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For the purpose of the online portfolio, confidential information had been obfuscated. The views represented in the portfolio is not representative of the meWATCH team.
A collaboration with PRISM+ to introduce meWATCH on Android TV platforms
Between end of Aug 2020-2021, the meWATCH team in MediaCorp ventured into the design of a completely new platform. The genesis of the design was based on the usability testing on existing TV platforms to spark initial insights for ideations.
A remote workshop was conducted to re-establish stakeholders understanding of users' insights and core usability challenge in UTs conducted by our partner Netizen Research:
As we delved into the design of a new platform, the basic ergonomics were carefully examined to ensure we deliver optimal experience tailored to TV interactions.
Fundamental navigation principles were examined together from the perspective of remote control's navigation and easing motion for a fluid navigation experience.
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As the ATV design was initiated during time of COVID, a remote workshop had to be conducted via ZOOM to realign stakeholders on our current CTV platform. Although the ATV platform was pioneered from ground 0, we wanted to leverage on the lessons learnt from CTV to help further reframe and fine tune our designs for ATV.
Below are snippets of the evaluation, the full studies would not be revealed online to keep confidentiality. These were evaluated alongside other product and UI designers to consolidate our findings via a shared document.
Empower PMEB users to intuitively navigate for content discovery optimising for projection from a distance?
Provide a seamless cross-platform integrated experience as an ecosystem?
As users venture across the different touch points within the TV platform, we seek to unify the experience gaps with smooth navigation and enclosed loops for tasks that could not be executed on TV platform.
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The first impression provides the definitive kickstart to the experience of usage. Home page was intentionally designed with attractive banners and clean presentation of single content rail for initial discovery. The aim was to provide a cinematic experience upon first view to entrance users towards continual exploration.
Clear content identification is king in OTT platforms! Effective metadata needs to align with users' mental model of search and discovery. The UX and product team worked alongside with the content team to establish the global rules for standardisation of display format across various program types. Below are snippets of the documentation.
As users select a program, we seek to support different possible cause of subsequent actions with options to preview with a trailer or watch later from "My List".
Besides the design, we explored different possible presentation states for varied use cases and programs in the UX documentation to clearly communicate with developers on the intent of implementation.
As users spent the majority of their time on watching programs, the interactions on video player was pivotal to the success of the overall user journey. Leveraging the learnings from competitor studies, we present all controls out front for ease of access with quick preview during thumbnail seeking to provide more accuracy in forward and rewind.
Programs are paused to ensure minimal disruption during switch of episodes and seasons. The thumbnails and CTAs are designed with visual prominence to ensure legibility when interacting from a distance.
Search on a TV platform could be a potentially cumbersome experience with the limitations of hardware input provided. We aim to iron out the inefficiencies with:
To bring to users' attention the current programs that's showing live, the "ON NOW" program will be focused at the top for a prominent focal point of view. We too take into account possible course of other users' actions providing options to "Watch On Demand" with indication of more episodes available.
Actions which could not be completed on TV platforms will be re-directed to web/mobile for task completion.
Despite being tasked with the design of a completely new platform, study of prior practices had helped to ease the learning gap within the team. To ensure we design optimally for our end users, we deep dive into the basics of Android TV and examine the lessons learnt from current TV platform to replicate good design practices and benchmark beyond current implementation. Challenges of context of use and physical environment were carefully examined to ensure the UI is crafted with the intent of projection from a distance.
