THE OTT PLATFORM ABOVE ALL OTT PLATFORMS
Looking to break into the OTT market, Brightcove acquired TV App Agency's platform in 2019 allowing customers shave time off the process of over-the-top (OTT) video app creation for multiple platforms. Beacon's functionality was released to Brightcove customers last year, but it required an intensive hands-on onboarding process as well as continual internal support to each customer which was not ideal.
The goal of this project was to transition Brightcove Beacon from a feature set into a self-service, user-centered product.
Methodology: Site Visits
Observation of digital producers and Contextual Interviews with roles in monetization, marketing, content strategy, and product. A subset of customers, who deal with product and content, reviewed a Beacon prototype.
We all do a lot of jobs. I want to have more time to really do what I do.
Sites feel they are spending more time on incidental tasks rather than intentional work. All of this results in overlooked opportunities to produce better content and to capitalize on monetization.
Sites currently don’t know how to identify and leverage viewer engagement.They want to know this information because it can make them more proactive and smarter when it comes to how they strategize on monetization, content and product.
THE TOOL ECOSYSTEM
Sites’ tool burden is evident in their ecosystems.
The inability of tools to speak to one another, coupled with the informal communication habits across teams results in workflow inefficiencies and duplicated efforts.