Cross-functional collaboration
MVP
Extensible design
From Endless Scrolling to Streamlined Selection: Tackling Decision Fatigue in Streaming Services
My role
Product Designer
User research, ideation, user flows, wireframing, usability testing, design system, design handoff, design review
the team
Product design (1)
Product management (1)
Engineering (2)
Duration
8 weeks; Remote & cross-time zone
CONSTRAINTS
This project presented an exciting challenge due to the diverse experience levels within our team. To ensure success within the given timeframe, we strategically prioritized features, taking into account both technical limitations and restricted API access.
Imagine the end of a long day after juggling work, kids, and household chores. It’s 9 p.m., and you’re finally ready to unwind. But instead of watching TV, you dive into Netflix and start scrolling.
And Scrolling.
This Journey Sounds Familiar Doesn’t It?
That’s the day-to-day life of millions of streaming service customers.
KICKOFF
Without pre-existing insights, I partnered with our product manager to explore and validate how users are facing this problem.
Research shows users spend an unfavorable and increasing amount of time choosing content:
In 2023, the average viewer spends 10.5 minutes searching for content to watch every time they decide to watch something, compared to 7.5 minutes in 2019 (source: Nielsen).
Users recognize their decision fatigue and seek a solution:
In a survey we conducted with 21 participants, we found,
90.5% of users felt “there are too many options and it’s overwhelming to choose”
76.2% of users “get stuck scrolling and never commit to anything”
95% of users find it at least somewhat difficult to decide on something to watch.
These findings supported our goal of developing a solution that would help users overcome decision fatigue and streamline the content selection process.
Solution
In an era of endless options, WatchBuddy simplifies streaming by offering a user-centric approach to content discovery. This innovative web app leverages AI and empowers users to effortlessly find movies and shows they'll love.
how we got there
Solving a complex solution for a multifaceted problem meant gaining a thorough understanding of user pain points and behaviors. I conducted 5 user interviews to gain a deep understanding of user pain points and behaviors. A recurring theme was the frustration with:
Unlimited Choice: Users felt overwhelmed by the vast library of content, making it difficult to find something to watch.
Irrelevant Recommendations: Generic recommendations often missed the mark, leading to users feeling like the service didn't understand their preferences.
Unhelpful Content Descriptions: Vague descriptions didn't provide enough information to make informed decisions and unwanted effort was put into researching movies and shows on IMDB, Reddit, and Rotten Tomatoes.
The Goal: develop a simple tool that streamlines user decision-making by recommending a pre-selected amount of movie titles that are relevant to their tastes.
These insights and questions guided the next steps in our process.
I brainstormed a list of features, and as a team, we prioritized them using an Impact x Value matrix, assessing each feature based on its potential impact on user experience and feasibility of implementation. We identified several features that promised high user value with relatively low effort, guiding our development strategy effectively.
In retrospect, the features we planned were overly ambitious for the time we had, but the benefit was having an action plan in place and being a step ahead of developers. By prioritizing the core functionality of the product in the user flow, we were able to ensure solving the user problem well first (highlighted).
Simplifying a complex decision was much more challenging than I thought. Inspired by a Youtube to mp4 converter outage web app called Dirpy, I discovered that one-stop solutions can help us in a few ways:
Minimized clicks and friction:
Having a centralized platform to achieve a solution without the bells and whistles of “getting started” or “signing up” decreases the barrier to entry.
Intuitive navigation and reduced cognitive load:
UI can benefit from a clear and uncluttered interface that minimizes the mental strain associated with finding content.
Seamless content discovery and reduced need for external tools:
One-stop downloaders eliminate the need to switch between platforms. Our solution can offer similar benefits by integrating content discovery tools (e.g., synopses, reviews) directly within the interface. This reduces the need for users to rely on external platforms like review sites, streamlining the content selection process.
