Storyboard
Usability Testing
I created a paper wireframe to test my concept this time. While employing the cognitive walkthrough method, I encountered a challenge in design. Balancing a simple screen versus the prevalent design trend of displaying setting keywords prominently in the font posed a dilemma. To address this, I chose to conduct an intuitive test using paper.
A/B Testing
I presented them with two designs to evaluate and asked open-ended questions about anticipated changes, seeking prompt feedback on this optimization effort.
Report
In review:
1. Users unanimously favoured the optimization.
2. Users preferred features directly placed outside for easier access during binge-watching sessions.
3. The user prefers to keep playing video while adjusting the settings.
4. Users instinctively check the audio language settings when changing subtitles, suggesting an intuitive link between the two preferences.
Design Principles
1 Efficiency:Enhance efficiency by integrating intuitive controls and gestures into the design. Incorporate widely recognized and user-friendly gestures to ensure a seamless interaction experience.
2 Predictability:The controls should be simple enough that new users can understand them without instruction and predictable in such a way that experienced users can anticipate how they will react.
3 Consistency:Ensure consistency not only across various platforms but also in aligning the settings with those of mobile phones to provide a unified user experience.
Rich Design
Emphasis on Design Decisions & Deliverables
After a comprehensive analysis, I optimized the new version, culminating in key outcomes.
❶ Display Essential Features Upfront Place essential features upfront in the first section, enabling users to swiftly adjust settings without guessing the icon meanings and saving time. And incorporate all essential features to meet users' needs: screen lock, swift adjustments in speed and quality, episode change during playback, and seamless transition to the next episode.
❷ Gesture Enhancement
Ensure all gestures are available, providing users with shortcuts for ease of use.Add gestures for adjusting volume and screen brightness, aligning with phone settings.
Gestures for adjusting volume and screen brightness
Gestures for easy backward and forward navigation
❸ Continuous Play During Speed Setting Adjustments
Based on my analysis of research and data, I have observed that users frequently require the ability to adjust the speed of a video to accommodate different content tempos or personal preferences. In response, I developed two options for user testing: don't pause the video while adjusting the speed, or pause the video.
The test result is that users prefer minimizing disruptions; this feature ensures the video plays uninterrupted while users modify settings, enhancing the viewing experience.
❹ Auto-Pause for Comprehensive Setting Adjustments:
I observed users instinctively check the audio language settings when changing subtitles, so I streamlined similar settings for a clearer UI. Including options for subtitle background switch, language selection, font size, and pronunciation choice.The video stops playing automatically when users access all screens for settings. Once the settings are adjusted, the video resumes automatically.
➎ Series-Based Skip Feature Memory Before, using the skip button once would automatically record that action as a default for opening or ending themes and automatically play the next episode too.
However, due to the platform's diverse video types, this feature wasn't universal. Hence, we adjusted it to record the skip action for a specific series only. Consequently, for the next series, users will still need to press skip again. Additionally, we also have the option to choose to close it.
The Smart Skip feature is designed to cater to our users' binge-watching habits seamlessly.
Once a user chooses to skip the opening credits of an episode, the system intelligently remembers this preference. For the rest of the viewing session, the app will automatically skip the beginnings of subsequent episodes in the same series, fostering an uninterrupted and immersive entertainment experience.
❻ In-Play Episode Selection Feature
I anticipated the need for a feature that was initially limited by API constraints. With the introduction of a basic API, I crafted a temporary design that, despite lacking episode thumbnails, was embraced by users upon release.
➐ Subtitle Optimization Options
We're enhancing subtitle visibility for various video types, addressing issues with embedded and external subtitles. Initially focusing on background adjustments, future developments will include options for changing subtitle colors and background hues, ensuring clarity across all videos.
❽ Platform Memory for User Settings
For an enhanced user experience, the platform now memorizes the last light and volume settings configured by the user, even after switching apps, ensuring a seamless return to their personalized viewing preferences.
This update aligns the platform's settings with the user's phone for a more intuitive and uninterrupted viewing experience during breaks.
❾ Deciding on Data Collection Strategy Determining which key performance indicators are most crucial, selecting the right tools for data gathering and analysis, setting a consistent data collection schedule, segmenting data for targeted insights, and incorporating competitor analysis.
Before & After
Implementation Metrics and Achievements ✨Key metrics to track Our implementation efforts post-launch resulted in significant strides and improvements, measured through key performance metrics:
✨ Enhanced User Ratings from 2.7 stars to 4.7 stars:
Before the new video player launched, our product reviews averaged 2.7 stars. Post-launch, these ratings soared to 3.9 stars, eventually reaching an outstanding 4.7 stars . This surge in ratings reflects the positive impact of our revamped video player on user satisfaction.
✨ Twofold increase in engagement Surge Post-Optimization:
By comparing the data before and after the feature launch, we can observe a significant transformation in user engagement. Previously, the green square represented the features that were internal to our platform. Moving these features to a more prominent, external position has notably enhanced user engagement, doubling it for each feature. This strategic change has effectively doubled the visibility and interaction with each feature.
✨ Increased 50% Positive Feedback:
Post-launch, we received an impressive 50% increase in positive feedback, indicating a noteworthy improvement in user satisfaction and overall experience
✨ Extended User Engagement Time:
Our efforts led to a considerable increase in user engagement time, elevating from 25 minutes pre-launch to a substantial 30 minutes post-launch. This metric underscores the platform's enhanced appeal and ability to retain user interest for longer periods.
Conclusion Reflecting on our post-launch analysis, several crucial insights emerged:
1. Rapid Feature Adoption:
Our newly introduced features quickly soared to become the top 20 most frequently used features within just two months.Notably, features like "Skip to Next Episode" and "Select Episode During Watching" garnered substantial user engagement, accumulating impressive event counts within a short span.
The yellow square has new features.
2. Validation of Design Decisions:
Despite initial debates, the Screen Lock feature gained significant traction post-launch, validating our team's strategic design decisions.
3. User Engagement Surge:
Features previously underutilized witnessed a remarkable spike in session counts, some experiencing up to a 30% increase.
Engagement Line Chart for the Event
4. Effective User Research:
The project showcased that impactful user research doesn't always necessitate extensive resources or time.
5. Data as a Foundation:
Post-launch, the collected data consistently proved to be a powerful tool, serving as a robust foundation for understanding user behaviours and needs.
Looking Ahead:
In 2023, our focus remained on introducing innovative features aligned with evolving user interests. Additionally, the adjustments made to subtitle backgrounds resolved readability issues in certain series, further enhancing user experiences.Furthermore, our commitment to leveraging product data propelled us to delve deeper into data analytics. By integrating Microsoft Clarity and Flurry, we aimed to elevate our data collection capabilities, gaining more profound insights into user behaviours and preferences.
Takeaways As a UX designer, I understand that a good user experience extends far beyond the visible aspects of the user interface.
It's about delving deep into the functionality and tailoring it to meet user needs.
This approach involves reorganizing and optimizing our functions to ensure they not only appear intuitive but genuinely resonate with and fulfill the requirements of those who use our platform.
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