Record. Delete. Repeat.
Record. Delete. Repeat.
Record. Delete. Repeat.
TV app recordings feature redesign
Product Design / Zattoo GmbH
TV app recordings feature redesign
Product Design / Zattoo GmbH
TV app recordings feature redesign
Product Design / Zattoo GmbH
TV app recordings feature redesign Product Design / Zattoo GmbH
Overview
Role & Responsibilities:
Journey mapping, wireframing & flows, prototyping, user testing, visual design, design QA, and development overseeing.
Platforms:
iOS, tvOS, Android, and AndroidTV
Goal:
Increase user retention & satisfaction when using the recordings feature, that will eventually lead to more watching sessions started from Recordings.
Increase user retention & satisfaction when using the recordings feature by designing a delightful experience, that will eventually lead to more paid accounts.
Increase user retention & satisfaction when using the recordings feature, that will eventually lead to more watching sessions started from Recordings.
Problem
Problem
Ooooopss
We were getting constant user complaints on the recordings feature experience since there was no easy way to organize and browse through the recorded content. Besides that, it was obvious that the retention is low, based on decreasing watch sessions that start from recordings.
Why did we need to solve it?
Pick one: because recording was one of the main features that differentiated Free vs. Premium users, as well as Zattoo vs. competitors; because the last update was in 2015; because there was 7 different implementations in 7 different platforms.
Discover & Define
Discover & Define
Cross-departmental data mining
Before the redesign, the design department collected insights from relevant past studies. Additionally, the team worked together with the Customer Service team & BI department to set-up a dashboard to track the KPIs.
Hypotheses
#1 Users "forget" about their recorded content because of a unintuitive way of browsing and finding the content . Grouping the content and showing categories will vastly improve browsing and making a decision to watch specific content.
KPI: Increase the amount of time spent watching recordings per eligible user.
#2 It's difficult to delete unwanted recordings, so users don't stack as many recordings as they could and power users are frustated. Introducing batch deletion will decrease frustration to users that have multiple recordings
KPI: Reduce complaints to Customer Support and increase the amount of recordings per eligible user.
#3 Users can't watch serial content seamlessly because we don’t group episodes & seasons of a show together. Introducing “series detail page”, with all episodes from a specific series, will increase recordings usage due to easy-to-find content.
KPI: Skyrock the time spent watching series content.
Opportunity areas
We were aware that many aspects of the feature could have been improved. However, we couldn’t solve all of them. Thus, we focused on the “Browse & Organize” part of a journey map, since we were confident that we could improve it with the resources and budget we have had.
Ideation
GV Design Sprint, Prototyping and Testing
Once the data was collected, I participated in the GV Design Sprint workshop with the relevant stakeholders. Our aim was to define the problem, align business and users' needs, and manage expectations.
Based on the sketches generated during the GV Sprint, we designed a prototype for the tablet and AppleTV, to test our hypotheses. The testing revealed that most of them were correct. All findings were incorporated into the concept/redesign.
GV Design Sprint, Prototyping & Testing
Once the data was collected, I participated in the GV Design Sprint workshop with the relevant stakeholders. Our aim was to define the problem, align business and users' needs, and manage expectations.
Based on the sketches generated during the GV Sprint, we designed a prototype for the tablet and AppleTV, to test our hypotheses. The testing revealed that most of them were correct. All findings were incorporated into the concept/redesign.
Solution
Pixel perfection & appealing look and feel
After validating concepts through user testing, the next step was designing an outstanding visual design. The goal was to elevate the experience even more. My main responsibility was tailoring a consistent user experience across platforms, designed in collaboration with stakeholders and that was tested with real users.
Pixel perfection & appealing look and feel
After validating concepts through user testing, the next step was designing an outstanding visual design. The goal was to elevate the experience even more. My main responsibility was making sure that look&feel is consistent across four platforms
Introducing content categories (menu or tabs)
One of the biggest improvements was enabling users to browse the content through categories.
Introducing content categories (menu / tabs)
One of the biggest improvements was enabling users to browse the content through categories.
Series card & series detail
Introducing the “stacked” teaser card vastly improved content type differentiation. Also, we designed the series detail page, where our users can find all the episodes from the same series. Knowing that we just signed a contract with the new content/metadata provider, I took the opportunity to use exclusive images for series content, intending to be even more appealing to the user.
Series card & series detail
Introducing the “stacked” teaser card vastly improved content type differentiation. Also, we designed the series detail page, where our users can find all the episodes from the same series. Knowing that we just signed a contract with the new content/metadata provider, I took the opportunity to use exclusive images for series content, intending to be even more appealing to the user.
Sort & Filter
Enabling additional filter & sorting was even more helpful when it comes to browsing the content, especially for users with lots of items in recordings.
Sort & Filter
Enabling additional filter & sorting was even more helpful when it comes to browsing the content, especially for users with lots of items in recordings.
Sort & Filter
Enabling additional filter & sorting was even more helpful when it comes to browsing the content, especially for users with lots of items in recordings.
Batch deletion
Another improvement was the new option to delete more items at once, which wasn’t the case before the redesign project.
Design System elements
The whole design was carefully integrated into Hyperion, our design language system
Design System elements
The whole design was carefully integrated into Hyperion, our design language system
Results
Redesigning the recordings feature was a stepping stone for Zattoo - processes were successfully improved and relevant KPIs have been constantly increasing.
6%
Increasement of the average duration of watched recordings per eligible user.
6%
😄
Increasement of the average duration of watched recordings per eligible user.
"The new recording function has become really tip-top. So much praise from my side." Premium user @ Customer Support
😄
"The new recording function has become really tip-top. So much praise from my side." Premium user @ Customer Support
"The new recording function has become really tip top. So much praise from my side."
Premium user @ Customer Support
"The new recording function has become really tip-top. So much praise from my side." Premium user @ Customer Support
What was good?
Problem
Through outstanding teamwork, the design team again showed initiative to constantly improve the product and processes.
Keep people engaged and involved; you never know where the next great feedback is coming from.
Evangelizing ideas works best if you keep explaining which mutual goals would be achieved and how we can all benefit from a project.
What was bad?
Additional pre-release usability testings and investing more in iteration would have led to better results.