Discovery Module for TeliaPlay
Client Case at Technigo
Date:
Nov, 2023
Client:
Teliaplay
Duration:
1 week
Problem
Telia Play users are not utilizing the "My List" feature effectively. While they frequently add content, they rarely return to watch it, resulting in low engagement.
They approached us with a request to reimagine and improve the My List feature to address this issue. The goal was to identify solutions that would not only make the feature easier to use but also inspire users to actively engage with and enjoy their saved content.
My main insight
When I looked at Telia Play’s problem of people not watching content in 'My List,' I realized the actual job to be done: users need to discover content that interests them enough to return to 'My List' and watch it. The job wasn’t just about improving 'My List,' but about ensuring users could easily find content worth saving.
Picthdeck:
Tools:
Used during the project
My role:
UX/UI Designer
Participated in all project stages
Led prototyping in Figma
Designed the pitch deck
Team:
5 UX Designers
Problem:
Telia Play users are not utilizing the "My List" feature effectively. While they frequently add content, they rarely return to watch it, resulting in low engagement.
They approached us with a request to reimagine and improve the My List feature to address this issue. The goal was to identify solutions that would not only make the feature easier to use but also inspire users to actively engage with and enjoy their saved content.
Solution:
We improved the Telia Play experience by adding a "Discover Module" that helps users find interesting content through auto-play videos in the landing page and when entering a title. We also redesigned the "My List" button, its location and the page to make it easier to find, use and be more interactive.
Problem
Telia Play users are not utilizing the "My List" feature effectively. While they frequently add content, they rarely return to watch it, resulting in low engagement.
They approached us with a request to reimagine and improve the My List feature to address this issue. The goal was to identify solutions that would not only make the feature easier to use but also inspire users to actively engage with and enjoy their saved content.
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Key Methodologies
We used the Double Diamond Method.
The methodologies we focused most on were:
- Competitive Analysis:
Examining similar features on other platforms, like Netflix.
- User Flows:
Mapping out how users navigate the platform and interact with features.
- Low-Fidelity Wireframing:
Creating basic layouts to visualize the new features.
- High-Fidelity Prototyping:
Developing detailed prototypes for testing the redesigned elements.
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Why is this important?
"My List" is crucial for Telia Play because it directly impacts user retention and engagement. When users actively use "My List" to save content, it creates a personalized experience, encouraging them to return to the platform more frequently. The more a user interacts with the feature, the more likely they are to stay engaged with Telia Play over time, reducing the risk of churn. By increasing the usage of "My List," Telia Play can get a deeper connection with users, driving them to explore more content, which ultimately boosts platform loyalty and long-term retention.
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Solution
We discovered that users needed to find interesting content to appreciate the value of the "My List" feature. To solve this, we redesigned the user experience by adding a "Discover Module," inspired by Netflix.
This new module makes it easier for users to see and explore content through auto-play videos, catching their attention and encouraging them to check out what they’ve saved. We also improved the "My List" button by changing its design and location, making it easier for users to access and use, so they can engage with their saved content more effectively.
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Key Challange
Autoplay Video Testing:
Autoplay videos are a popular feature among competitors, but due to time constraints, we were unable to conduct user testing to understand Telia Play users' actual preferences. Gathering user feedback would have been invaluable in determining how users feel about autoplay trailers and what might be missing to create a discovery module that could potentially outperform competitors by integrating more user-centric insights.
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Result
Before the solution, we estimated that Telia Play had a user engagement rate of 30%, with 10,000 users actively using the "My List" feature. After implementing our solution, we estimated that the user engagement rate increased to 50%, and the number of users actively using "My List" rose to 15,000.
Summary of Results:
- The estimated user engagement rate increased by 20%.
- The number of users actively using "My List" could increase by 50%.
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