Improving GoPlay’s Content Discovery to Increase Watch User
A UX Case Study, Part of Dibimbing UI/UX Bootcamp Batch 18
Overview
GoPlay is the entertainment arm of Gojek, specializing in live streaming app that allows users to watch and stream live video content, including events, performances, and live shows. GoPlay aims to provide a platform for users to access high-quality video content with an intuitive user interface and features that enhance the engagement experience.
The purpose of this UX case study is to provide the best solution for improving GoPlay’s content discovery. This topic has always been of great interest to me, and I aim to deliver the optimal solution through this study.
Content discovery is a critical aspect of why users want to watch content. This is especially true in today’s fast-paced world where users expect easy and quick access to content. Through my case study, I have delved into the various aspects that impact content discovery and the subsequent impact on user watch.
In this portfolio, I will guide you through my UX case journey, starting with research, problem definition, ideation, prototyping, and finally, usability testing. These steps can help improve watch access and ultimately increase user engagement.
Roles & Responsibilities
Working on this UX case study project, I am a Full Stack Designer. My roles and responsibilities encompass a wide range of tasks and contributions. Here are some key areas in which I would be involved
- UX Research: Conducting user research to gain insights into user needs, behaviors, and preferences. This involves methods such as interviews, surveys, and usability testing to inform the design process.
- UX Designer: Develop user personas, user flows, and customer journey maps to inform design decisions.
- UI Designer: Creating user-centered designs that align with project goals and user requirements. This includes wireframing, prototyping, and creating visual designs that are intuitive, visually appealing, and deliver a seamless user experience.
Design Process
In conducting this Case Study, I utilize the design thinking process as a framework. Design thinking is a problem-solving approach that puts the user at the center of the design process. It involves empathizing with the user, defining the problem, ideating solutions, prototyping, and testing.
Stage 1 — Empathize
Research Background
The GoPlay platform is a popular streaming service that offers a wide range of entertainment content to its users. However, the current content discovery features suffer from a lack of personalization and inefficient preference filtering options. This leads to suboptimal user engagement and difficulty in finding and watching relevant content.
Research Objective
The goal of this research study is to answer the questions
why users visit GoPlay?
why user watch content on GoPlay?
Specifically, the study aims to
Understand the motivations, attractions, pain points, behaviour, and needs of users who visit and watch GoPlay.
Why it matters? Business Goals vs User Goals
🎯 Business Goals: by solving this problem, it will improve the numbers of user watch, which will have a positive impact on Revenue.
1. Increased impressions that can be monetized through ads
2. Increased user opportunity to send paid stickers/virtual gifts
🧑🏻💻User Goal: by solving this problem, users will get satisfaction from watching content and will come back to watch more content
Quantitative Research: Online Survey
To ensure that we had a comprehensive understanding of our user’s needs and experiences, we conducted a user survey and gathered data through Google Form with a sample size of 23 people. This allowed us to collect valuable insights and identify pain points that were essential in informing our design decisions.
Out of the 23 respondents who participated in the survey, it is clear that many of them have watched live streaming. However, GoPlay is not their primary platform for watching live streaming.
Out of 23 survey respondents, most users reported difficulty in finding content on GoPlay, leading to high bounce rates. This means that many users who visit GoPlay do not watch any content at all.
Qualitative Research: User Interview
After conducting quantitative research through a survey, I want to delve deeper into user behavior and pain points when using the GoPlay app. To do so, I recruited 4 respondents to be interviewed based on the following criteria:
Respondent Criteria
▶️ Users who visit & watch GoPlay once a month for the last 3 months
🧑 Age 18–35 years
🇮🇩 Live in Indonesia
🍿 Watch live streaming on the other platforms
I categorize respondents into 2 types of users:
- Users who visit GoPlay and watch live streaming events
- Users who visit GoPlay but do not watch anything
I conducted a user interview using Google Meet. Following the interview, I asked some in-depth questions to gather more detailed information. These questions can be accessed here.
Stage 2 — Define
Affinity Diagram
We use affinity diagrams to help understand the large amount of unstructured data collected from respondents. It serves to group related ideas, concepts or problems into groups based on their similarities or relatedness.
Pain Points
Difficulty in discovering and finding relevant content.
a. Respondents feel tired when they search for content by scrolling through the thumbnails on the Homepage. This is because he doesn’t know who the creator is? and have no idea what’s in the live stream? So it doesn’t trigger the user to click on the content on the homepage
b. Respondents had difficulty reading the titles listed. Because the title is in the thumbnail area and sometimes gets blocked by the attached icon/tag.
c. Respondents had difficulty finding the content they wanted to watch because the indexing search bar lacked keywords
d. When respondents wanted to re-watch live streaming content, it was difficult to find the content they wanted to go to because of the similarities in the posters/thumbnails of each episode with the creators.
