Magnolia Network bloomed with Robosoft
In July 2021, the Magnolia Network - showcasing content from home renovation gurus Chip & Joanna Gaines was launched on the Discovery Plus streaming service. The Magnolia mobile app, with more than 150 hours of unscripted programming on home, design and gardening was also part of the launch. Consumer feedback and media coverage around both have been great. Here’s how we played a central role in the development of a truly connected experience.
The Backstory
In 2013, Chip and Joanna Gaines launched 'Fixer Upper', a home restoration show which not only went on to become hugely popular but is also credited with creating the 'farmhouse chic' genre of TV shows. The franchise made Waco, Texas famous by flipping many homes in the area and making it a tourist attraction. The Silo District in Downtown Waco with its sprawling retail and food outlets attracted 2.7 million tourists in 2018, up from 650,000 in 2014.
After several seasons, the show had its finale in 2017. Soon, they announced the Launch of Magnolia Network - which took three years in the making.
At launch, the intent was to build a holistic and well-integrated app that included these components:
Watch
An OTT section with a collection of all the popular Magnolia Network shows including new episodes of Fixer Upper, the complete Fixer Upper library and exclusive programming not available anywhere else.
Shop
An e-commerce section that’s integrated into other modules of the app; the easy-to-use shopping experience allows you to browse curated collections of Magnolia furniture, home decor + lifestyle products, and more.
Visit
Focused on Magnolia’s physical stores, one can plan a visit to Waco, Texas to taste, see, and experience all Magnolia has to offer.
Create
Learning modules with courses, articles, recipes. From food and design to gardening, the arts, and more, one can turn inspiration into action with instructional video workshops.
We were also tasked with making it a truly multi-platform, multi-device experience. At launch, the following were expected:
Connected TVs / CTVs
Mobile Platforms
iOS (iPhone, iPad), Android mobile and tablet, Fire Tab
We Are
Magnolia Network
A challenge and how we overcame it
We began the project with one clear and non-negotiable requirement: the launch date.
Everything else was quite fluid. The scope of work and specific requirements came in much later even as the launch date - July 2021, was fixed.
We accepted the reality of the deadline as it was a business imperative.
We invoked the inner Zen in all of us. Our first decision was to create native apps across platforms -a recommendation accepted immediately by the customer.
‘No requirements? No problem' was our attitude as we moved along. We proactively took inspiration from our earlier work and built skeletal apps and wireframes. No APIs? We used stubs and mock JSONs.
Agile was not just a methodology but a mindset for us. We were open to ever-changing requirements and executing iterations of design-develop-deploy. Our only goal (aside from meeting the launch date) was to deliver a product that exceeded customer expectations.
Another hallmark of our approach was proactive risk management. We called out any risk loud and clear at the right time to prevent avoidable delays and kept all stakeholders in the loop.
Our services included Program Management, Solutioning, Product Development, Product Support and Quality Assurance.
We invoked the inner Zen in all of us. Our first decision was to create native apps across platforms -a recommendation accepted immediately by the customer.
‘No requirements? No problem' was our attitude as we moved along. We proactively took inspiration from our earlier work and built skeletal apps and wireframes. No APIs? We used stubs and mock JSONs.
Agile was not just a methodology but a mindset for us. We were open to ever-changing requirements and executing iterations of design-develop-deploy. Our only goal (aside from meeting the launch date) was to deliver a product that exceeded customer expectations.
Another hallmark of our approach was proactive risk management. We called out any risk loud and clear at the right time to prevent avoidable delays and kept all stakeholders in the loop.
Our services included Program Management, Solutioning, Product Development, Product Support and Quality Assurance.
An overview of technologies used
Seeing is believing
The Magnolia app renders beautifully across screens and platforms.
Everyone loves the Magnolia experience. but don't take our word for it
The launch got wide media coverage in the US and consumer feedback has been fantastic. The feedback motivates us to give our best as we plan for further feature and design enhancements.
Consumer love
Ratings & Reviews
As seen on TV
The launch was covered in a wide variety of publications in the US, including:
Client Testmonial
Robosoft's commitment to being a good partner is unparalleled. They've worked relentlessly to develop a unique experience for the Magnolia brand that has been well received by stakeholders and customers alike (both the Apple and Google Play app stores have consistently held a 4.9 star rating). Despite multiple pivots in the road to launch and an aggressive timeline, Robosoft has consistently delivered day in and day out.
Matthew Borunda
Vice President of Product - Magnolia Direct-to-Consumer at Discovery Inc.
Vice President of Product - Magnolia Direct-to-Consumer,
Discovery
Create a multi-platform, multi-device connected experience.
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