UX/UI DESIGN
DREAM CATCH | SYZL KITCHEN RENTALS | APPLE TV+
Apple TV+
Scope:
App evaluation
Customer research
Content analysis
Role:
Research
Duration:
4 weeks
01 PROJECT OVERVIEW
In search of the right answers we should ask the smart questions
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Apple TV+ one of the biggest internet streaming service providers wants to understand why certain customers scroll through the content for a long time before choosing a show. It wants to analyze the barriers encountered by viewers that prevent them from choosing the show faster, ideally under 5 minutes.
Working with a group of 3 researchers, we will use generative research techniques to explore the decision-making process of different viewer groups to better understand their challenges and find a way to improve the platform’s design, display content, and show selection.
Currently too many people spending more than 15 minutes on average before startng time or a new show. This research was conducted with the goal to identify the core problems and eventually find solutions.
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​This problem statements are based on 3 interviews conducted with Apple TV customers in the last 2 months.
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As a record shows there are a few major obstacles that prolong the search time and interface deficiencies that make it difficult to use.
02 PROBLEM STATEMENT
My part of the research was to plan and execute user interviews. I structured the questions in a way that allowed me to investigate the following topics:
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Understand how users are currently searching for shows on AppleTV+
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Discover viewers’ motivations when choosing a show
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Learn about any pain points users are encountering during their process, and what improvements can be made
04 discussion guide
I structured the interview with 3 main hypotheses in mind and grouped questions around a few main topics. It helped me to analyze the situation from a different perspective, keeping the main problem (search time) in the center.
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At the end I presented the results with interviews' analysis that gave the customer insight into current problems and may help to come up with meaningful solutions on how to improve Apple TV services and reduce the search time.
05 INTERVIEW REVIEW
