Images Matrix
BBC iPlayer

We created a matrix which would not only help users intuitively identify the genre of an image at a glance but provide a common language and structure internally to improve the entire image production chain.

Brief

How can we communicate genre through the contents image?

Solution

Collaborating closely with Editorial and teams throughout the image delivery process we created a matrix which would not only help users intuitively identify the genre of an image at a glance but provide a common language and structure internally to improve the entire image production chain.

My Role

We had already defined through quant and qual research the image style that attracted our audience most. We wanted to go deeper than this, the goal was to ‘UX’ the picture creation process in order to provide a clear definition of each genre.

To do this I conducted an audit of iPlayer and our competitors, I looked at each genre and began to highlight any attributes that defined each. 

The audit highlighted that alongside image treatment we could create an overall tone using four main attributes: Brand, Talent, Character and Context.

We then conducted a workshop with a mixture of UX and editorial. In this workshop we discovered that each genre benefitted from a unique prioritisation of attributes. Following this realisation we created an initial matrix that enabled a framework around each genre.

We scheduled a session with the wider editorial team to gather their feedback. My senior designer and I pulled together a short deck to relay the audit and conclusions from the workshop. This was met with a great deal of enthusiasm and positivity.

With the initial approval from editorial we wanted to further test the matrix in a real situation. We constructed a workshop which would stress test the matrix through a range of activities;

  1. The groups where given a range of assets, the name of a show, genre and description. Using the matrix they created a an image which they felt matched this content. 
  2. Each group where given different genres and description but the same assets and name. This highlighted it was possible to use the matrix to clearly define the genre using the same assets. 

These exercises where a huge success and gave us a range of findings:

  • We as UX and editorial where already using these attributes unconsciously, however the matrix gives us a clear platform to communicate the design choices.
  • We are lacking in assets, what we are provided with isn’t always enough to create the right image.
  • The matrix can work in real life situations.

To address the asset delivery problem we presented the matrix to BBC pictures, their team liaison with production companies and can help effect the image at source.

Going beyond iPlayer we also presented the process around the wider BBC – to the Creative Directors of each product. The aim here was to highlight if they where dealing with any of the same problems and begin to see how the matrix could flex and be used in each platform.

Summary

The matrix is now being used by editorial to create images for iPlayer. We are also collaborating with them and BBC pictures to create a style guide. The matrix has affected change at the beginning of the image creation change and has contributed to a change in contract, meaning that we get a range of more suitable assets.

On top of this we are working to layer Bio-Aesthetic triggers on to the matrix to make each image even more intuitive for users.

The part I enjoyed most about this project with the cross discipline collaboration, using design thinking to effect change in a whole new area. It also highlighted the engagement that a hands on workshop can bring in order to get stakeholders on board.

  • Design Thinking
  • Workshop Preparation
  • Workshop Facilitation
  • Present and communicate
  • Cross Discipline collaboration
  • Competitor analysis
  • Visual Design
  • Moodboards
  • Self Initiated work & Team work