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We started this project right after Disney Plus came out. Several people in our team were complaining about how bad its user experiences is comparing to Netflix. So we decided to explore the opportunity to re-design the desktop version for Disney Plus.
* Being aware of the demographic of participants our team has access to, we set the scope of this project to college students. Thus, we also examined the usability and user validation based on college student's point of view.
I led design workshop and discussions with 5 users of Disney Plus. Through an overview and design critique together, We quickly identified problems in homepage. we find out that there are inconsistencies in the labeling, organization and search. Many shows are difficult to find using the current IA system.
I used Optimal Workshop to conduct a Closed Card Sorting test and only tested people who were unfamiliar with Disney+.
We asked user to place the movie into the Category that Disney Plus came up with, so that we will be able to see whether Disney's label is correct and understandable to users.
Result:
We identified that user have problem when we ask them to find specific shows.
We asked participants to complete three tasks. The order of tasks was also set to random, so the results would show less bias from a learning curve.
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Result:
We look at 5 major competitors to Disney Plus to learn from their UX and information architecture design. So that we can get a basic standard for streaming services UX design, and improve over other's weakness.
From the analysis, we learned that:
We grouped our users into two groups, because these 2 type of user have different user behavior, and strategy to attract the user is different. The first type is people who is not familiar with Disney content. And the second type is people who subscribe for certain Disney content.
24 years old
Not familiar with Disney Content
🎯
Find Interesting shows while browsing and explore all contents.
😣
Carousal labels don't make sense, and there lacks information on some shows.
21 years old
Familiar with Disney Content
🎯
Able to find specific shows, and easily return to an unfinished video.
😣
Her watchlist is unorganized and search function doesn't give her what she wanted
For everyone to see the changes we made, I learned to record everything I though and I changed on to our Figma file. It is important when working remotely to let you teammates to see what you have done in the most easiest way.
We hold 2 online workshop with 4 other groups of designers. One thing I learned is that we need to think about what Disney want when they designed the current product? and When we made the design changes, how to align with the business goal and branding?
Indicate user about the carousel while align with Disney's branding by adding "Micky Head" as carousel indicator
During out user testing session, we find out that user often find it confusing and lost because they don't know how many shows are in one carousel. We decided to add carousel indicator.
Promote Orignal Shows in Navigation bar, adding label to the original show's cover card, so user can easily distinguish and understand the meaning behind "original"
We first recognize the usability issue during our card sort testing. Users misunderstand the "Original" shows. Users thought that Disney classic such as Cinderella, Micky Mouse are Disney Original.
Here I will show my part of the design. We did a whole re-design to address all discovered IA and UX problems. I am in charged of re-designing for Organization System, Labeling System, and Navigation Bar with High-Fi prototype demonstration.
Users mentioned that they don't like using the left-right arrow button to control the carousel. So I decided to add a expand button where user can view all content in a single carousel at once. However, during our user testing, 40% user felt natural instinct to use the left-right arrow to control carousel. So we end up keeping both design.
The original design of Disney Plus put search into a page. However, when we conduct the user testing, we find out that user often use this function, and it would be better if they can always access search from the Navigation bar. By moving search out of a page, we reduced 1 extra step for user to take every time they want to search something.
We also make Explore its' own page, since some user mentioned that they like this function. We break up the Original design where explore doesn't have categories. Now user can have a better plan for exploration.
