COMBINED EXPERIENCE
Video Streaming Site
UX Research
Information Architecture Restructure
X Company is an american video streaming website headquartered in California. Its platform also consists of a community of volunteers to help substitle shows on its website.
Project Duration: 3 weeks.
Role: Usability Testing Facilitator, UX Researcher
Deliverables: Interactive Wireframe Web Prototype.
Introduction
Project Brief
X Company wants to re-structure their community pages to help volunteers contribute to the subtitling community. As UX designers, we are to help X Company identify key issues on their website to help improve the user flow and potentially increasing volunteer contribution.
Background
X Company is an American video streaming website headquartered in California. Its platform also consists of a community of volunteers that helps to subtitle shows on its website.
Issue
Increase in volunteer sign-ups | Decrease in volunteer contributions
Based of statistics, there has been an increase in sign-up volunteers. However the contributions from the volunteers were still steadily declining.
Objective
To review its website and identify issues that are potentially causing the decrease in volunteer contributions.
User Interviews
Interviewing Goals
1. Discover the community
2. Understand the community
The goal is to identify user pain points encompassing the two above points.
Recruiting User Types, 6 Users, 3 Types
We had our users identified with different types to find out more about more about them.
TYPE A/B
TYPE C
Users who only watch shows on X Company / explored the community page but did not sign up.
Users who signed up but have not started contributing.
TYPE D
Users who are already contributing.
Scoping
Affinity Mapping
We consolidated our research from our participants through the affinity mapping method to derive key user insights to focus on.
Key Insights
1. Users are unclear about the roles in the community.
2. Users are unclear about the entire process of joining the community.
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User Journey Mapping
After consolidating insights from affinity mapping, we mapped out the user journey map to find out where does the user experience take a dip and at which stage it happens. From there we would scope down to tackle those stages.
Validating
1st Stage
Validating key insights from user interviews with stakeholders (Product Managers, CX team & UX team) from both the Singapore office and US office.
2nd Stage
Validating prototype solutions with users.
Measuring Single Ease Question (SEQ) Scores
Our prototype solution managed to improve the key stages we scoped in. The stages of "Understanding the Roles" as well as "Training & Verification" did not have existing SEQ scores as these information features did not exist on the current website. However, these information & features were requested by many users as it reflected during the initial round of interviews. Nevertheless, these 2 new categories received fairly high scores in SEQ ratings.
Challenges
Learning Experience
My biggest take away from this project is the importance of correctly defining the problem. X Company's UX team had a large focus on defining the problem as they normally break down the execution into different phases.
They also practiced prototyping into 2 phases. The first phase was to validate the prototype at wireframe level to ensure that the user flow is correct before proceeding on to the UI phase.