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BBCHANGE

Team project (5 designers), 2019

Client: BBC

Role: Mainly Service Design- research, stakeholder research& analysis,                 service proposition, visualisation

Duration: 5 weeks

Tutor: Andrea Edmunds

 

Project Brief

The BBC is the world's leading public service broadcaster. Throughout its long history, the BBC has served the public by adapting to changes in culture and technology. A particular challenge at the moment is that of competing for the attention of younger people aged 16 - 34. And currently, almost all of the BBC's online services are based on a model in which individual items of contents, articles, videos and so on before being published. In this project, we'd like to explore possible new BBC service that is based on data aiming at a mass-market with its core audience aged 16 to 34 rather than manual content crafting.

What does 'data' mean?

The BBC has a strong legacy of public trust. The user has given the BBC permission to access much, if not all, of their personal data. This could potentially extend to items such as location, purchase history, health monitors, social media posts, etc. Also worth considering is that this data could be held in a personal data store, on top of which new services could be built and data from other external sources.

Research

"Young people around the world are well aware of environmental challenges, but the connection between such challenges and their lifestyles is not clear to them. There is a great need to translate these challenges into actions and opportunities at the local and individual level, as well as to create a holistic and pragmatic vision of what a sustainable society is."

- Fabienne Pierre, Programme Officer, UNEP 

The Millennial today...

1. Most informed generation but also the most anxious

"There is too much information instead of going forward I freeze."

- MA Student, 26 

2. Care about sustainability. But want to maintain their consumer-driven lifestyle

"I want to be able to buy clothes without feeling guilty."

- Designer, 29 

3. Willing to share data. But how will that benefit them?

"Of course I will share data if I can relate to the cause."

- PhD Student, 31 

Decision making as a strategy

Millennials care about climate change more than any other generation, because they are impacted by it most. Though they struggle to make a sustained, long-term impact. Protests, strikes and petitions can only get them so far. Why is it so easy for them to make noise and so hard for them to make tangible changes to their day to day lives?

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Organised a workshop to understand the decision-making processes better. This combined with desk research brought us the following insights:

Insights

Personal vs professional

Service elements

Decisions affecting lifestyle

Professional decisions easier to make than personal

Kinds of decisions

Opportunities to intervene

Easy&Fast: Food, travel

Slow&Easy: Communication

Slow&Hard: Work/Education

Hard&Fast: Personal

Values for trading personal information

Access to data

Trust in firms that they like.

Crave transparency

Triggers

Community influence

First-person perspective through networks, forums

and reviews.

Visualising implications

Measuring impact

Helps tackle anxiety, expedites the process, motivates

How can the BBC encourage 16-34 year olds to make sustainable lifestyle choices in an engaging and informed manner by harnessing the power of their data?

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A WhatsApp chatbot that guides users into making more sustainable lifestyle choices and shows the impact that these choices are making.

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