Adaptive UI concept: Personalized discovery driven by user interests, context, and social proof
Fandom Reimagined
A work-in-progress strategy to evolve Peacock into a fan-first platform
EXECUTIVE ASK
EXECUTIVE ASK
How can Peacock become a Daily Destination for Fandom?
BACKGROUND
[Overview on why we are focusing on fandoms -- We own the official IP, fans are motivated, etc]
[Peacock’s current role in fandom -> Big moments]
There are currently many initiatives around the company aimed at answering that question, and our VP of product at Peacock challenged my product partner and I to own the initiative to reimagine our product as a fan-first platform.
The ambiguity of the ask required coordination from multiple teams and stakeholders: VPs, SMEs from different workstreams, Product Owners, Insights Team members, and the UXR Team. What started with a simple ask led to us running a workshop which culminated in identifying four strategic opportunity areas
[Peacock’s current role in fandom -> Big moments]
There are currently many initiatives around the company aimed at answering that question, and our VP of product at Peacock challenged my product partner and I to own the initiative to reimagine our product as a fan-first platform.
The ambiguity of the ask required coordination from multiple teams and stakeholders: VPs, SMEs from different workstreams, Product Owners, Insights Team members, and the UXR Team. What started with a simple ask led to us running a workshop which culminated in identifying four strategic opportunity areas
PART 1
Breaking down the ask
We connected with many teams around the org who are working on fandom. There was no single working definition, just a sense that “we know what fandom is.”
The first thing we did was take a step back and create a definition of fandom that the product org would align with. We partnered with UX Research and Content Consumer Insights, ran a mini workshop and created a two-part definition of fandom that defines what fandom is and what behaviors define a fan.
WHAT DO WE MEAN BY FANDOM?
Fandom is a relationship with a shared interest that offers benefits related to self and social identity.
Fans go beyond passive consumption to engage, participate, connect with others, and integrate fandom into their daily lives.
Fandom is a relationship with a shared interest that offers benefits related to self and social identity.
Fans go beyond passive consumption to engage, participate, connect with others, and integrate fandom into their daily lives.
WHERE WE ARE TODAY
Peacock’s current role in fandom
We looked into the data behind Peacock’s existing fan-first features and how fans currently perceive Peacock and identified similar friction points across the experience.
We’ve introduced diverse content formats but the UX is fragmented [Discovery // Personalization // Fragmentation] -> Look into research & pain points from sports discovery, courtside live, and (one more??)
Fan Behaviors + Big Moments
Gaps in our fan-first features [Need to reduce friction, reward investment]
PART 3
We ran a workshop with the goal of gathering inputs from multiple SMEs from Sports to Bravo. We uncovered four opportunity areas that could
Hypothesis:
Mapping the Opportunity Areas
We ran a workshop with the goal of gathering inputs from multiple SMEs from Sports to Bravo. We uncovered four opportunity areas that could
Hypothesis:
[Mockups Go Here]
PART 4
Our next steps are to identify what would need to be true for each opportunity area, de-risk each idea from a , and identify tactics to get to the opportunities
Our Next Steps
Our next steps are to identify what would need to be true for each opportunity area, de-risk each idea from a , and identify tactics to get to the opportunities