With DVD sales declining and digital consumption increasing, NCBUniversal were looking to grow the market for digital ownership. Unwrapt was created to enable customers to gift a film from any studio and receivers to redeem and download on any platform (e.g. iTunes, Sky Store or Google Play).
The UX challenge lay in explaining the proposition and then taking customers through a seamless experience in gifting and receiving digital film. The challenge was met across the whole project but for the sake of this case study, only a part of the project is explained.