March Video Channel. Encouraging active users on one of the largest Spanish-language audiovisual culture portals.
March Video Channel aimed to revitalize user engagement on a leading Spanish-language audiovisual culture platform. As the Lead UX Designer, I spearheaded an initiative focused on optimizing content discoverability and user experience through revamped information architecture and refined recommendation systems.
Lead of UX
The primary goal was to enhance user satisfaction and interaction by facilitating seamless access to culturally relevant content. Additionally, the aim was to leverage user registrations to tailor recommendations and foster active user participation.
As the Lead of UX, my responsibilities encompassed user research, ideation, and visual design, ensuring a holistic approach to addressing user needs and business objectives.
Embracing the Design-Thinking methodology, I executed a comprehensive three-phase approach:
- Understand: Conducted extensive user research to uncover behaviors, preferences, and pain points.
- Explore: Ideated and conceptualized design solutions aligned with user insights and platform goals.
- Materialize: Executed the design vision through iterative prototyping, testing, and refinement.
Empathize and Define.
Through comprehensive web data analysis, valuable insights were uncovered:
- Average user session duration on the platform was observed to be approximately 15 minutes, indicating a high level of user engagement.
- The user base primarily comprised local and national audiences, with 90% originating from within the country. Notably, 60% of users hailed from the same city, suggesting potential for expansion to new geographic markets.
- Heat maps revealed that users frequently interacted with category and “see more” links, indicating a strong interest in accessing additional video content.
I started performing a heuristic evaluation in which I was able to assess every feature of the site based on Jakob Nielsen’s and Don Norman’s UX principles.
After that, I employed direct and secondary research methods to enhance information architecture and integrate industry best practices, improving content discoverability.
I performed benchmarking, open card sorting, usability testing of the old interface, and user journey mapping, identifying their objectives, challenges, and pain points.
Ideation and wireframing.
The open card sorting method revealed that users’ mental model categorized information into sections such as “User”, “Topics”, “My videos” and “Mood”.
The benchmarking, in which different websites of direct and indirect competitors were studied, identified different functionalities that could be applied to the product.
Heat maps revealed a strong interest in accessing additional video content, particularly in a categorized format.
This identified opportunities for improvement such as incorporating mood search, collections, tagging, and leveraging the recent creation of registered users to make personalized recommendations, allowing saving collections and favorites, and resuming a video at the exact point where it was left off.
I began making explorations using techniques such as the crazy eights, and brainstorming, and sharing ideas with colleagues and stakeholders.
Wireframes and Low-Fidelity prototypes
Once the direction for my design had been established, I began by drafting up wireframes on paper and low-fidelity prototypes to visualize design concepts and iteratively refining prototypes based on stakeholder and user feedback.
Since usability evaluations such as guerrilla testing are fast and inexpensive, I could afford several rounds.
Then, I translated design concepts into Mid-Fi prototypes, integrating features like sorting options and content filtering to enhance usability and user engagement.
I incorporated functionality to sort by Most Recent, Most Viewed or Most Rated, and the ability to filter by format, as well as integrate live broadcasts and collections, and continued testing with the people most aligned with the user-centric approach.
I also added the search by mood, a tag system, popular videos, recommended videos for you, a list by topic where you can see all the videos of a certain category, and a list with the videos recently watched by the user, using a thin progress bar that indicated the point at which a video was playing.
In the following iterations, I incorporated improvements, such as the possibility of offering other related materials to consult before and after consuming the video, and the possibility of dividing a video into chapters.
I also updated the design with more logical distributions of the content and attending to the user’s comfort, achieving improvements in efficiency as predicted by Fitts’ Law, and incorporated the changes in colors and typography that took place in the parent website.
The project yielded significant improvements, including:
- 80% increase in video views
- 25% rise in registered users
- 16% increase in live broadcast visits
- 8% boost in average viewing time per session
Stakeholders expressed high satisfaction with the site aesthetics and functionality, signaling project success.
Learnings & Next Steps.
Reflecting on the project journey, several key learnings emerged:
- User engagement hinges on intuitive navigation and personalized recommendations.
- Continuous iteration based on user feedback is crucial for sustained improvement.
- Integrating data-driven insights can drive impactful UX enhancements.
Moving forward, the following steps are proposed:
- Measure and optimize Registered User Retention Rate to ensure sustained user engagement.
- Continuously iterate on design elements to align with evolving user needs and industry trends.
- Explore opportunities for further enhancing content discoverability and user interaction.
Design: Aurelio Medina