How might we effectively engage PMEB users on the meWATCH platforms when local programmes are gaining less traction?

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.

Our Impact and Reach (2M+ Users)

Responsive web, mobile apps and TV platforms (Apple, Android, CTV, ATV) revamp were released to the public

Between end of 2018-2021, the meWATCH team in MediaCorp went through a massive UX revamp across multiple platforms with the intended end goal of improved users' adoption among PMEB (Professionals. Managers. Executives. Businessmen) users.

Unique Challenges

1. Non-matured UX culture
2. Lean UX team
3. Internal stakeholders resistance to change
4. UX coherency across 7 different platforms
5. Established impression on local entertainment platforms

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Beyond the entice of programmes, how might we leverage on an improved UX to promote users' adoption?

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In the midst of a competitive OTT market, I seek to work with the UX research agency and PMs to identify core strategies to uncover unmet critical pain points and key value proposition.

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Aligned the business goals across functional teams within meWATCH

A discovery workshop was conducted to establish an understanding of the core business goals across the teams. This was aligned in retrospective of the UX team's key metrics.

Moving beyond the initial impression to a stronger value proposition

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Developed a holistic research strategy which encompasses users and market

The crux of the research discovery phase was carefully planned to ensure we tapped into the true understanding of users whilst discovering opportunities for innovation.

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Why PMEB Users?

Identified user group with spending power and evolving expectations

As local programs are losing traction among the PMEB users, we are keen to examine this trend and identify key attributes that shapes PMEB users' behaviours. With the growing demand in entertainment platform, it evolves PMEB users' demand on more intent aware interfaces and exploratory users' empowerment with authenticity.

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Learnings from discovery research

1. Complex navigation results in a disruption in content discovery and continued viewership

These top critical navigation issues are related to core functions within an entertainment platform. Participants who were frustrated by the experience shared that they will choose to drop off.

IOS usability test results (Conducted by our partner Netizen Research)

Android usability test results (Conducted by our partner Netizen Research)

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2. Personalisation of thumbnails to users' preferences increases the chance of engagement

Eye tracking studies were performed on participants to observe where their visual focus were on during the first launch of the application. (5 secs tests)

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3. To encourage account registration, it is critical for users to be recommended the right programmes

User surveys were also published to both meWATCH and non-meWATCH users to uncover the motivation behind account registration and premium programs sign up.

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4. Users prefer to be recommended with the right programs during predominant usage with minimal disruption during work

The entire course of the users' journey were captured with synthesis of user interview insights to discover when's the optimal time period to notify and recommend users with the right programs.

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5. Visual noise, irrelevant recommendations and non-intuitive video experience - Consistent pain points identified in user interviews

Besides, other pain points were elicit from user interviews to streamline key attributes to be tackled in our design solution.

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6. Usability ergonomics and design intentionality were examined in competitor studies

Note: The competitor studies is a consolidated 100+ page report across OTT platforms. The following are snippets from the studies. Due to confidentiality, full disclosure of the competitor studies will not be shared.

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How might we...

Empower PMEB users to intuitively navigate the app for discovery and retention?

Overcome the paradox of choice and ineffective randomised recommendations with personalisation targeted to each user?

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Our vision: Effectively support users during the life cycle of usage to encourage continual discovery

The user journey were examined with a comparison between the mapped as-is journey VS the to-be optimal journey.

Bridging from As-Is user journey

Towards the To-Be user journey

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Pivot towards a desirable modernised product which inspires and engages users

Before deep diving into the design ideations, I explored multiple visual mood boards inspired from OTT platforms and modern UI trends for inspirations.

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The final solution: Beyond initial discovery towards personalised engagement

Integrating the user experience with the to-be desired user journey we aim to achieve.

Why focus on mobile?

• Highest user base
• Mobile 1st approach
  

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A. Onboarding Experience

Develop users preference awareness for effective recommendations.
Note: This was an experimental concept that's designed for the case study.

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B. Define First Impression

We adopt a minimalist approach in design to reduce visual noise.

Learning from eye tracking studies on the influence of personalised visuals we introduce the following...

• Thematic banners featuring seasonal programs
• Genre centric banners for quick discovery
• Snippet preview of movie trailers (An experiment that's not implemented) 

Card sorting was conducted within cross functional teams in meWATCH to define the final information architecture

Terminologies of access point were defined from the card sorting exercise as well.

Below are snippets of some of the card sorting data. Full analysis will not be disclosed on the online site (Analysis was led by the UX researcher within the team).

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C. Drive Viewing Decisions

Provide user control by supporting options for possible predictive behaviours in home page and item details page.

Note: This design was not implemented due to budget limitations in customisation of the OOTB functionality. However, the core functionalities are retained in item details page.

Support quick navigation (UT top issue) and position critical elements within view for optimal experience (Competitor studies)

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D. Video Experience

Explore users' natural interactions with the interface complying with usability ergonomics for a comfortable viewing experience.

Crux of user experience defining majority of users' time consumption on the app

• Postural usage ergonomics considerations (Sitting, lying down, standing etc)
• Examining usage situations and it's impact on ergonomics

An in-depth study of OTT video player fundamentals was developed to examine all usability aspects inspired from reputable OTT platforms

Below is just a snippet of the study. The full study will not be disclosed on the online site.

Adopting the learnings from usability test studies, we explored ways to empower intuitive navigation within video player

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E. Continual Discovery

Empower personalised engagement through customisation and search.
Note: Search has been implemented. However, "For you" is an experimental concept which requires significant technical investment in time and effort.

Learning from user surveys and interviews on the significance of personalisation on users' engagement, we empower users to choose their preferred personalization

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Beyond mobile app to other digital platforms for a holistic cross-platform experience
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This was a long project which encompasses numerous red-tape approvals before launch. To embrace a UX mindset, we look forward to include stakeholders in future discovery sessions to learn more about objective justification of design choices.
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Note: Designs for other platforms is not shared in this online case study to keep it concise and targeted as mobile apps are most commonly used in viewership.

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Learnings from the imperfect process

Despite the numerous red tapes there's a few learnings inspired from the imperfect process which includes industry case studies to walkthrough with C-suites stakeholders as a basis to inspire actions and spur discussions. Beyond UX, cross-functional teams alignment was pivotal to the success of the official release to ensure business units concerns are addressed to achieve the overall ROI.