Ray Play is the streaming platform
of the national Italian TV
What is Rai Play?
You can watch without registration,
the live broadcasts of the 14 Rai TV channels from all your devices.
By registering on RaiPlay you have free access to a vast on demand catalog of contents, TV series, fiction, films,documentaries, concerts,
cartoons and much more.
The Design strategy
The Research
The users
The competitors
The strengths of the current service
We focused on:
The Users
We carried out a
User Centered Design
research to investigatehow users use streamingservices and the current perception of RaiPlay.We did this using a guerrillainterviewing method.
We interviewed
20 Users
We analysed
Choosing Drivers
Needs
Expectations
The Users said:
“We usually watch Netflix”
“It’s all in Italian”
“I don’t know what Rai Play is”
“I use it to watch the news”
We identified 3 main categories and 3 subcategories
The Competitors
We studied
We analysed
Features
Customer Journeys
Contents
The Current Service
On boarding
Customer journey
Contents
We analysed Rai Play’s
The Focus
Considering the limited budget we decided to focus on the aspectsthat had the chance to detach fromthe more famous streaming services:
Foreigners,Italians living abroad+ the live TV.
The Personas
The Insights
Foreigners living in Italy
Foreigners don’t know about Rai Play and what it offers.
Lots of them don’t even know what Rai is.
They can’t find subtitles on most of the contents.
They don’t know what they should watch to learn about Italy.
Italians living abroad
Italians abroad know Rai Play.
They find it complicated to use.
They can’t watch it with foreigner friends.
They feel outsiders when they speak with their friends back in Italy.
Bonus insights
People want to save their favourite contents in divided sections like a social network
People use Rai Play to watch live TV if they don’t have a television at home
The Experience Map
The Value Proposition
Map
The Goal
Internationalise Rai Play
The Idea
Split Rai Play in 3 main sections:
Live TV
This section is exactly like the normal TV.It is a strong point of Rai Play since this is a feature that other streaming services don’t have.It’s very important also for Italians living abroad that can’t watch Italian live TV on their home television.
On Demand
This section is a feature that every streaming service have. It will need to get enhanced by putting English subtitles on every content that is on the platform.Watch what you want, when you want, on any device.
Enjoy personalised recommendations and exclusivecontent, all in one place.
Discover Italy
This section is a collection of movies, tv series, programs and documentaries specifically related to Italy; it is a feature that is designed specifically for foreigners living in Italy in order to help them feel more integrated with the Italian culture, but also for Italians that want to deepen the knowledge of their country.
Extra Features
Personal Profile
The Profile page is a page where the users can customise their experience a bit like a social network.
They can search, add friends and share contents with them;
they can also create personal watchlistsbased on personal categories that can be secret or public.
Go Random
The Go Random button is a new experimental feature that couldhelp people when they are undecided.Often the user puts the TV on just as backgroundbut he/she spends a lot of time in deciding what to watch.
The random button shuffles between contents thatfollow your preferences and allows you to select something quickly and in line with your very personal taste.