CHALLENGE: Create an app for iPhone that stands to improve the viewing experience, stand out from the competition and to encourage social interaction. Create wireframes, redesign the video player, layout the schedule, and work with the team to brainstorm features. Research the competition and list feature sets for all competing applications. Research emerging tech and create a suggestion list for affiliation with various gamification methodologies including sound recognition to sync trivia with CBS shows in real time. Create design variations and create production methods to ease integration of freelance staff. Create the style guide and lead weekly design application training to teach team members shortcuts and automated methods to increase production speed. Lead team building with new employees through off-site and lunch time socialization to support comradery and maintain moral under rigorous a schedule.
PROCESS: Research all leading social networks. The results, include Twitter, Facebook, and Google+. Do a competitive analysis of all the major television networks offering primetime shows via an app. Seek out emerging technologies for possible features that could set CBS apart from the competition including NBC, ABC, ESPN, Fox, HBO, and SHOWTIME. Brainstorm gamification ideas to increase social buzz about CBS shows. Create user flows, wireframes, review with CBS Interactive President to make sure we are meeting business objectives. Refine wireframes and test with user groups. Rework wireframes to include sound recognition software and social integration via gamification. Include messaging with CBS talent and real-time trivia to engage users.
RESULTS: The app reached number one entertainment app downloaded in the Apple App store. Social engagement reached record highs for entertainment apps. The sound recognition and trivia gamification disrupted the entertainment app genre. It was the first to use this type of technology and the first to add gamification to a television viewing app.