How to responsibly amuse kids & meet parents expectations
discovery
understanding journeys, needs, concerns and goals
Mapping opportunities, challenges and context by observing and talking to kids and parents in our ux lab.
my contribution
research planning . test moderation . data analysis
hypothesis elaboration . guidelines definition . benchmark
I
interviews
II
user journey
III
card sorting
IV
usability test
invited users
Qualitative research
12 parents
subscribers
free users
14 kids
group A: 3 to 5 years old
group B: 6 to 8 years old
analysing data
insights & maps
Tracking family relationships, day-to-day tasks and both kids and parents interactions with technology.
journey map and expectations
Our researches resulted in reports with richness of qualitative and quantitative data to guide us through the project.
defining the approach
guidelines
& premisses
To build a consistent and relevant project, we needed to break the digital service in experience pillars and how we would like to address each one of them according to the research findings
value delivery map
design guidelines classified by users, objectives, premisses and experience pillars.
target audience
personalized experience
Kids profile under a parent account
The service will adapt its recommended offers as well as it will customize its features according to the user's profile. The strategic vision is to provide a unique experience to each child.
customer relationship
Parent centric account service
The digital service must obey all privacy constraints of the brazilian Data Protection Law and specially protect children from being exposed to inadequate communications and actions. Nonetheless, all of the account, subscription and advertising subjects must be accessed only by the parents.
a first approach on designing for children at Globo
building a safe mode for kids on a video streaming service
Before designing a standalone app specifically for kids, we strategically chose to work on features related to the consumption of children's content on our video streaming platform, Globoplay. The goal was to learn about families expectations and patterns of interactions, while expanding value delivery of our star product.
my contribution
strategic vision . interface design . prototypes
Globoplay
leader of the brazilian video streaming market
As the key product of globo's digital portfolio, Globoplay has become the materialization of the traditional globo 'free to air' tv channel and all the Globo's paid tv affiliates on the new digital era. Holding more than 20 million unique viewers, Globoplay has surpassed netflix audience size on brazilian territory.
a new feature
the new kids mode
desktop
main homepage version
desktop
safe 'kids mode' homepage version
smart tv
main homepage version
smart tv
safe 'kids mode' homepage version
The color of the background is the key element for users to quickly asses when they are navigating on standard mode or 'kids mode'. Besides, it would also play a role in increasing the children sense of belonging towards Globoplay.
scalable platformic solution
content groups by entity
The project went beyond its initial scope of enabling the 'kids mode' and created a system to group content by entity (a character, an actor, a singer...). It was built to be also used outside of kids mode and increasing value to the standard Globoplay experience.
navigating through user modes
Release 01: a safe 'kids mode' on adults profile
At first, the kids version of Globoplay was only available for subscribers by means of a new feature to filter non-appropriate content for children. It was accessed on the user account selection screen.
smart tvs
to enter 'kids mode' (user selection screen)
to exit 'kids mode' (ludic user menu)
mobile phones
to enter 'kids mode' (standard user menu)
to exit 'kids mode' (ludic user menu)
navigating through user modes
Release 02: an individual user profile for each child
That is the definite solution we aimed for to gather individual user information and to customize the Globoplay experience according to whom is in control.
[TV] adding a child as a new user
[TV] choosing an avatar
[TV] the kid's profile is added to the family
the child profile can be accessed on multiple devices
interventions on main touhpoints
Communication of the new feature
To support the release of the new feature, we presented messages along Globoplay touchpoints with users, so the public would know about it existence.
maintaining kids safety
Parental block
In order to keep children, specially pre-schoolers, from advancing on purchase use flows, on redirecting for others apps or exiting the 'kids mode' without parental consent, a barrier was implemented to keep them safe.
Globokids
concept of an entertainment hub entirely crafted for kids
Upon all the quantitative and qualitative data from research, alongside with the learnings and insights gathered on the 'kids mode' launch on Globoplay, it was time to envision what could be a new product exclusively made for children on Globo's portfolio
my contribution
product concept . interface design . prototypes . usability tests
mobile app
multimedia experience
Several stories to be told and activities to engage through a variety of media channels.
immersive fan experience
Theme environments
By selecting one of the options on the bottom navigation carrossel, a special section related to the title chosen is displayed on screen. It even has the cartoon specific song playing on the background.
complementary features to interact with contents
accessible search engine
Voice control
As the majority of the audience still do not read, is was important to add voice command for tasks like searching for a content. But it is not an easy ride, as children tend to call things by different names and also mispronounce words.
accessing the parents exclusive area
a safe entertainment experience based on curated content
and specialized usability for children & parents
the project
what
A mobile app for smartphone and tablets focused on audiovisual and interactive entertainment for kids, through videos, music, games, digital books and educational activities.
Globokids is a concept for a new product on Globo's digital portfolio (Globo is the biggest mediatech company in Latin America).
why
Globo needed to reinforce its relevance on services for the child audience, therefore leveraging its digital portfolio and being recognized as the main brand for brazilian families. Though the company already had tv and streaming channels targeted on kids, it lacked a richer entertainment experience exclusively built for children.
how
Through an experience meant to deliver fun and safety for kids, as well as to generate trust and convenience for parents. All of that, on a mobile app exclusively focused on children's content, fed by high curation standards and built upon an interface specially made for kids' usability. Personalization and parental control are also pillars of the experience offered to families.
To do so, several usability lab tests and consumer research were done to understand behaviors, to detect needs, to discover insights and to validate solutions.
goals & needs
people |
entertainment
.
safety
convenience
.
business |
market positioning
.
.
new revenue source
audience expansion
globokids
GLOBO
an entertainment app for children
Globokids was the concept vision of
the award winning Giga Gloob app
Today, it continues to fulfill its purpose of soaring through kid's imagination
general info
company
globo
my role
lead ux-ui designer
skills used
strategy envisioning
product concept
illustration
information architecture
interface design
prototyping
user research
design team
carolina sanchez
wagner magalhães
kelly alfinito
federico arana
leandro gejfinbein
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