Results and project info
Key facts & figures
Outcomes
- Massive were successfully awarded the project based on our pitch work.
- The client agreed that the pitched concept successfully balanced entertainment and educational value, positioning the service as a unique offering to consumers at the time of creation.
Timescale
2 weeks from initial brief to pitch submission
Tools
Sketch, Axure, Photoshop, Illustrator, Principle, After Effects, Keynote
Created while working for:
Deltatre (formerly known as Massive Interactive)
The team
Pitch Designers
Jeff Young
Jonathan Lees
Belen Tahir
Jon Addison
Enrico Catalano
Pitch overview
Brief
Create a pitch for the OSN Kids service RFP. OSN were looking to create a video app for kids & young teens that provides an engaging experience on top of intelligently serving video content.
Pitch goals & challenges
Pitch goals
Demonstrate Massive’s industry-leading UX&D process
Showcase a desirable understanding of the brief and OSN’s needs
Win the project!
Internally identified challenges
Short turnaround time
Being efficient with time and ensuring everyone communicates properly
Sharing the workload evenly and allowing each team member to work to their strengths
My role in the pitch
Responsibilities in the pitch were shared equally and we all worked collaboratively on every stage of the pitch. This included user research & personas, wireframing & visual design and creation of the pitch deck.
Platforms
Interactive presentation deck
Pitch document
Android/iOS
Pitch concept visuals
Understanding the target demographic
Before any work was created the entire team spent day 1 researching the brand & target audience, and analysing the RFP for key details. These were compiled into learnings and formed the opening section of the presentation.
Creating user personas
User personas were generated based on learnings from previous research. Each user persona was defined by characteristics important to the project, such as ability to use technology and type/amount of content consumed.
Defining experience principles to develop features upon
Before diving into the design concepts, we wanted to demonstrate to OSN that we had a full understanding of their audience and business goals. We included a slide that summarised this understanding into pillars for the experience & design.
Executing learnings via design concepts
Given the vast differences in motor skills, comprehension and content suitability across our audience’s age range, we chose to create two different UI schemes that would be auto-assigned depending on the age of the child inputted into the user’s profile. Parents would also be able to manually choose the UI skin and the accessible content for their kids via a parental controls menu.
Pitch USP: ‘edutainment’
The idea for edutainment came from statistics we discovered on user engagement via stimulus and rewards. We knew from this that we wanted to create a mechanic that would entice users to come back and watch more content, but we were also very concerned with not creating a mindlessly addictive game mechanic.
The resultant mechanic we created is a short educational game between pieces of content (solve the sum, spell the word etc). If the user successfully solves the question, they’re rewarded with the next episode of content, plus a reward badge to add to their collection.
Teasing further rewards in the full project
The end of the pitch deck offered more insights for OSN into Massive’s design process, details on how their content strategy could benefit from our content management system (AXIS), and teases other creative ideas we could bring to the table should they choose us for the full project.
Above: planning the final composition of the pitch deck with the rest of the team
Success!
The pitch was a resounding success and OSN decided to award the project to Massive. The full project was even vastly expanded in scope based on the enthusiasm for the edutainment concept. Some samples of the full project designs, which I worked on with Kadriye Gumus, can be seen below.
