ME
UX
ID
FUN
Overview
Problem
Goal
Research
Surveys
Personas
Sketching
Wireframing
Final UI
Results
What's Next
Debriefing

Next Project

Conceptual Project | General Assembly Toronto

Crave TV Events

Watch live TV programs and events anywhere, through
your Crave TV subscription packages.

The Project

Improve Crave TV’s user interface and adapt to a new live TV and program section in the Android TV app. Additionally, how might we make it easy for users to find and understand their add on subscriptions?

Final Design

New Navigation for a better user experience
Live Events on your Crave TV streaming app.
Easy to understand subscripton packages accessible through your television.
Easy to understand subscripton packages accessible through your television.

The Problem

Crave understands that the streaming market is a very competitive landscape. In order to continue being competitive, they need to move into live streaming TV, particularly with an emphasis on live events. They want the experience to be seamless and are also looking for improvements to UI.

In order to sell this idea to their customers, they want a single-page web page that explains how the live TV service works in PC and mobile (price is $4.99/mo). They also would like to see how their new video player service would work on a the android TV app.

The Goal

Create user flows for getting customer to the subscriptions page
Research how users discover content. What do they expect from this service in a live TV/event space?
Sell the idea to shareholders while also keeping the customer at the center of the solution
Adapt the navigation to a more modern approach while creating a focus on Live Events
Design a flow for discovering new content/new events

Research

Current User Flow Audits

•With the aim to discover the current paths that users find the subscription page

Surveys

•Surveys were utilized to learn about customer habits, frustrations and needs, while informing decisions on what to focus on during the design sprint.

Personas

•Developing personas with the goal of unifying the teams direction towards specific users as represented by our personas.

Current User Flow: Access Subscriptions

Our team audited the current user flow in order to determing pain points and customer frustrations for accessing the subscriptions page through the Crave Android TV app.
User Behavior:
•User gets to landing page and looks for “On Air” for live content or settings that can get them to subscriptions

Problems:
•Nav itself is not versatile and only is accessible from the top. Users at the bottom of the page will need to navigate back up or very bottom to hit the “back to top” button.
•User doesn’t know where subscriptions are accessible

Ideas:
•Making navigation bar more accessible
•Needs indication of subscriptions on landing page
User Behavior:
•User sometimes clicks down or center click to view content for a brief moment
•User continues to click right eventually towards main goal

Problems:
•Navigation is slow due to loading content through multiple sections.

Ideas:
•Navigation should avoid loading the new content while moving through sections in order to make the experience seamless.
User Behavior:
•User gets to landing page and looks for “On Air” for live content or settings that can get them to subscriptions
‍
Problems:
•Nav itself is not versatile and only is accessible from the top. Users at the bottom of the page will need to navigate back up or very bottom to hit the “back to top” button.
•User doesn’t know where subscriptions are accessible

Ideas:
•Making navigation bar more accessible
•Needs indication of subscriptions on landing page
User Behavior:
•User reaches “On Air” section and looks for subscription information
•User decides to try and watch live content airing currently

Problems:
•There is still no information regarding subscriptions or indication to what is available to the user currently.

Ideas:
•Subscription options need to be included in this section.
or
User Behavior:
•Some users will continue to the settings and profile page and look for subscriptions.
•Users eventually click on “Manage Account” as the only related option to subscriptions.
‍
Problems:
•There is no subscription section and the user still doesn't understand how to add them.

Ideas:
•More settings need to be included inside of the android TV app of Crave including subscription management.
Conclusion:
•Both endings to the user flow lead to a non-actionable non-informative page! There is no options to manage subscriptions or add them.
•This is a failure in user experience and business goals.  The user cannot pay for, or access subscriptions and the business goals of obtaining new subscriptions fails.

Current User Flow: Access Subscriptions Web Browser

Find subscriptions information and subscribe to a package in order to watch (Web)

Surveys

Our team launched a small scale survey in order to gather initial information, and develop a starting point for the project. we wanted to know:
The best features from streaming services
The frustrations with live TV
Prominent competitors and what makes their service is good
If there is a need and market for Live TV within streaming packages
Ideas on how to improve the navigation and discovery of content
What live content users want to see
Data that supports the need for investment into the TV application of Crave

Survey Results

Streaming Service Subscriptions
% of  subscriptions among participants
• 92% use Netflix which is expected as the most popular and notable streaming service currently.

• 67% use Crave. We are looking to offer additional services (like live TV) in order to turn additional profit from the already strong base of users.

• Apple TV, Prime Video and Disney+ are also prominent services among users. We researched features and UI elements between them
Why do you use streaming services?
% of participants
• Content and exclusive content are the main drivers for customers subscriptions
• 42% of participants also indicated that they would be willing to pay per view events

• 25% are willing to add a small fee to the subscription.

• We used these insights to validate the payment structures that we would be implementing.
Would you pay more for live TV and live events
What live content do you watch?
% of  subscriptions among participants
• Half of the participants have access to cable or satellite and all participants find value in some sort of live content.

