Accelerate the growth of Vietnam's leading streaming platform
Media&Entertainment
Based on the usability testing findings, three objectives were defined for the redesign:
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Improve discoverability
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Emphasize uniqueness
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Communicate timeliness
To enhance the user experience, different episode interaction are defined based on the content type. Thumbnails are used for entertainment show episodes, allowing users to easily navigate through highlight moments. On the other hand, TV series go with number-based buttons to emphasize the continuity of the content experience.
As the largest content owner in Vietnam, the client aims to achieve monetization and user growth as key objectives.
Due to travel restrictions imposed by the pandemic, international travel was not feasible at the time. The venture team dispersed across 5 different time zones. However, usability testing was prioritized as the initial research activity to gain insights into local users and identify any experience gaps.
The main challenge was it only had 5 days to prepare, conduct and deliver the usability testing result.
Considered the aggressive timeline, I designed discussion guide in a way that can be efficiently synthesis - through a user journey that from first time user to a return user. To resolve the language gap, the interviews were conducted remotely via multiple tools:
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Lookback
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Zoom ( for interpretation)
Schedule:
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3 days prepare & recruitment & desk research
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2 days for testing
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2 days generate insight (extended to weekend)
Respond to the aggressive schedule
Redesign the experience
After usability testing, I generated insights that aligned with the user journey and encompassed key scenarios.
During the UT, several issues were identified, including content discoverability, information hierarchy, and user onboarding. These findings provided valuable guidance for improving the overall user experience.
The client team expressed concerns about the original dark look and feel of the product. However, during usability interviews, users provided positive feedback on the dark theme.
To address this, I conducted a mood-board activity as part of ethnographic research work stream to guide the next steps in visual design.
Cross-device experience & DLS
This product experience encompasses the design of smart TV interactions, introducing new requirements for consistency in interaction and design. We also utilized a Design Language System to help the client team in standardizing future cross-platform product experiences.
Train client's PM team with design think method
Before the implementation, we conducted concept testing as planned. The client expressed a desire for their internal teams to be capable of conducting user research in the future. Therefore, I took this activity as a training session for the client's project managers and designers, equipping them with basic user interview methodology and skills.
Product
A Vietnamese streaming platform featuring:
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Unique imported show content
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Self-published entertainment shows
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Content Subscription
Design Goal
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To align with the new content strategy, launch a new product experience to enhance subscription rates.
Responsibilities
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Product Design Lead
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Interaction Design
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User Research
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Design Language Systems
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Research Training
Team
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2 Product Designers
Client
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Venture Team
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Designers
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Product Managers