Trend Analysis, Forecasting & UX, UI Design:
BBConnect, The Soundtrack to Your Life
Summary
A forecasting proposal for the BBC that applies trend analysis and forecasting to develop future scenarios, provides an in-depth understanding of the scope, nature, and role of design in exploring and shaping the future and proposes a relevant recommendation to ensure that the BBC continues to align with society in 2030.
User Brief:
This project explores the very meaning of media and its consumers by investigating trends in technology, people, and business for media to propose a feasible, desirable, and viable concept for BBC to innovate for the future.
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Skills:
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Data Illustrations - Trend Analysis - Forecasting - UX/UI Design - Journey Mapping - Research Methodology (Primary & Secondary) - Design alignment with ESG & UN Sustainable Development Goals - Value Proposition Canvas - Design Thinking Canvas - Ansoff Matrix - User Journey - Competitor Analysis - Horizon Scanning - Market Research - Competitor Analysis - Interviews & Surveys - Figma - InDesign Presentation Making - Photoshop Mobile & Website Images - BBC Research - User Research - Design Innovation - Design Thinking
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Background Research
In Design Futures, the brief primarily targets the initial stage of the double diamond. When studying the BBC, it's evident that as the world's oldest national broadcaster, they hold a distinctive position in British society. Recognized as a service broadcaster, they hold a significant place in public perception and sentiment.
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The BBC aims to engage more deeply with audiences through several key areas:
- Universal Internet
- Commodity ML/AI
- New User Experiences
- Data Ownership & Privacy
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Their omnichannel approach allows customers to encounter a consistent brand identity, adapting to evolving media consumption patterns. Advancements in technology are leveraging AI and ML to tackle challenges posed by media fragmentation.
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Broadcasters today face three primary challenges. To tackle these, innovation and design must be leveraged to align with future trends.
Project aim, plan
& research methods
Considering these key issues, I uncovered an opportunity through both passive and active scanning. Two prominent subjects emerged. Firstly, the inquiry into utilizing design to foster a more serene relationship with our devices, countering the inundation of notifications. Secondly, the competition among major tech players like Google for dominance in AI.
With this insight, I delved deeper into broadcasting using the STEEPLE method. From the social and technological realms of broadcasting, I narrowed down my focus to three primary areas of interest.
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Deloitte's prediction drivers for the future of news, released in November 2022, highlight three significant factors that will profoundly shape the future of news. These drivers align closely with my areas of interest and underscore the importance of delivering news that is rapid, adaptable, high-quality, and personalized.
Data collection,
analysis and findings
BBC’s significant competitors, such as Sky and ITV, are already leveraging AI to enhance cross-channel marketing and achieve personalization objectives. The BBC has a track record of embracing innovation to stay aligned with contemporary trends and is evidently open to diversifying its offerings.
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Exploring the adoption of smart technology in the UK, it's noted that ownership of smart speakers has increased steadily since 2018, with approximately one in four Britons owning a smart device in 2020. Projections indicate a continuous rise in smart home penetration, particularly concerning Control & Connectivity, reaching an estimated 79% by 2025. These trends indicate ongoing growth and evolution in the smart technology market.
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Interestingly, across age groups from 16 to 64, a significant portion of adults in the UK—between 39-44%—own a smart speaker, highlighting the widespread adoption of smart devices across generations.
Trend Analysis
On a trend analysis graph, trends concerning smart technology, AI, and the consumption and integration of media were plotted, drawing from credible sources. Predictions indicate that intelligent environments, smart surroundings, context-relevant services, hyper-connectivity, and AI will emerge as significant megatrends in the future.
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Reviewing recent headlines related to these themes, I distilled the anticipated outcomes to shape my concept. It became evident that there will be a surge in the seamless integration of contextually personalized technological services into daily life.
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By constructing an environmental forces diagram, I explored the factors significantly influencing shifts in media consumption patterns. Emphasizing the necessity of catering to user demographics across generations, particularly in meeting the personalization expectations of younger consumers, emerged as critical for the success of any innovative product.
Utilizing environmental scanning, I mapped historical and future trends to enhance my understanding of the areas of interest. Key insights revealed predictions such as the expected connection of 50 billion devices to the IoT by 2025 and an estimated 27% growth rate in the Smart Home market by 2030.
Future Scenarios
Using the Voros future cone, I outlined three potential scenarios derived from the research findings and future projections uncovered. These scenarios were depicted through inspiration drawn from science fiction media, aiming to capture the various trajectories and underlying sentiments of each potential future development.
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Scenario classification enabled me to identify the key driving factors. Drawing from recent reports, these drivers substantiated the viability of the three scenarios and their potential for evolution.
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To determine the most favorable scenario to pursue, I examined the impact of AI on the 11 Macro Forces (signals of change). It was evident that all forces are actively innovating to adapt and capitalize on rapid technological advancements. The increasing integration of AI across sectors supports the envisioned future of beneficial contextually relevant AI services in daily human life.
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By integrating the effects of macro forces with a backcasting approach, it became apparent that humans have consistently exerted control over how technology shapes our lives, society, and overall well-being.