• Interest in award shows, live sports, news and late night talk shows are most prominent. We utilized the results to target the right content, for promotion and marketing the live package.
83% of participants wanted access to live on air events
How do you keep informed about upcoming live on air
events or scheduled TV?
% of  participants
• Users discover upcoming events via social media and commercial content from the service.

• New content is discovered browsing through in app categories and recommendations.  

• Crave already has a TV guide style navigation and category style media organization. We can utilize the TV guide in a much more interactive way. Features like "save for later" or "scheduled viewing" could be utilized to bring the classic tv experience into the streaming service in a way that feels natural.

• The ability to schedule live events is an optimal way to get the user the best experience.
How do you find new content to watch within the app?
Per Week, which devices do you stream video from and for how long?
• Users allocate the majority of their time watching content on smart TVs versus Desktop, and mobile. A minority of users are spending 10 to 15 hours per week viewing on desktop and mobile, however we may be able to attribute these to twitch streaming and Youtube content which is outside the project scope.

• We determined that there is enough evidence to allocate resources towards the smart TV Crave application.

Personas

Based on the research results, we built up two personas to help us focus on ideal user experiences that we wanted to create. We believe that these two personas encompasses not only the new customers we want to attract, but also the girth of existing customers.
Key Characteristics

• Wants to watch exclusive content.
• Always comparing prices but knows good value.
• Needs on demand for access to content wherever he is.
• Doesn’t like traditional TV bundled packages.
Goals

• To watch the latest and greatest content.
• To have access on all his devices.
Frustrations

• Dislikes loading times slow functioning applications.
• Can’t stand cable packaging system
forcing him to pay for content he doesn't want.
• Has trouble finding shows with Netflix search and categorization.

THE 
CONTENT 
HUNTER

Matthew

Gaming Enthusiast
Biochemist Researcher at University of British Columbia, BC
‍
“It’s all about the latest and greatest”
Matthew is a 26 year old Biochemist with a job as a researcher for the University of British Columbia. Matthew lives alone and has surrounded himself with the latest technology. He is always on the move but still finds plenty of time to catch to watch his shows either on the go, in bed with an iPad or on his Android Smart TV. Matthew loves to dive deep into the lore of TV shows and analyzes every detail as he watches.
Key Characteristics

• Wants to watch exclusive content.
• Loves Blockbusters on HBO
• Wants to continue using traditional service provider
• Supports Canadian businesses
• Likes the retro system of TV guides but is looking for a modern approach
Goals

• Needs minimal decision making and options when finding content
• Likes suggestions and exploration of new content
• Wants access to streaming service features
• Needs sports and news readily available
Frustrations

• Doesn’t know what to watch sometimes
• Poor at making timely decisions
• Doesn’t want multiple streaming apps for different content
Dustin is a 35 year old  technology teacher who lives in the Leslieville area. He has a wife and two small children 3 and 6. Dustin is an accomplished teacher and a track and field coach for the high school he works at with multiple team awards under his belt. He has been working for 6 years and is making a good salary. Dustin spends his free time on personal design projects and watching TV with the family. He loves to work at home with the TV on as background noise.

Dustin

High School Teacher
Toronto District School Board, ON

“Life is about experiences and enjoying it all in stride”

THE 
NEW
OLD
SCHOOL

Sketching

After completing initial research, we moved into sketching and idealization.
Ideation: Brainstorming methods of navigation and UI elements while incorporating Live events and subscription pages.

Take aways

As a group, we decided that navigation at the left side of the screen was a more optimal user experience. Other apps, such as Disney+ are already utilizing this UI feature to create a more seamless navigation with TV remote.

We can create a subscriptions page inside the TV app, accessible from the side bar menu.

The Crave TV live TV guide we thought was a smart idea and needed more utilization. We would take the current schedule graphic and make it an actionable utility within the app.

Wireframing

Exploring User flows through the Crave TV app and finding live TV or events to watch.

First Iteration

Second Iteration

Third Iteration

Final UI and User Flow

Results

As this project comes to its conclusion, I believe we have successfully met our MVP for this sprint. My team worked through substantial research and user observation to reach a solution for the new Crave TV app navigation and features.
Integrated live events into the UI and UX of the current TV app
Re-imagined how to guide users to live content with familiar elements from TV's past.
Re-thought and streamlined user flows to new promoted content
Introduced a new subscription page in web, mobile and android TV app.
Met the business goals head on by providing KPI improvements and new user flows to a more accessible subscription page, all within the project deadline.

Debriefing

Working on the Crave TV app allowed me to take a leadership role among my peers and work with other designers to solve a unified goal. The biggest take away from this project was remote team work organization as the project was being completed during the first months of Covid.

Skills

UX Design
User Testing
Design System

Team

Myself
1 Senior UX Designer
1 Junior Designer

My Responsibilities

Working with a mentor and classmate in order to learn the process of working through a full design sprint while meeting user and business goals.

Softwares

Figma
Adobe Creative Suite

170

Hours

92

Cups of Coffee
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