Responsibilities: Product | UX | UI Personal project
Overview
Streamlining the experience
Amazon Prime Video's extensive content library differentiates it from competitors, yet users on smart TVs encountered navigation challenges, leading to increased drop-off rates and reduced engagement.
As the leader of the navigation redesign, I focused on streamlining the user journey, enabling quicker access to desired content.
By optimizing decision-making and reducing search time, users can efficiently find their interests. Emphasizing transparency, I ensured a seamless and trustworthy experience throughout their journey. The redesign aims to enhance user engagement, increase retention, and maximize the platform's potential.
the problem
Navigating on the smart tv is too cumbersome to get to desired content.
Users quickly became overwhelmed with the vast amount of content presented to them, leading to rapid app abandonment. Additionally, there was a perceived lack of transparency between paid and original content.
From a business perspective, it is critical to address these issues by reducing content load and minimizing the number of clicks required, thereby alleviating decision fatigue. This approach aims to improve user retention and increase engagement with the platform's content.
Market research
Seeing the big picture
To gain a comprehensive understanding of the broader landscape and the challenges at hand, I conducted a thorough analysis of key players in the streaming market, as well as related industries.
This included studying navigation within streaming apps, user reviews of competing platforms, and even exploring parallel markets that offer similar digital content experiences.
By immersing myself in the user feedback and reviews, I aimed to identify areas of improvement and gain insights that could be applied to enhance the Amazon Prime Video experience.
Market research
I came up with the following conclusions
To allow easy navigation between family members, we will place the navigation bar at the left side of the screen.
To make it easier for the user to discover the transparency of content users will be able to choose between paid and free content
Users study
Talking to them
To understand the pain points I interviewed 10 people who have either used the Prime Video app on the Smart TV consistently or just casually.
Users study
I came up with the following conclusions
To rebuild user trust there needs to be a level of transparency with paid and free content. Users also want a better recommendation of what is next to watch that is similar to what they've seen before. This is key to provide curation and autonomy for the user.
To limit the amount of clicks that users tend to discover when finding the content, the navigation bar needs to be revamped with the tv remote in mind. TV content itself needs to be reorganized so seasons aren't separated and therefore less likely to waste users time.
the value
So what should I give them?
A sense of security and control.
architecture
Before I went on to built
the screens I organized the app flow
Wireframes
Then to understand how
things are going to look I turned to the low fidelity.
Validation
Evaluating value propositions to minimize clicks and improve content navigation.
I conducted a usability test with 10 users (5 were occasional Smart TV users while the other 5 were frequent users). First, I tested to see if people were able to navigate and find certain content that is currently available. Next, I assessed how they interacted with the sidebar to see if it was easy or difficult to use. After, I asked questions regarding the overall value of the navigation experience.
01/ Transferring the navigational menu
I decided to tackle the process of navigating Prime Video's application to a sidebar as it gave easy access considering the remote control has limited functions. This limited the amount of clicks needed to access certain content throughout the user journey.
By providing this new navigational process, users immediately felt easy in their search for content.
02/ Consolidate Genres to recommendations to be able to provide both curation and autonomy.
Users mentioned throughout my research as well as during interviews, that Prime Video's lack of curation based on their watch history has led them to not trying to discover any sort of content recommended to them, feeling lackluster in that aspect. Therefore I focused on consolidating recommended content that users have autonomy to choose and decide while still having curation autonomy applied.
By applying this it will lead to users going through the discovery process in their user journey.
03/ Transparency of Content
Because the current experience relies on the content to be mixed on the smart tv platform, users find themselves seeing content that they are interested in to having a sort of paywall to watch, when there was no indication before hand. This led me to give users the option to choose which type of content they want to focus on throughout their experience. I also added content with certain tags depending if they are part of Prime Video or there is a paywall.
This sort of transparency will lead to users trust as well as increased engagement for users leading to increase of retention as well.
04/ Organization of TV Content
In the current user experience, users felt fatigue as they have to search within the application just to find a new season of a tv show. There's also no indication that the season has a paywall till the user discovers this much later into their journey. To keep with the consistency and cohesion of the rest of the smart tv experience,
I focused on consolidating tv content so that users see all seasons of tv content available as well as providing transparency to see which seasons are included in their subscription and which are paywalled.
Reflection
I didn't expect the amount of difficulty I faced in connecting the physical device to the user's expectations
When I first started exploring the integration of Amazon Prime Video with TVs, I faced the challenge of defining a clear focus for the project.
The complexity of the task made it difficult to determine which aspects to prioritize. However, I persisted by conducting user interviews and validating my research and finding the right MVP to gain valuable insights into users' experiences with smart TVs.
Through this research, I discovered compelling evidence that supported the need for a comprehensive approach to enhance the smart TV landscape.
Despite the project's complexity, I remained determined, and in the end, I witnessed how all the individual components seamlessly came together to create a unified and immersive user experience.
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