It was a pleasure working with Stream Outdoor to reimagine weather content for the Roadside Billboard medium!
Rather than simply showing the weather forecast for the next few days, we took a step back and analysed the audience flow, studying the UX, how often the audience views the billboard and what mindset they’re in. We asked, what will someone passing a roadside billboard really value? And how can we use tech and automation to optimise the weather data to make it as useful as possible?
Using that, I created an algorithm that writes a short + sharp description of what the weather’s doing for the next chunk of the day. Much more useful than the simple current temp, it tells people on the move what they can expect the weather to be doing later that morning, that afternoon, that evening, or the following morning.
The algorithm goes further and uses the average monthly temperatures for the location too. It doesn’t just show if it’ll be sunny or rainy, it tells the audience if it’ll be hotter or cooler than normal for that time of year, warning them if it’ll be super hot, extremely cold or windy, stormy, or even foggy.
The template design also uses data visualisation as much as possible. As the dwell time is short, we’re showing an icon that describes the weather for the next few hours. But it’s not your standard rain cloud or an icon of a sun. We’re showing icons like gumboots if it’ll be raining heavily, or sunglasses if it’ll be hot and sunny, for example. This more-humanised approach to iconography tells a more relatable, descriptive message that the audience can get more info from in a split second.
We’ve weaved in more automated messaging smarts too – icons change from day to night, a line of text greets the community and lists the location depending on time of day or the weather conditions. The in-depth UX analysis and content objectives identified at the beginning of the process allowed us to create visually appealing content with genuine utility for Stream Outdoor, effective at demonstrating Stream Outdoor’s technical capability at the same time showing they value the community and their attention.
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