Overview

Personal Highlighter is a feature that lets users to highlight and save clips while they watch videos.
As a user researcher and UX designer in the team of three UX designers, I contributed to designing and conducting in-depth interview and survey, creating a prototype, testing, iteration process

Goals/ Methodologies

Gaining user engagement and retention by adding interactive feature on Tving

To study user experiences on watching video contents
End-to-end experiences of using OTT platforms (before/ while/ after watching videos)
Behavioural patterns, pain points, features frequently used

To define user types in OTT platforms
To discover different user types depending on unmet needs

To suggest a new feature for Tving
To suggest a new feature and UI that meets the goal of the project

1. Explore

We conducted a desk research and in-depth interview to gather insights on user interactions when watching video contents on OTT platforms. The interesting finding were these:

Target users’ (Z-generation) media consuming behaviour is summed up with the keyword ‘Snack Culture/ Short-form/ Pan-Paly’.
The actions they mostly take while watching videos were: to explore/ watch/ share/ respond/ personalise/ search

2. Define

To sort user types according to their pain points, we conducted a survey. From the survey we found:

80% of users are Exploring, Participating, Viewing type.
But, only Exploring/ Watching types had inconveniences.

3. Ideate

We brainstormed the idea that may meet user needs, and compared ideas.

4. Prototype

After conducting an interview, we decided to add a feature that allows users to create clips or mark a certain time point while watching videos.

5. Iterate

We executed usability test to improve and optimise UI for the best video-watching experience.

Next Steps...

These are future suggestions for the future after launching Personal Highlighter, based on insights found in the research.

01 Top Highlights
based on data analysis

“Clipping videos is a way that enhances my viewing experience. I find that I understand dramas better when I create edited versions of drama with my favourite scenes or focus on the main storyline(…)” (P7)

02 GIF Export

“Memes are compact like short clips, which makes them easy to save and share with friends” (P9)

03 Reviewer’s commuinty
utilising personal highlighter

“I’m interested in baseball, so I share clips with other people who have same interests to talk about it. It’s an easy way to form bonds with strangers.” (P5)

Overview

The client company in delivery business wanting to gather heavy users more was wondering whether they should aim to gather more elders and strategies for it.
We estimated the expected demands for delivery service in elderly, suggested strategies to approach to elderly market to expand users. The deliverable included types of elder users, their lifestyle and characteristic.

We used Desk Research and Expert IDI methodologies to make hypotheses about elder’s lifestyle and delivery app usage. Then we validated it through 1:2 IDI and Online Survey.
As a UX researcher in the team of 3 UX researchers, I did desk research, writing questionnaires for IDI and survey, note taking interviews, data analysis, and writing a report.

Personal Highlighter

“ How can we make users engage more in OTT Platforms? ”

Overview

Goals/ Methodologies

1. Explore

2. Define

3. Ideate

4. Prototype

5. Iterate

Next Steps...

Overview