During the project, we debated whether to create a web or mobile app. Despite one developer’s preference for a mobile app, user research revealed that while users watched content on TVs and laptops, they used their phones to research ratings, trailers, and reviews on sites like Reddit, IMDb, and Rotten Tomatoes. Given this behavior, a web app made more sense for immediate accessibility and integration into users’ habits, avoiding the need for a separate download.
We prioritized developing the mobile viewport first, aligning with user behavior and time constraints to ensure ease of access and a seamless experience. This approach balanced practical considerations with user behavior, providing a valuable solution for streamlined content discovery.
Sketching and planning
The primary challenge involved integrating multiple sources of user input into an interface that minimized pages while avoiding clutter on mobile screens. Since users are already fatigued with the idea of choosing content to watch, it was important to make this design as simple and high-value as possible.
After presenting these options to the team, we collectively decided that Option A provided greater flexibility and scalability. This choice allows users to swiftly and freely adjust their preferences without the need to navigate through additional pages or calls to action (CTAs).
Testing & ITERATION
21 participants tested our mid fidelity frames in unmoderated usability testing which validated the overall usability of the platform, but improvements needed to be made regarding the displayed information for each recommendation.
The Good
Intuitive, ease of use score 4.3 out of 5 (1 being difficult, 5 being very easy)
Where We Can Improve
In the original design, each recommendation included a movie title poster, streaming service, rating, synopsis, and summary of audience reviews. Presenting the user with adequate information without overwhelming their cognitive load was challenging so with the next round of usability testing I included the % similarity rationale and limit tested the length of each category description.
Keeping the product user-centric is crucial to its success, and user feedback is invaluable. However, we encountered our own “paradox of choice” while developing our MVP. Our goal was to simplify the user experience by decreasing the number of choices. Yet, user feedback indicated a desire for more options. This led to debates within our team about whether to listen to user feedback and add more choices or to stay true to our original vision of solving the problem through simplicity.
The Problem:
Our Solution:
In order to account for the expected-unexpected user scenarios (aka edge cases), I proactively designed a few screens to handle potential bugs the backend developer was encountering. Although these screens couldn’t be implemented due to time constraints, having them ready significantly enhanced our product’s preparedness.
Given limited development resources and a tight deadline, I collaborated closely with the front-end developer to prioritize design elements for implementation. I utilized a “hot potato” approach for the handoff, which fostered a dynamic workflow and allowed for rapid iteration and feedback, ultimately leading to more timely and effective project completion.
Through 3 iterative design reviews, we were able to significantly improve the initial design (shown below) to a more refined version that launched on time:
Original Design Implementation
Most Updated Version
While the final product didn't perfectly align with my initial design, the experience provided valuable insights into the development process. I was able to collaborate effectively with the team to make meaningful improvements and ensure the final product met key user needs.
The impact
Initially, I intended to measure the time it takes for individuals to select something to watch on streaming services through an observational study. However, limited time and resources prevented this. Conducting the study remotely presented challenges in physically recruiting and observing participants and creating a neutral environment where participants wouldn’t be influenced by knowing the study’s purpose.
Despite these challenges, we gathered valuable insights and feedback from users that demonstrated the effectiveness of our solution.
reflection
Being presented with technical constraints and having to make unforeseen tradeoffs put me in a position where I had to rapidly think of alternatives that were achievable for our developer. Adaptability and being focused on our goal helped me stay on track to have a successful product launch.
During the design process, there were instances where team discussions strayed from the core user needs. By communicating the rationale behind my design decisions and reminding the team of our user persona's pain points and behaviors, I was able to refocus the discussion on user needs and ensure a user-centric outcome for the product.
This project solidified the importance of proactive risk assessment and management in product launches. While unforeseen challenges are inevitable, early identification and planning can mitigate their impact.
For example, developers can bake in buffer time during development to address potential bug fixes or unexpected technical hurdles. As a designer, I should incorporate user research flexibility into the design process. This could involve building in time for usability testing with a variety of users or creating design elements that are modular and adaptable to address potential usability issues.
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