A longstanding client came to us with a challenge: after five years of research, twenty-nine reports, and countless visual variables studied across streaming platforms, they had gathered a wealth of data on cover design, but no unified strategy for how cover art drives user engagement. The task for us was to consolidate these insights into a cohesive understanding of how cover design influences user experience and to establish a clear foundation of image metadata requirements that could guide future decisions.
Consolidating scattered knowledge through AI-supported research
The project began with a review of fifteen research questions. Initial analysis showed that many of these questions had already been addressed in earlier studies we did for the client over the past 5 years. Further consultation with the client surfaced twenty-nine existing reports in total, containing relevant but fragmented data. To interrogate this fragmented knowledge, we used Notebook LM to conduct AI-supported desk research across the internal reports. In parallel, Gemini’s Deep Research was used to investigate public and academic literature on image perception within streaming interfaces, using the original 15 research questions. Together, these tools transformed a large body of evidence into a coherent, simple body of knowledge that could directly inform strategy for next steps.
A subsequent joint working session with the client confirmed that this synthesis addressed approximately half of the 15 research questions. Meanwhile, it also identified clear knowledge gaps that required fresh empirical data.
Bridging the gaps with targeted consumer insights
To address these gaps, we conducted remote interviews with users in the UK and the US. This phase focused on consolidating the visual variables, such as colour, typography, and the presence of people, that influence content discovery and user retention. By integrating these findings with existing research, we developed a coherent foundation describing how different image attributes impact user experience.
Driving strategic updates to design and measurement systems
The project delivered two immediate strategic outcomes. Internally, the client is now developing a system that allows them to link image metadata to real-time performance metrics within the user interface. In parallel, the design team is updating its global design guidelines, embedding a more evidence-based approach to creating high-impact visual content.