ODK Media has been established as an on-demand streaming platform for Asian TV shows and movies in North and South America for over ten years.
It has become the standard Korean streaming platform in the online media industry. The business has been expanded and launched globally over the past few years across OnDemandChina, OnDemandViet, and OnDemandLatin.
Despite the growing popularity and rising revenues across the multi-platforms, the company lacked in providing consistent design systems across its platforms. It required a unified user experience through intuitive and simplified user interfaces.
CONTRIBUTION
Research Design Guidelines for TV Visual Design User Flow Low-Fi & Hi-fi Prototypes Usability Testing
ROLE
TV App Lead
Provide a simple and easy watching experience with consistent design
The first phase is redesigning the OnDemandKorea products with consistent design and implementing essential features to increase engagement and a seamless watching experience across devices.
Competitive research
We observed our competitors’ TV applications to benchmark our product during the research phase. Specifically, I examined a variety of home layout styles, features, and accessibility, such as font size, component color, and focus indicator.
We conducted a qualitative interview using Userlytics with three types: potential users, existing users, and subscribed users. Since the project was working simultaneously for web, mobile, and TV, we identified users' needs in the overall products of ODK Media.
Research Key Takeaway
Browsing the popular and top content is the first action when users land on the home page
Difficult to find content that they want to watch
Basic features not available like bookmark, incremental search, and auto-play
Users' filtering demand is diversified because of their region's culture/habits
Suggest a better recommendation
Content quality and ads are the main reasons to subscribe, while free trial and price promotion are usually the payment trigger point
Prioritized features and defined the user flow
After collecting my finding, we brainstormed user flow with stakeholders to drive project priorities and product roadmap. We explored many different solutions based on the priorities.
A/B Testing between moving focus and fixed focus
We did A/B testing regarding the content list navigation and received more positive feedback about fixed focus. One of the benefits was they could find the focused area much faster than moving focus. As their feedback, we set a certain area for the focus so users do not need to look for the focused indicator from 6 ft away from the screen.
Find a way to increase ad revenue for TV app
As ODK Media is a SVOD and AVOD platform, I considered how we could seamlessly expose ads on the TV app other than video ads. I proposed the prototype that we could use the section for sponsorship advertising and marketing purposes.
Provide linear TV channels instead of exploring the content
62% of users struggle to find something to watch and frequently search for something new and unfamiliar. To resolve the issue, we implemented a linear TV channel where users watch scheduled content so they do not need to explore content.
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