Nokaut.tv — a video content service built to buy back a brand that lived entirely inside Google Search results.
Head of Design · R&D team
Grupa Nokaut, preparing for its IPO, was desperately trying to strengthen brand awareness and diversify traffic — over 90% of it came from Google search.
At that time I headed the design organization and simultaneously worked in a small R&D team reporting directly to the founders, created to solve critical strategic problems and build future-facing product concepts.
Find a way to generate high quality, engaging video content for Nokaut.pl. Attract direct traffic and improve brand awareness. And appeal to a younger audience by presenting Nokaut.pl as a cool, vibrant company.
The creative process started with an open question: given the problems the business was facing, what kind of experience should we create? Video content was on the rise globally — but what did that mean for us, and how could it change the brand?
After multiple brainstorming sessions we took a significant shortcut: partner with a rising local YouTube star and take inspiration from his channel. That led to Nokaut.tv — a program testing the knowledge of random people on the street and gifting them products when they answered correctly. We defined the brand concept and commissioned an intro video.
I wireframed and prototyped the original version of the service, managed internal and external visual designers, and coordinated the collaboration with our external development partner.
The first 15 episodes generated over 1M views on YouTube and delivered a significant amount of direct traffic to Nokaut.pl.
It did not last. After the initial success the quality of content went down, the novelty effect disappeared, and after 18 months the service was closed — by then I had left the company.
Lessons learned
