Bravo shopping experience
Client: NBCUniversal, Bravo
Platform: Amazon Fire TV
Responsibilities: Product & content strategy, internal & external user journeys, visual design
At NBCUniversal, my team and I wanted to push the boundaries of content viewing experiences by integrating a shopping element. We would achieve this by contextual product placements in-app with UX/UI following Amazon’s Watch and Shop native guidelines. Viewers are are made aware of available products associated with the video via shopping hints/CTAs, which reveal a product carousel to browse and purchase any of the available items. We decided to first test this concept with our Bravo viewers since they are the most shopping inclined audience.
Design variations of how the shopping prompts appear in-video.Our core principles for the shopping experience are as follows:
• Viewers are here to watch video first. The in-line shopping experience is subtle and unobtrusive so it doesn’t interfere with a user’s ability to have an enjoyable viewing experience.
• The shopping experience is contextual. Products in-line are relevant to the applicable show/scene, and are exposed in a relatable manner to the content the viewer is already interacting with.
• The experience is personal. Personal experiences (Alexa voice control, product inquiries and suggestions) drive greater engagement and help us to understand how to better serve our viewers’ individual needs.
Design variations of how the shoppable products appear on screen.The viewer can read more info about the product and go directly to the Amazon app to purchase. Of course, we knew that not all viewers would want to shop, so I included the ability to toggle shopping on/off in the Bravo app settings.
In Phase 2, the team and I added partnerships and short-form “mastery” videos to enhance the experience and serve as additonal sources of revenue.
Examples of a partnership and mastery video added in Phase 2.