most number of people.
• A reliable outlet for high-quality video and audio streaming.
• Affordable subscription packages.
Deliverables
App and Website Design Deliverables
• User Research Deliverables
- User Personas x3
- User Journey Maps x3
- Other user research that the agency feels necessary after receiving prior approval
- Usability Testing
• Sitemap and Information Architecture
• Prototyping Deliverables
- Wireframes x3 > Homepage
> 2 secondary pages
- Low fidelity prototype x2 > Homepage
> 1 Secondary page
- Final interactive high fidelity prototype
• Style-guide and specifications for Developers
Marketing and Social Media
• Marketing solution and social media plan for the launch of the app.
- Copywriting and content creation for our various social media channels
- Media buying for the launch of the app
- Comprehensive marketing plan leading up to the launch - creating hype around the app launch
- Shortlisting and approaching appropriate content creators and potential brand ambassadors
Analytics and Reports
• Analytics report to be submitted 6 months after the launch
Schedule
Launch date is April 2022
• User Research Deliverables - 7 October 2021
• Sitemap and Information Architecture - 14 October 2021
• First review of marketing and social media plan - 11 November 2021
• First review of wireframes - 25 November 2021
• Second review of marketing and social media plan including posts - 9 December 2021
• Low fidelity prototypes - 16 December 2021
• Interactive high fidelity prototypes - 13 January 2022
• Style-guide and specifications + working files for developers - 10 February 2022
• Launch for social media and marketing campaign - 24 February 2022
• There will be weekly check-in meetings - every Thursday for 30 minutes with the Project Lead.
• Dates with reviews will include key stakeholders from VisoCast and will be blocked for 2 hours.
• Changes in the schedule must be agreed upon in advance.
As I said, the sky was the limit. I had to make the brief look realistic and come up with deadlines that would make sense. As this was a concept, I didn't have access to stakeholders who would have input and a final sign off for this brief. But it was a good starting point to plan the next steps. After the scope of the project was determined, a Work Breakdown Structure (WBS) was necessary to evaluate the deliverables and break the project down into smaller more manageable chunks. This helped with the hierarchy of importance and connectivity between the tasks needed to complete the project. For my WBS I divided the project by looking at the sequence of tasks. By doing this I identified which tasks can be done simultaneously and which needed to be completed before moving on to the next task. Using this method can help with resource allocation as well, who will work on the research, vs who will work on the prototyping -- will it be the same person? Once one team member is done with a particular task, can they move on to the next or is their expertise only needed for a specific task?
Work Breakdown Structure
Once I had broken down the tasks in the WBS, it was much easier to plot out the project plan. The project plan helps you track the progress and visualise the project. It isn't just an internal document, it's extremely useful for the client to see as well. This ensures that everyone is on the same page as it outlines the scope of work and the client has a better understanding of timelines, delegation of tasks, and the dependencies. Below you can see the detailed plan for the design leg of the project. This aims to highlight the timelines, duration of each task and important deadlines such as client feedback and approval dates. Each task is sequential and has been assigned to different team members.
Project Plan
To complete the planning of this project I included a Statement of Work. This is an important document to lay out the entire landscape of the project. This goes hand in hand with the project plan and WBS, as it is an extremely detailed contract that defines all the terms and conditions agreed upon between the two parties. My SOW for VisoCast included the work approach, team members, design estimation as well as the timeline and assumptions that are crucial to have determined in advance. This avoids any misunderstandings or miscommunications, as it can be referred to in the future.
Key Takeaways
Planning is the key to the successful execution of a project. This project helped me understand the elements required to manage large scale projects. Working on a Work Breakdown Structure or a Project Plan may seem like it's extra work in the beginning, but I truly believe it's worth it in the long run. Having a process that breaks larger tasks into smaller manageable chunks makes the project seem less overwhelming and gives you a starting point that inevitably leads to the success of the project.
View the Statement of Work here