Create the best TV-on demand service for public service television.

The design process was a collaborative process between Doberman and SVT:s team and based on continuous involvement of the end user to assure that the final design supported the users needs. Early on we created a prototype for technical and user experience valuation through user testing which led to early important insights that conditioned the design results.

After launch the number of video starts increased by 40% from the same period previous year, which is almost 46 millions starts.A massive positive response from media, the blog community and users indicates a true break thru in the way swedish people consume TV. The brand name Play has been adopted by nearly every competing channel for their on demand services and has become an industry standard in Sweden.