Tribe
Experience Strategy & App Design
The Challenge
Astro is one of South East Asia biggest supplier of content through satellite TV, operating all over the region. With strong competition from global services, such as Netflix, entering the Indonesian market, how does Astro compete in the new online streaming category.
The Approach
We immersed ourselves into the challenge to fully understanding the obstacles and opportunities. First we travelled to Kuala Lumpur to carry out stakeholder interviews with the Astro team. Understanding the content that was available to our services would be key in how the experience should be designed. It was clear that 2 main areas of content was the focus - Live sports and Korean Drama.
Secondly we carried out audience analysis, to identify unique trends and behaviours of fans of these content. We then looked for similar behaviours across all three. What we noticed was that community was at the center of sports fans and Korean drama fans alike. Fan websites, apps, and forums where alive with comments, discussion and buzz. This presented an opportunity to develop a real social experience around streaming content. A place where content and community lived side by side.
The Outcome
Tribe is a video streaming service that fosters community for 'superfans', any time, any place by giving users control of their favourite content and access to one another.
Tribe is the first of its kind streaming app to provide social connections between users. Follow others playlist, see what they recommend and follow your favourite actors and celebs.
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Over 1 million downloads and users
and a 4 star average rating.
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