Improving the UX of the most popular Ukrainian online cinema
ABOUT MEGOGO
MEGOGO — is the largest media service in Eastern Europe for streaming videos and TV channels online. Its monthly audience reaches 40 million unique users in the CIS countries. The service offers over 77 000 videos, including more than 5000 movies and TV series, over 1500 animated movies and cartoons, about 45 000 TV shows, concerts, and clips, as wel las over 20 000 news programs.
MY ROLE
My task was to improve the design of subscription pages, especially the main subscription comparison page. I collaborated with the UX research team on the research part. We accurately picked all content items with the business and marketing teams.
THE CHALLENGE
It was difficult for people to differentiate between subscriptions and understand what the value of each subscription was. The subscription comparison page presents information about the platform's content as chaotic and needs to be clarified.
THE GOAL
Make information about subscriptions, their price, and content understandable and accessible.To tailor the content table for different audience groups, optimize the decision-making and purchasing process. In this way, each segment of the product's users can easily find the necessary information about all available subscriptions.
SOLUTION'S IMPACT
After making changes to the page, the conversion rate and the number of visitors increased significantly. As well as the income from visiting the page. So, the decision was correct and had a very positive impact on business metrics.
HYPOTHESIS
AND JTBD
I used the JTBD framework to formulate my hypotheses
MEGOGO users can be divided into specific segments. These people prefer different types of Content. So if we split the table by content types according to audience segments, it will be easier for users to find what interests them. I highlighted the main segments: Sport, Family, Children. Additional content: Specialized channels, Audiobooks and podcasts. I applied JTBD to each of these categories of users.
AUDIENCE SEGMENTS
Family segment
Michael buys a MEGOGO subscription to watch movies after work. Other options for using a MEGOGO subscription are to watch TV channels and series in high quality, listen to podcasts in a mobile application, turn on cartoons for children, and watch sports events. But Michael will purchase a film subscription that will allow him to relax and unwind after a working day.
Sport segment
Sergey purchases a MEGOGO subscription to watch sports broadcasts (with friends).
Other options for using a MEGOGO subscription are purchasing it to watch TV channels and series in high quality, listening to podcasts in a mobile application, and turning on children's cartoons. But Sergei will purchase a subscription to watch sports broadcasts for relaxation and communication with friends.
Children segment
Irina purchases a MEGOGO subscription to turn on cartoons for her 12-year-old daughter every morning. Irina uses this time to prepare breakfast and to get ready for work. Other options for using a MEGOGO subscription are to watch TV channels, movies, and series in high quality, listen to podcasts in a mobile application, and watch sports events. But Irina will purchase a subscription to keep her daughter busy while she needs to do her business.
MAJOR LEARNINGS FROM IN-DEPTH INTERVIEWS AND USER TESTING SESSIONS
INTERVIEWS
I conducted 5 in-depth interviews and test sessions
In addition to confirming my hypothesis about audience segmentation and the fundamentally different behavior of each cohort of users, I explored a new problem, filtration.
At the interview, I gave the task of using filters to find a film of a specific year and country of production.My goal was to understand the problems when using the filter functionality. The team and I hypothesized that users have difficulties with filtering.However, the tests showed no significant problems when using filters. They work correctly and allow users to successfully find the content they need.
