Project Brief
Optimizing the user experience of group viewing for India’s leading digital entertainment platform for mobile - hotstar
The Problem
In a geography like India, digital streaming services and OTT platforms are often shared and viewed in groups. A user research study highlighted a new feature requirement for group viewing experience.
Responsibility
Lead UX Designer
The Process
Discover --> Define --> Design --> Measure
Persona
A series of personas were identified across the target audience. Below is one of the persona identified for traveling working couple.
Persona overview
Rishi and Kiran usually unwind in the evening by watching shows together on Hotstar. They follow a popular TV series for the last 5 years. This is their favorite TV series. Rishi is very excited to watch the season finale of their favorite series next week along with his wife Kiran. Unfortunately Rishi is going to be travelling for work in that week and they will be in different cities.
Empathy Mapping
T
This technique helped in creating a shared understanding of user needs and aided in decision making during the requirement review process.
Say
Think
Do
Feel
Low Fidelity Wireframes
Theatre room
High Fidelity Wireframes
Customer Journey Mapping
An exisiting application customer journey helped in
Identifying customer pain points. This helped in priortising the areas of increased in customer engagement.
Group viewing experience
Outcomes
Contextual
Contextual categories based on usage
Sticky
Transformed the UX to be a highly engaging, optimized and intuitive
< Minutes
Revised flow for user to spend more time using the app