*So confusing
e. Respondents when searching for content through the available categories felt that the categories provided were too general and did not match what they wanted to find.
For example: Respondents wanted to find music content of a certain genre but could not find it because the only available category was music
User Persona
From the research and the pain points, I try to make a persona that can represent the real users. The persona created is divided into 2 users, planned user (users who knows what he wants to watch) and random user (users who want to find entertainment without knowing what to watch)
Stage 3 — Ideate
How Might We
By using the HMW approach, I can shift mindset from focusing on limitations or obstacles to exploring possibilities and potential solutions. It opens up a space for ideation and encourages diverse perspectives to come up with innovative and creative ideas. The HMW question serves as a starting point for generating ideas and can lead to the development of actionable solutions through the design process.
- How might we provide a clearer layout and a more straightforward representation of content?
- How might we create autoplay previews to see content at a glance?
- How might we live streaming to be categorized more specifically in hashtags sub-categories?
- How might we get live streaming with topics/genres related to our interests?
Eisenhower Prioritization Metrics
Eisenhower Prioritazion Matrix is a prioritization framework. It helps to prioritize tasks and make more effective decisions by categorizing them based on their urgency and importance.
Crazy 8
Crazy 8’s is a core Design Sprint method. It is a fast sketching exercise that challenges people to sketch eight distinct ideas in eight minutes. The goal is to push beyond your first idea, frequently the least innovative, and to generate a wide variety of solutions to your challenge 👩🎨
Stage 4 — Prototype
Information Architecture
The information architecture is to help find and understand the information easily and efficiently. It focuses on creating a clear and logical structure that allows users to navigate and interact with the system effectively.
Wireframe & Wireflow
I try to make experimental designs based on the crazy 8 sketches and continue to develop through the design of wireframe and connect each page into a wireflow to see the overall flows.
Design Guideline
I create design guideline based on Asphalt Aloha Design System. Aloha is the next version of Gojek’s Design Language System that consist of colors, typography, button, input field, basic components, etc.
High-Fidelity Design
These are the high-fidelity designs based on the proposed solutions, the wireframes, and the design guideline. I used Figma to create all of the components and pages for the high-fidelity design, and also make the interaction for the interactive prototype.
Revamp Live Page
There have been significant changes to the Live Page. The old design featured tabs categorized by time: “Live Now” and “Schedule”. However, users found these tabs counterproductive in helping them find the right content. The Page Schedule was particularly unhelpful, as it only contained a schedule for live streaming with no actual content to watch.
To improve the user experience, I have rearranged the Live Page to feature new tab options: “Discovery” and “Following”. The “Discovery” tab features content recommended to users by the GoPlay algorithm, which uses interest filtering to suggest specific and appropriate content. The “Following” tab displays content produced by creators that users have followed, making it easy for users to find and re-watch their favorite content.
By using the infinite-scroll method, the user will focus on 1 type of content on the screen. And not be distracted by other content.
Sub-categories Filter
The function of subcategories filter is to help users narrow down and find specific video content within a larger category or topic. By using subcategories, users can refine their search or browsing experience to focus on a particular subset of videos that align with their interests or preferences.
Search Page Enrichment
As a gateway for searching, I enrich various types of keywords to help users find the most relevant content by adding sections for Recent Search and Trending.
Personalized User Profile
The Follow feature will be the main metrics for displaying content on the Following page. Therefore, design choices must be able to encourage users to follow each creator’s content. I try to provide a more personalized design to make it easier for users to follow.
Immersive Ads
Immersive ads offer a unique opportunity for brands to create memorable and engaging experiences that leave a lasting impression on the audience. With infinite scroll mode, users will immediately get ads and count as an impression. This encourages performance optimization and provides advertising revenue for the company
Stage 5— Test
Usability Testing
After the prototype phase, I try to validate the design and prototype using Usability Testing (UT) to get feedback based on the experience of a real user. I try to conduct remote usability testing through Figma platform.
Task & Scenario
Metrics
- How effective is the user finding a content and he wants to watch it
- How effectively the user wants to follow a content continuously
- How effectively the user wants to re-watch the content he likes
Follow up Questions
- What do you think about the overall design?
- Are you having trouble doing an assignment or understanding your copy? What makes it difficult?
- What do you think could be improved from the design?
Finding
- The layout provided is very easy because it focuses on 1 specific content on the screen so that there is no distraction from other content (content based infinite scroll)
- The tabs used also increase functionality because previously, tabs were categorized as watch now and schedule. In the schedule, you can’t see anything except the content schedule.
- This view is very suitable for use both for people who don’t know what to watch, so they need content recommendations even with people who already know what to watch and want to stay connected with the creator’s content.
- Information regarding the selection of sub-categories is quite unknown so that there are some users who skip the selection
- The information hierarchy regarding the selection of sub-categories needs to be further improvised to make it easier for users
