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All4
Reposition video on demand from playing a supporting role, to being at the very centre of Channel 4’s digital presence.
A complete rework of Channel4.com, 4oD and associated apps to become All 4, the digital home of Channel 4 with video at its core.
Channel 4 is a leading television network in the UK. From the success of Ostmodern’s previous work on 4oD (the channel’s award-winning streaming service), it became clear that users were increasingly watching video, while the audience for Channel4.com’s other offerings, such as its lifestyle microsites was dwindling. The All 4 project was conceived to address this change and provide a home for the whole Channel 4 network.
Collocation: a team from Ostmodern collocated, collaborated, and integrated, with the internal Channel 4 team. This allowed us to understand the challenges in detail, make realistic and achievable design decisions, tackle difficult tasks early, and achieve 'buy-in' from the business.
Listening to users: it quickly became apparent that answering the questions foremost in users’ minds would be central to our concept. These included: What can I catch up on? What is on now? What’s new to watch? For a specific programme these were: Which is the most recent episode? What have I missed?
Content lifecycle: analysing the lifecycle of content allowed us to get the details right. For example, how should we communicate the difference between a 'box set' and a returning series? This helped us design an interface that could get the right information across, at the right time, with simplicity and elegance.
We designed the experience strategy and visual UI for All 4 across desktop, tablet, mobile and TV. The result was a leaner and keener service with one destination for each show and a much bigger focus on streaming video, whether it be long or short-form content.
A single destination which allows users to see what’s coming up, what they can catch up on, and brings out the best of channel 4’s archive of boxsets.
For the first time, supporting content - such as interviews and interactive experiences - was presented as an optional supplement to full-length video on demand content in the same space.
Viewing figures and conversion rates saw an immediate increase. User testing of All 4 showed us that the new architecture resulted in audiences discovering more unique content (such as archive) and successfully extending their journeys with related short-form extras.
Audiences have had a particularly positive response to My4 where they can keep track of their viewing and receive personalised recommendations.
“ Channel 4 is proud to work with Ostmodern. Over the years they have been integral in helping us develop a first class On Demand service. They were the obvious design partner to work with to bring Channel 4’s new digital service - All 4 - to life ”
Stephen Hardingham
Head of Design, Channel 4
