Jan 2025 - 2 months - Design and Development
Post-Watch Engagement
Increasing content discovery and user engagement after viewing
Business Context
Low engagement rates post-content consumption were affecting content discovery and user retention. Users were adding content to favorites but rarely returning to watch, indicating poor content discovery flow. This directly impacted user lifetime value and content library utilization.
My Role
Product Designer
Platforms
Impact
+7% more plays in within a week than the original version
Team
1 Designer, 2 Mobile Devs, 3 Backend devs, 1 PM
The Problem
Users hesitant to commit to new content after finishing viewing. Analytics showed 'Add to My List' feature was used frequently but saved content was rarely watched later. Based on previous quantitative and qualitative data the team had an assumption that adding metadata and more information about the shows would increase the interest from users.
Quantitative and Qualitative Data Insights
- High drop-off rates after content completion
- Poor content discovery flow
- Other blocks with metadata had higher plays rates than the ones without
My Responsibilities
Analysed user behaviour data with data analyst to identify engagement gaps.
Designed improved post-watch experience focusing on content discovery.
Developed device-specific solutions for mobile and tablet experiences.
Created accessibility-focused interaction patterns.
Collaborated with developers on technical feasibility and implementation.
Design Process
Reviewed user engagement metrics and behavioural patterns with data analyst and desk research.
Identified specific friction points in content discovery and engagement flow.
Cross-team workshops to discuss hypotheses about which design changes could solve the problems.
Created improved post-watch interfaces with better context and recommendations.
Designed inclusive interactions with text + icon combinations meeting WCAG standards.
New buttons style were necessary for the design so I documented our Design System for both Android and iOS.
Tailored experiences for mobile vs tablet form factors and usage patterns.
Key Design Decisions
Enhanced content preview with richer context and synopses on tablets.
Improved accessibility with combined text and icon button designs.
Streamlined save-for-later flow with better visual feedback.
Personalised content recommendations based on viewing history.
Measurable Results
+19%
Higher engagement with the block
+7%
More plays in within a week than the original version
+42%
Unique content exposure
WCAG 2.1 AA
Accessibility compliance achieved