Personas
Conducting surveys with 119 participants yielded valuable primary insights into the patterns of everyday media consumption, attitudes toward smart technology, and trust in smart speakers.
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The surveys illuminated various aspects of media consumption, highlighting that 70% of smart technology users identified time constraints as their primary obstacle. Moreover, an overwhelming 89% expressed confidence in the future utility of smart technology, believing it enhances efficiency in daily life. Notably, respondents across all demographics indicated a continued use of smart technology even in less favorable future scenarios.
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Interviews with five participants, including tech industry professionals, provided further depth. All participants affirmed the value of media multitasking, and the ubiquitous presence of smartphones at home underscored privacy concerns surrounding smart speakers.
Delving into the routines of tech professionals shed light on the root causes of time constraints in media consumption.
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Moving forward, a persona named Kieran, representative of the BBC's core demographic, guided the exploration. By mapping Kieran's user journey, opportunities and pain points in media consumption became clear.
Recommendation
After synthesizing my research and analysis, I progressed to the second phase of the double diamond and began conceptualizing my recommended approach for BBConnect.
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Comparing the BBC's current standing with the envisioned future, it becomes evident that while the BBC excels in various aspects, there are opportunities for improvement in smart technology integration and facilitating multitasking media experiences. While BBC Sounds offers some connectivity features, other BBC sectors could enhance their offerings in this regard. Additionally, the BBC is keen on exploring emerging media to further their mission of informing, educating, and entertaining.
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A competitor analysis of leaders in the smart speaker industry reveals gaps in areas such as in-depth analysis and reporting, regional and local coverage, combating fake news and misinformation, and ensuring trust and privacy. These are domains where the BBC holds a competitive edge due to its rich history and commitment to journalistic integrity.
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Current smart speakers often require users to formulate specific queries for information, which may result in biased or inaccurate responses sourced from online content, as evidenced by past incidents such as Google Home's association with fake news in 2017. Moreover, widespread concerns about smart speakers listening in on private conversations highlight ongoing skepticism regarding trust and privacy issues.
Project Outcome
Employing a trifecta model, I delineated three critical areas to merge and differentiate in the creation of a smart speaker distinct from existing systems. This envisioned device would embody the trust, privacy, and quality programming synonymous with the BBC while leveraging AI to deliver personalized and seamlessly integrated experiences into users' daily lives.
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Crafting a clay mockup model, I blended the essence of traditional media's notification simplicity with the evolving intelligence of modern smart speakers. This fusion integrated the design elements of classic radio speakers with the functionality of contemporary Bluetooth devices, resulting in a compact and portable solution.
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To ensure BBConnect seamlessly integrates into diverse home environments, I opted for the timeless BBC slate color, facilitating harmonious blending with various interior aesthetics.
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Key features distinguishing BBConnect as a novel market offering are transparently communicated to users prior to purchase. Leveraging AI, users can tailor their media consumption experiences based on individual preferences, minimizing the need for constant notification checks to stay informed. These features directly address prevalent challenges faced by broadcasters and align with the anticipated future trends in news delivery.
In crafting the BBConnect mobile application, I mapped out the user journey from initial engagement through to ongoing use. Following Postel’s UX law, I adopted a minimalist design approach to streamline decision-making, presenting clean pages with a simplified toolbar housing only essential categories. Drawing from Hick’s law, AI was instrumental in reducing user actions while empowering them with ample control over BBConnect's functionalities. The strategic use of AI not only enhances user motivation through progress mastery but also fosters a sense of control, as emphasized by research.
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To demonstrate BBConnect's integration into everyday life, I created a hero image depicting Kieran's morning routine. This image showcases how BBConnect seamlessly delivers tailored content to Kieran, allowing him to efficiently manage his time by atomizing news consumption according to his preferences.
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Using a Value Proposition canvas, I discerned the needs and desires of the target audience while outlining the unique value proposition offered by BBConnect to ensure its viability.
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Employing Ansoff’s matrix, BBConnect embarks on a venture into a new market space, leveraging its innovative features and services to pioneer in an expanding domain. Leveraging the breadth of its media content and offerings, the BBC can carve a path in this swiftly evolving market.
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Rooted in the core values of the BBC, the vision of BBConnect aims to enhance human lives and contribute to several UN Sustainable Development Goals. These considerations are integral for the BBC's success in navigating the contemporary landscape and adapting to the evolving realm of emerging technologies.
To pinpoint areas for enhancement, I meticulously annotated each phase of the BBConnect journey using a service blueprint. This detailed mapping of the BBConnect system serves to facilitate its seamless integration into society and foster breakthrough innovations.
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Additionally, I crafted a journey map tracing Kieran's progression from awareness to utilization of BBConnect. This exploration unearthed positive opportunities for pre-launch optimizations aimed at enhancing the user experience.
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Drawing from a synthesis of research, analysis, and trend forecasting, I anticipate that by 2030, BBConnect will fortify the BBC's enduring significance in British society and beyond.
