UX/UI Case study: OTT platform
1. INTRODUCTION
OTT Platforms have seen an exponential growth since the outbreak of COVID-19 pandemic. With people confined to their homes during the pandemic, OTT platforms has become the daily dose of entertainment and a major game changer in the field of media.
Show Time is a subscription based online streaming service which can be used to watch movies and TV shows without any commercials. Viewers can also download movies and TV shows on their device and watch without an internet connection.
2. ROLES AND RESPONSIBILITIES
I was the sole UX/UI designer in this project.
Responsibilities: User Research (Interviews, Personas), Secondary Research (Competitor Analysis), Ideation, Wireframing and Prototyping, High Fidelity Design and Testing.
Duration: 2 months (February 2022-March 2022)
3. DESIGN PROCESS AND USER RESEARCH
I followed the concept of Design Thinking: Empathize, Define, Ideate, Prototype and Test.
I conducted interviews with 4 users and asked them the below questions:
- Are you using any OTT platform?
- What features do you feel is the most important for these kind of platforms?
- What are the pain points you experienced?
4. USER PERSONAS
The personas were created based on secondary research, exploring the existing OTT platforms and interviewing my friends and colleagues who uses OTT platform.
5. COMPETITIVE ANALYSIS
I conducted a competitive analysis to identify the strengths and weaknesses of the products which are currently in the market in this domain. I considered Netflix, Amazon Prime and Hotstar as my competitors. Also I tried to address the most common problems that users face and found a solution to them.
6. PAINPOINTS IDENTIFIED
- Need to search online and watch trailer for any show/movie.
- No separate tab for movies that are leaving soon.
- No filter to select movies based on ratings.
- Auto renewal process is frustrating.
- No history menu.
- No relevant suggestions and time consuming to search movies based on preference.
- No feature to control volume in the player window.
- Absence of episodes list for TV shows.
- Difficulty searching older movies.
7. GOALS
- Rating a movie on the player window at the end of the video.
- Including trailer for all TV shows and movies.
- Include a separate menu for movies that are leaving soon.
- Include a separate menu for movies that are coming up.
- Able to sort movies by Year.
- Separate tab for history and being able to clear them.
- Filter movies based on IMDB and Show Time ratings.
- Easily able to skip episodes on TV shows.
- Able to enable/disable auto renewal process.
8. SOLUTION
Information Architecture
Low Fidelity Wireframing
High Fidelity Wireframing and Prototyping
9. CONCLUSION
On the whole, this project was a very challenging and amazing experience for me. The most interesting part of this project was building wireframes, low fidelity and high fidelity prototypes. I tried to improve my existing design after conducting usability studies and feedback from users.
THANK YOU FOR READING!!
