Cart 0
Cart 0
JULIE AHN
 

Library Organization: Lists

LISTS is a new feature provides easier access to customer’s owned movies and tv shows and leverages the pre-existing use of Wishlist on the platform. Users with large content libraries can organize their media and create custom folders within their accounts.

TYPE

Work Project

TIMELINE

6 months

USER - AUDIENCE

“Whales” - Regular users with 50+ titles in their library

MY ROLE

End-to-end Product Designer (research, ideating, ux, ui)

TEAM

2 Product Managers , 1 UX Researcher, Software Engineers (3 teams)

PLATFORM

Web, Native Apps (iOS, Android), Living Room devices

 

RESEARCH | SURVEY:

661 Responses from “Whales” (Vudu users with 100+ EST titles)

When coming to their library:

  • Many users have a specific title in mind. Prioritize “search” feature.

  • Some users have an idea of what to watch (e.g. genre). Consider offering categorization/filters to narrow down on a title to watch.

Top reasons for organizing library:

  1. To easily find titles, create personal playlists (custom groups/arrangement), reduce clutter. Ensure we’re solving for above problems. Customization is key. Allow ability to select titles that will go into a collection & to custom organize them.

Top ways users want to organize library:

  1. By genre, series (Marvel, DC), movies vs. TV. Consider offering automatic categorizations. E.g. via “smart folders”, filters.

Most important personal collection features:

  1. Create personal playlists. Custom groups/arrangement.

  2. Sort/organize by pre-defined criteria within personal collections. Consider offering custom and pre-defined sorting/arrangement within personal collections.

 
research graph.png
 

REASONS FOR ORGANIZING:

  1. Findability of titles

  2. Custom organization of titles

  3. Visual organization

  4. Hiding titles/access

BACKGROUND:

  • Users have been creatively using the existing Wishlist feature to earmark titles, but the problem is that it’s only one way to save these selections and it’s difficult to sort and filter the content.

  • Negative sentiment is starting to grow that the service is not listening to user’s voices.

  • 21% of users with 50+ titles in their library make up 86% of sales revenue.

IMPACT PERSPECTIVE:

  1. Surprise and delight users who’ve been requesting this kind of feature for a long time.

  2. Build trust within the community who are active on our forums and social media that the service considers their pain points.

Enhance user experience by offering a way for them to customize and organize their content.

Increase engagement, retention and purchase rate.

USER’S NEEDS:

  1. Users with more than 50 titles owned in their library have a hard time searching/finding their content quickly.

  2. The use of WISHLIST has limitations. Primarily used for bookmarking unowned content in one place.

  3. User survey/feedback highlights these pain points and identifies an opportunity to enhance the user’s experience.

“I need a better way to sort and search through hundreds of titles in my account.”

“I’m a long time customer and Vudu hasn’t updated the user experience in a long time.”

unsplash-image-t-Rt42Wl1RQ.jpg
 

DESIGN PROBLEM | CONSTRAINTS:

  1. Identify the best mode of UX that allows for clean, intuitive design while offering the most usable functions (sort by genre, by rating, movies v. tv). ie. a system within a system.

  2. Identify the optimal hierarchy and importance of content.

  3. Create the ability to un-bundle, bundled collections for sale.

  4. Incorporate merchandizing initiatives (front or back end) for sales.

  5. Offer personalized/predictive titles when creating a new list.

  6. Web: New development for drag and drop function on platform.

  7. Living Room: Remote and navigation constraints

  8. Native Apps: Feature parity

lists high level.png
3-devices-sm.png
 

SUCCESS:

The long awaited roll out of this feature was an exciting event. Not only did we develop a new feature, I was able to see the project from beginning to end from the kick off of the concept for the roadmap, conducting user research, building data-driven ideation, designing the product, send off to developers, design polish, and post-launch analysis.

 

KEY TAKEAWAYS:

  1. User engagement and satisfaction increased 25% on Day 1.

  2. 57% of the “whales” adopted and created 3 or more lists.

  3. Lists appeared to be well received with positive feedback.

PHASE 2 - OPPORTUNITIES:

  1. Optimize user flow. Is there a way to smooth out kinks to create the happiest path for users?

  2. What new areas can we brainstorm that would provide a value ad for our users?

  3. Can we increase the limit the number of titles allowed per list?

REVIEWS:

reviews.pn