iOS Experience Improvement
@Walmart - VUDU
Type
Work Project
My Role
End to End
Product Designer
Time
10.2019 -
01.2020
Team
Project Manager
UX Researcher
Engineer: iOS team (4)
BACKGROUND
I'm leading the mobile-based designs including but not limited to the following 3 projects.
Each project is listed simply in the sequence of "problem", "solution", and "impact".
If you are interested to discuss the design process, feel free to reach out. I'm happy to walk it through with you.
1st Project - Detail Page Redesign
DESIGN PROBLEM
Following are the challenges the users facing on the current product:
Busy Information Hierarchy
A lack of visual focus and no major action buttons.
Visual Overload
Users lose focus on the overwhelming text and visuals.
DESIGN OPPORTUNITIES
Improve information hierarchy design
Simplify visual layout
PROJECT GOAL
Improve user satisfaction
Grow user engagement
DESIGN SOLUTION
Improve Information Hierarchy Design
The simple and clear layout helps the user to quickly understand the content of this TV show. Increase the visual image which dynamically changes based on the different ownership status of the content.
Episode Layout Exploration
The Following are the 4 ideas of episode layout, the testing result showed that Idea 4 significantly more eye-catching and logical.
Improve Visual Layout
Simplify the layout based on the testing result. Redesign the UI components with different visual treatments.
Scalable Design This design can adapt over 4 use cases.
DESIGN IMPACT
We launched the new detail page. Following are the testing results:
-
User satisfaction rate increased by 24%
-
Detail page view increased by 10%
2nd Project - My Lists
DISCOVERY RESEARCH
Over 30% of our users have more than 50 titles.
A lot of users request a personalized list feature. Following are some selected user feedbacks:
" I have over 350 movies on Vudu, so scrolling is really not a viable option."
" I would love the ability to group movies into sets and manually title them, so they show in the desired order "
Over 64% of our revenue comes users who own more than 50 titles
These are the most valuable users to Vudu. Introduce the personalized list feature will have the following impacts:
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Grow user engagement
-
Help user have an organized library
-
Grow revenue
To have a deeper understanding of the user's goal, I worked with UX researchers to launch an online survey via SurveyMonkey. Based on survey responses from 660 "Power User" (Vudu users with 50+ titles in the library)
Top reasons for asking the "list" feature:
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To easily find titles
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To create personal groups of titles
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To reduce clutter / look organized
DEFINE THE PROBLEM
Following are the challenges the users facing on the current product:
Hard to Find the Movies
It's hard to browse among hundreds of movies/TVs on a mobile screen.
Not Personalized/Organized
Movies/TV are neither recommended to users by their preferences nor listed in the organized sequence.
DESIGN OPPORTUNITIES
Create new list
Quick add to list
Easily browse list & content
Manage list / Remove content
DEFINE THE GOAL
Increase high-value user retention
Grow user engagement
Grow revenue
DESIGN SOLUTION
The goal is to empower users in organizing their Movies/TV in any way they like. Meanwhile, give users more control over their content and viewing experience.
Create New List
Add to List from Detail Page
Easily Browse List & Content
Manage List and Remove Content
DESIGN IMPACT
We launched the list feature and the 1st-week results:
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93,000 users created a list
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310,000 lists were created
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5,900,000 titles were added to lists
This project achieved 15% adoption rate in the 1st-month.
3rd Project - Download Redesign
DESIGN PROBLEM
Following are the challenges the users facing on the current product:
Not Organized
This page is mixed with episodes, TV and movies
Lack of Related Information
Download related information like file size, quality, etc, is missing on this page.
DESIGN OPPORTUNITIES
Organize episode download
Improve information design
PROJECT GOAL
Improve user satisfaction
Grow user engagement
DESIGN SOLUTION
The goal is to help users better organize their download movies/TV and easy to locate the title.
IMPACT OVERVIEW
After we launched several design improvements on the iOS platform, we improved user engagement and increased user satisfaction.
The APP Store ratings increased from 2.9 to 4.7.
The positive reviews increased from 36% to 54%:
"Lists are definitely one of the best things Vudu has going for it!"
"I'm happy being able to access my collection at my demand. Keep doing the good work."