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Stan

Solving for show-verload

UX Research | UI Design

UX DESIGN

Solving for showver-load

Stan (concept project)

1 week

Figma

Competitor analysis, usability testing, AB testing, prototyping

Summary

Stan is an Australian subscription video streaming service (SVOD). For this project I hypothesised that deciding what to watch on a SVOD is a widespread problem. As a solution I designed a feature on Stan that helps viewers decide what they want to watch. 

This is a concept project I completed in one week during my time at General Assembly. Due to the tight deadline, I approached this a design challenge – jumping into research and design simultaneously. 

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HYPOTHESISED PROBLEM

Streaming viewers spend too long deciding what to watch because of 'show-verload'

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show-verload

noun.

A condition experienced by television and video entertainment viewers when faced with an overwhelming amount of programming and/or content which they must search through to find something to watch.

Originally when I set out to redesign a subscription video on demand (SVOD) service, such as Netflix and Amazon Prime, I thought there would be nothing to improve.

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However, based off personal experience and casual conversations with friends, I hypothesised that viewers are victims of show-verload. This was proven to be a real problem after a few interviews and a survey. 

– Research

Originally when I set out to redesign a subscription video on demand (SVOD) service, such as Netflix and Amazon Prime, I thought there would be nothing to improve.

​

However, based off personal experience and casual conversations with friends, I hypothesised that viewers are victims of show-verload. This was proven to be a real problem after a few interviews and a survey. 

7 usability test sessions

Due to the short timelines, I rolled with my assumption that showver-load was a thing and designed a lo-fi version of the solution. I tested the first iteration with target users which are people who are subscribed to streaming services. 

38 survey responses

To validate my hypothesis on a wider scale, I created a Google survey to understand the target user's motivations and thoughts towards their streaming experience.

Meet Jason 

A victim of show-verload

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For Jason...

Searching and deciding is time-consuming

"It's difficult to decide what to watch"

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"I spend too long looking for something to watch"

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62% of survey respondents believe it's difficult to decide what to watch and 66% believe they spend too long looking for something to watch. 

Jason spends 10 minutes searching 

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Reviews are important but they're not widely available

Top considerations when deciding what to watch
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My survey revealed reviews from IMdB and Rotten Tomatoes was the second most important factor (68%) when deciding what to watch. However, reviews are not widely available on streaming platforms, making it the top pain point for users. 

Stan is B tier

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A majority of survey respondents don't know Stan (37%) and those who do think Stan's content isn't as great as competitors such as Netflix and Amazon Prime (34%). 

And Stan has no reviews whatsoever

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Through a competitive analysis of what movie review platforms are available on top streaming services, I discovered that reviews such as IMdB and Rotten Tomatoes are not widely available.

 

Stan and Disney+ are the only services to not have any reviews available at all. 

THE PROPOSED SOLUTION

Stan users need a more tailored and time-efficient way to decide what to watch.

But what about Netflix's Shuffle Play?

This feature will randomly play content it thinks you'll like if you don't know what to watch.

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47% of survey respondents like the idea but want to have more input on what it randomly plays. 

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WIREFRAMING

First iteration

After 7 usability tests, I discovered:

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  • Location of quiz button was not seen. Users thought it was a help button. 

  • How much time people have is a consideration when deciding what to watch.

  • Confusion around whether users can select multiple genres?

  • Clarification on movie duration and summary in the Results page

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1. Pick genre(s)
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2. Pick decade
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3. Results
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A/B TESTING

Second iteration

Test A - Quiz

 5 usability tests revealed:

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  • Very tailored to what the user is currently feeling

  • Short and straightforward quiz without too many questions

  • Three movies to choose from is the right amount

1. Movie or TV Show?

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2.  Choose movie length

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3.  Pick genre

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4.  Pick decade

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5.  Results

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Test B - Friends recommendations

 5 usability tests revealed:

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  • Friends suggestions are highly considered as they know the user's personal tastes

  • Instant narrowed suggestions 

1. Suggestion from homepage

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2. Friends picks for you

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Final Design

Watch from start to end or have a go for yourself on the prototype.

How will this be measured?

The metrics that will be used to determine whether these features are successful:

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  • Number of clicks on Friends Suggestions vs. Stan Top Picks Quiz. Which feature will receive the most engagement? 

  • Follow through rate of Quiz. How many users will watch something from their Quiz results?

  • Follow through rate of Friends Suggestions. How many users will watch something from their Friends Suggestions? 

  • Number of returns to both features. Which one will receive more returned users? 

Stan users now have two tailored and time-efficient ways to decipher what to watch

7 people who always stream content were able to understand and use both functions. All 7 said they would use these features if they were made available on Stan. 

Friend recommendations

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Stan top picks quiz

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