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Adding a Feature:
Case Study
Project Overview
My Role:
Tools Used:
Project Timeline:
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Jr Product Designer
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Figma
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Figjam
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Maze
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80 hours
Project Background:
Many of us Disney+ enthusiasts have been voicing the need for more robust content regulation features. We're talking about the ability to fine-tune our kids' viewing experiences, whether that means filtering content based on specific ratings or content types. At the moment, the platform is a bit lacking in these filtering capabilities. It's like having a toolbox with a few missing tools. We find ourselves wishing for a more effective way to take charge of what our kids can access. Can't we have something that strikes the right balance between professional control and user-friendly simplicity.
The Solution
So, here's my solution: I worked on a comprehensive set of filtering options. Imagine this – you'll be able to dive into Disney+ and search for content based on TV or Movie Ratings. Plus, I'm giving you the authority to exclude certain themes or topics that you might find a bit unsettling or unsuitable. This way, you can craft a customized and well-regulated viewing experience, not just for you but for your children too.
My Design Process
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Background research
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Competitive Analysis
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Online Survey
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Affinity Mapping
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POV's & HMW's
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User Personas
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Site Map
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User & Task Flows
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Wireframes (lofi, midfi & hifi)
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Prototype
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Usability testing
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User Feedback
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Iterations
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Final Prototype
Competitive Analysis
To conduct my competitive analysis, I chose to evaluate three other leading streaming services in comparison to Disney+. This allowed me to assess both their strengths and weaknesses.
Advantages
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Vast library of popular franchises.
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Offers a family-friendly viewing experience.
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Produces high-quality new & exciting content for the platform.
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Established as the leader in streaming services.
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Algorithm-based recommendation system.
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Has global reach (available in over 190 countries)
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Offers a unique blend of current TV shows, classic series & original content.
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Offers live TV option, for users to watch sports, news & other programming.
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Partnership with major networks like ABC, NBC & Fox providing exclusive access to popular shows.
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High-quality original content (Game of Thrones, The Sopranos)
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Partnerships with other major networks, such as Warner Bros. and DC.
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Tiered pricing model, which includes ad-supported and ad-free options
Disadvantages
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Vast library of popular franchises.
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Offers a family-friendly viewing experience.
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Produces high-quality new & exciting content for the platform.
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Struggles with high cost of producing original content.
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Other streaming services are now offering original content too.
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Non-original content is subject to licensing that may expire.
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Ad-supported version interrupts viewing for the users.
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Non-original content is subject to licensing agreements that may expire.
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Original content has not yet achieved the same level of critical and commercial success as some of its competitors.
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More expensive than most of its competitors.
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Service not yet available in all regions.
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Library still more limited than some of its competitors
Survey Findings
To gain a deeper understanding of users' sentiments and experiences with streaming services, particularly Disney+, I conducted an extensive survey. My aim was to delve into user interactions, pinpoint favored features, and discover what additional features they desire.
All participants enjoy Disney+ because of their classic content and franchises.
3/5 Participants expressed the need for additional filters to enhance their search experience
All participants enjoy Disney+ because of their classic content and franchises.
Key Takeaways
The survey results confirmed my assumptions about Disney+ having a significant disadvantage compared to other streaming services due to its lack of user interaction and essential intuitive features. This often discourages users from choosing Disney+ when they can have a more enjoyable and satisfying experience on alternative platforms. Additionally, the survey highlighted the demand for customizable playlists or watchlists, an area I plan to explore further in future developments.
Affinity Map
After conducting the survey, I synthesized the findings into an affinity map to spot trends, needs, and pain points
POV's & HMW's
POV 1:
I want to design a way to enhance parental controls so that parents can decide what their children can watch regardless of the content rating.
HMW’s:
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How might we make it easier for parents to set and adjust content restrictions for their children?
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How might we improve the overall design of the parental control interface to make it more user-friendly and accessible?
POV 2:
I’d like to find a way to improve content organization on Disney+ to make it more intuitive for the user to find their preferred content.
HMW’s:
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How might we improve the categorization of content on Disney+ to make it easier for users to find what they're looking for?
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How might we improve the content recommendation system to suggest content that's relevant and appealing to users based on their viewing history and preferences?
User Personas
Drawing from my research findings, I developed two personas: a stay-at-home mom seeking control over her children's viewing habits and a tech-savvy software engineer who heavily relies on streaming services for entertainment. These personas enabled me to align my design with the target audience and better understand their unique needs and potential challenges.
Site Map
After chatting with users and crafting personas based on their input, I jumped into designing the information structure for my new feature. Armed with these insights, I mapped out a navigation journey that not only made sense but also resonated with my target audience.
Task Flow
User Flow
Wireframes & Sketches
Keeping the task flows in mind, I created preliminary sketches to visualize the implementation of movie or TV rating-based search functionality within the app. Additionally, I explored the concept of incorporating a feature that allows users to create and curate multiple watchlists to suit their individual preferences and needs.
This is something I plan on exploring in the future
Mid-fi & Hi-fi Wireframes
Creating a new feature for Disney+ posed a significant challenge as I strived to maintain a cohesive user interface that seamlessly integrated with the existing platform. My main focus throughout the design process was to ensure continuity and a harmonious user experience.
High Fidelity: Initial Key Frames
I chose to employ a blurred background for the filter screen, striking a balance between differentiation and keeping users within the app's familiar environment. This allowed me to seamlessly integrate my design with the existing framework, all while upholding an intuitive user experience.
Initial Prototype
Usability Testing
Testing Type: Unmoderated
Testing Tool: Maze
Participants: 6 People
Flows:
1. Search for a G-rated movie and exclude certain topics.
2. Look for a TV-14 rating Disney Original and exclude certain topics.
3. Search for a fantasy series appropriate for a 7-year-old and exclude certain topics.
Iterations:
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Change the look of the Movies and Series screens to look more like the Originals screen to keep continuity (suggested by mentor)
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Change the word “theme” to “Content” in order to make it clear to the users what that button or filter is for.
Priority Revisions
Changing the verbiage to convey to the user that they can search for or exclude content that touches certain themes or topics
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I changed the word “Themes” for “Content” so that users understand that the filter allows them to select or exclude content based on specific themes or topics.
Adding more visual space to the Movies and Series screens, similar to the Originals screen, to maintain visual continuity throughout the interface.
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I have reduced the number of results that come up in the Movies and Series screens in order to allow for more visual space for the category title and filter buttons.
Final Prototype
Closing thoughts
This sprint offered valuable insights into designing and expanding an existing product. Adhering to the established UI and creating a seamless design that resonated with users proved to be the most challenging aspect. Through this process, I have gained a deeper understanding of the needs and preferences of streaming platform users. Their feedback has played a crucial role in identifying areas for enhancement and shaping my design solutions. Overall, this research underscores the importance of user-centric design and the continuous integration of user feedback to drive improvements and ensure Disney+ remains responsive to the evolving needs of its users.
Next steps
The research process for this project revealed a significant user interest in the ability to create and manage multiple playlists within the platform. Although I primarily focused on designing a specific feature, it has sparked my interest in exploring the design of a customizable watchlist in greater depth in the future.
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