Audience-Centric Research and Strategy

• Conducted audience analysis to understand their preferences and behaviors.
• Identified the primary need: a simple and efficient way to locate broadcasters based on the user’s geographic location.
• Designed an experience to guide users effortlessly, addressing gaps in discoverability and content accessibility, particularly in underperforming regions like the U.S.

Website Features and Enhancements

1. Location-Based Intelligence

• Implemented a dynamic, above-the-fold feature allowing users to see, “Watch us on [relevant streaming platform]” based on their location.
• Integrated translation snippets to display country-specific broadcaster options
• Added intuitive location-based suggestions to guide users where to watch.

2. Seamless User Experience

• Created a visually cohesive design that brought together Murdoch Mysteries’ digital extensions, including its Instagram feed, video content, and online store.
• Embedded a grid of Instagram posts to strengthen digital strategy and engage users with fresh, timely content.

3. Promoting Digital-Exclusive Content

• Featured a pseudo-playlist showcasing globally available digital series, allowing fans to explore bonus content beyond traditional episodes.
• Highlighted new seasons and provided links to exclusive content for fans to explore.

4. Optimized for Broadcasters

• Designed the site to support broadcasters by prominently featuring them and linking directly to their platforms, ensuring mutual promotion and audience growth.

Technical Advancements

• Optimized the site for performance to ensure seamless browsing across devices and regions.
• Included strategic calls-to-action, like “Watch Now,” to convert interest into engagement.