Stream+
Product
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Mobile app design
Category
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Streaming / Mobile app
Design Process
- Competitive analysis
- User surveys and one-on-one interviews
- Personas
- Site map
- Low-fidelity wireframes
- High-fidelity mockups and prototypes
- UI kit
- Findings- Conclusion
Overview
Cable TV’s market share has declined in the face of increasing competition from Netflix and other streaming providers. With each service offering unique content, customers find it hard to resist subscribing to multiple services, leading to high costs and difficulty keeping track of what is available on each platform. The rapidly changing licensing agreements for TV shows and movies makes it hard for customers to know what to watch, adding to the confusion. Cancelling subscriptions can be confusing and intimidating, putting customers at a disadvantage.
Problem
- One problem is that the customers have to deal with various subscriptions with different start and cancellation policies.
- Customers have a limited understanding of what they are paying for.
Goal
Research
- I started my research by studying if there are similar apps (competitive analysis) in the market to understand how they tackle related issues.
- A total of 100+ user surveys were conducted to get an understanding of customer expenses and pain points.
- Also, I conducted one-on-one interviews with users in order to gain insight into their experiences and identify the specific needs the app should address.
Findings
- There is no direct competition in the subscription management space, but there have been various attempts to provide programming guides.
- The average user has 3 paid subscription services per month.
- Users expressed a wide range of concerns, from not understanding what they were paying for to wanting better management of their subscriptions.
- Many users often find themselves paying for a subscription service they don’t use, whether it’s due to forgetting they subscribed or not being able to find the time to watch the content. This can lead to wasted money and a feeling of frustration. Additionally, it’s not uncommon for users to subscribe to a service to watch a specific show or movie, and then forget to cancel the subscription once they’ve finished watching it. This can add up over time, resulting in a significant amount of money spent on services that are no longer being used.
Persona
Site map
The high-fidelity prototype will focus on three main task streams, as informed by surveys and interviews:
1. Onboarding and registration
2. Management of subscriptions (subscribing and unsubscribing to services)
3. Programming and search-related functions.
The site map provides a framework and the user insights collected will guide design decisions in the future.
Wireframes
Hight Fidelity Wireframes
Conclusion
- Initially, I thought the app would only need to offer the ability to pause and restart subscriptions, but during the research process, it became apparent that users required additional information to make informed decisions..
- When sensitive information – such as credentials for other accounts – was shared, people became suspicious. Further doubt was created by the app’s own promise of reducing bills. In order to address these fears, the app needed to provide explanations and support options on key screens.
- There are many different ways that people search for content to watch, and if those variables are available for filtering purposes, they would prefer more, not fewer.
- Originally, my intention was to present data as-is in the “viewing reports.” However, users expressed a desire for the reports to provide actionable information. For example, if the issue is potential waste of money, people wanted the app to tell them what action to take to save money or make the most of what they had.
Thank you for reading
