The Marlboro website showcases a variety of content platforms that align with different product lines and flavor expressions. It’s a large ecosystem that often results in siloed areas of content. Intending to introduce a more unified approach to our content architecture, we used our our library of video content to build new audience behaviors around discovery and exploration. We kicked this project off by benchmarking how users were engaging with video in their daily lives, identifying the adoption of mobile viewing as a priority. Our in-depth experience strategy positioned the video hub as a simple, personal and exciting destination that could cater to everyone from the casual viewer to the engaged explorer.

Starting from a landscape analysis on how other brands and publishers (Red Bull, New York Times, Nation Geographic) were executing video platforms, we determined that our content would be best served within a single-screen experience. I worked through several extensive rounds of sketches to define interface principles and key features that would make both active exploration and relaxed viewing as simple as possible. Organizing viewing around playlists allowed us to introduce continuous watching, while flexible ways of sorting video content made the library feel fresh and dynamic.

Given the complexity of this single-screen experience, Axure offered the right capabilities for building a higher-fidelity prototype incorporating our real video content to demonstrate the interplay of functional modules. Not only was this prototype useful for refining features through guerrilla usability testing, it also gave our developers clear direction on interaction specifications for the final product.