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Designing the Audience Experience of the TODAY Show

DESCRIPTION

Designing a new are for guests of the TODAY show aired by NBC on Rockefeller Plaza. The goal was to create a new experience of the guest audiences before, during, and after the show. Discussions with the show’s visitors, typically waiting at the metal barriers, resulted in a conclusion that what they need most is to feel a connection to the show authors and anchors and to be sure that they are an important part of the whole undertaking. Visitors wanted a celebration, an event they could document and remember, and of course a clear sense of where to go and what to expect once they arrived. An additional challenge for IDEO was the TODAY’s morning time: the visitor experience would need to be assembled and fully dismantled every morning, leaving Rockefeller Center in its pristine historic state immediately after the cameras stopped rolling. IDEO created a series of live prototypes that were tested by audiences, anchors, and crew in order to design a warmer, more human-centered experience for everyone involved. Visitors to the show can now register at TODAY.com/visit beforehand. When they arrive on the site, they are given clear directions by dedicated staff on what to expect during their visit. The audience can also craft posters to display in the crowd, receive commemorative buttons, and watch live video and audio feeds with the anchors preparing and heading into the studio. ensures visitors feel cared for and appreciated. The effect of this new experience is that now the visitors have a feeling that they are more than just spectators – they feel rather an integral part of TODAY.

Designing the Audience Experience of the TODAY Show

JUSTIFICATION

The space where visitors waited for their entry was redesigned. The spectators have now the opportunity to prepare their own posters and boards and are much more deeply immersed into the backstage of the show, e.g. thanks to streaming what happens behind the scenes. This is another example of rearranging the space that is driven by a renewed approach to human experience. The spectators are no longer the extras but may feel like guests visiting old friends in their home.

REFERENCES

https://www.ideo.com/case-study/designing-the-audience-experience

 

 

TYPE OF EXAMPLE

 

GOOD

DETAILS

AUTHORS

IDEO

YEAR

2012

PREPARED FOR

NBC, Rockefeller Plaza

COUNTRY

USA

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