Fractalink

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  • OVERVIEW

    Viacom18 Media Pvt. Ltd. is one of India's fastest growing entertainment networks and a house of iconic brands that offers multi-platform, multi-generational and multicultural brand experiences. It touches the lives of millions of Indians every day and distributes content on air, online, on ground, in shop and through cinema

  • Brief

    Viacom 18 wants to bring content from across all its channels to a single platform – Voot. Fractal Ink was engaged to design a seamless experience across the web, mobile phones and TV that helped users discover and consume content intuitively and easily

  • challenge

    Discovery of content, given that new shows and episodes are added daily to an already vast database was the biggest challenge that had to be addressed. A kids safe layer had to be designed to cater to that very large audience base. Adding to the complexity was the objective of creating a differentiated experience.

  • strategy

    We conducted extensive primary and secondary research to understand the space and audience behaviour. We broke down the content and put them into various buckets by genre, appeal, audience etc. We decided that each such bucket needed to be looked at separately and treated differently – that one size would not necessarily fit all!

  • innovation

    Each bucket was approached separately to see how people would look for them. The navigation and layouts, content descriptions under thumbnails etc were designed to aid in the process of discovery and to encourage the audience to click! The kids section led with characters as opposed to grown up sections by shows, channels or latest episodes.

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CATCH UP TV ON THE MOVE

We designed a handy way to browse through other options the platform recommends as you are watching your favourite movie or show

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MOBILE FIRST APPROACH

The platform was designed to cater to the growing popularity of small screens in India. Voot is a product of Viacom 18 and now is the only platform where you can watch content from the TV channels that they own.

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MAKING CONTENT THE KING

We redesigned the interface from a multicoloured experience to an interface that lets content take centre stage. The design language was reimagined using white as a backdrop that gives content opportunity to shine. Also it allowed it to be differentiated from NETFLIX.

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JOURNEYS DESIGNED TO CATER TO KIDS TV

Designing for Kids poses challenges of content curation and security. We designed special stories which allows kids to reach their content using their behavioural patterns. Superhero/character based browsing helped cut down on the complexity

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WITH THOUGHT AND CARE

  • A DESIGN THAT LEVERAGES ON OMNICHANNEL APPROACH FOR VIDEO ON DEMAND PLATFORM

    The platform was designed to cater to the growing popularity of small screens in India. Voot is a product of Viacom 18 and now is the only platform where you can watch content from the TV channels that they own.

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  • PLATFORM AGNOSTIC DESIGNS

    In today’s world a digital intervention cannot be designed independently on one platform. We designed VOOT as an ecosystem where the digital artifacts were designed to adapt as per the medium

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  • BUILT UNIQUE TONE OF VOICE USINGVISUAL COMMUNICATION AND ILLUSTRATIONS

    Who says notifications and error messages have to be boring or forbidding. We created a whole family of illustrations that are uniquely VOOT and which make mundane screens interesting and engaging. This allowed the platform to build a relationship with the use of humour and visual style which is unique and interesting.

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  • DESIGNS FOCUSED TOWARDS PROVIDING A UNIQUE DESIGNS FOCUSED TOWARDS PROVIDING A UNIQUE BUT SEAMLESS EXPERIENCE ACROSS PLATFORMS

    The design was envisioned as a system rather than screens. Since it was built grounds up, it allowed the designers to come up with a language which could be extended to various forms easily. Starting with mobile as a smallest form factor the design language was extended to Desktop and television as well.

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  • SIMPLICITY IN INTERFACE DESIGNSBUILDS USER CONFIDENCE TO DIVE DEEPER

    The bottom line for any content based platform is to present as much content to the user in as easy way as possible. With content generated every hour discovery of content becomes a bigger challenge than display of content. Our approach to design was to encourage more consumption by reducing cognitive load from the user by simplifying.

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  • BINGE WATCHING PROMOTED THROUGHINTELLIGENT MAPPING OF CUSTOMER BEHAVI

    In the current times we have variety of technologies such as AI and machine learning that allows to build systems with continuous learning foundations. The interface design allows the content to be mapped with consumers behavior and bring out deeply embedded content titles to the surface.

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