Brightcove
Global platform design

Role  —————————

Strategy
User research
Branding
Product design

The Challenge 

Brightcove is an industry-leading online video publishing, distribution, and storage platform. Their single login platforms provide comprehensive capabilities for their target users, which can span media companies, internal communications teams, and video marketing professionals. This all-in-one destination, while convenient and robust, had challenges around cumbersome navigation and undiscoverable value. The products were also lacking consistency from one to the next.

With several products and the varied needs of these professional end users, Brightcove tapped Craft to help strategize and deliver a global platform redesign across all of their products.

The Solution 

We partnered with Brightcove to better understand the nuanced needs of their different user populations. We conducted an international ethnographic study — in partnership with collaborator twig+fish research practice — to learn about media curators' tasks and compensations. We also conducted in-depth interviews and evaluative studies with marketers who leverage video. These studies gave the team more confidence to design bespoke and workflow-ready platforms to address unique needs.

Moving into the design process, we explored design frameworks and languages that would work across products, crafting a unified vision for Brightcove's suite of offerings — Beacon, CorpTV, and Marketing Studio.

Sophisticated Multi-Device Streaming for Media Curators

We zeroed in on designing the experience for Beacon, a product aimed at launching high-quality, multi-device streaming apps in a way that is fast and easy. Craft helped Brightcove create a consistent framework and design system for Beacon — both on the backend software and end-user experiences. With Craft leading design, and collaborating with Brightcove’s product team, the sophisticated UI design for Beacon draws on elements of the Brightcove brand with space for the end-user's branding and design to shine.

Always-on Multi-media Streaming for B2B Video Marketers

With B2Bs starting to invest in video and audio content strategies to elevate their brand, we moved our focus to CorpTV, a product that delivers consumer-grade multi-media streaming experiences to nurture customer loyalty in a crowded marketplace. Craft helped Brightcove define the new CorpTV vision and experience, leveraging the established brand guidelines to boost the media curation and streaming experience with a focus on active viewer engagement.

Elevated Workflows for Enterprise Marketers

We then focused on Marketing Studio, a powerful, single-destination platform for marketers to prepare video content for distribution. Craft helped Brightcove articulate their vision for this emerging product, clarifying how and why marketers engage with critical areas, and casting a visual and interactive aspiration to drive design decisions. With Craft leading research and design, we emerged with a user-informed narrative accompanied by a rich and engaging prototype to exemplify where Marketing Studio's destination could be.