Aggregated Watch Experience
Aggregated Sports Experience
Carley Brissette & Anoushka Lad
UX Research
Project Overview
Background & Application
In preparation for launching the aggregated watch experience, this project sought to develop research tools for our internal stakeholders to support this new venture.
Objective
Develop user personas for each of our AVOD brands (Crave, Noovo, CTV) to better understand their habitual viewing habits.
Outcome
User Personas: A representation of our users based on research highlighting their habitual viewing habits.
User Journeys: An analysis of the steps a user takes to accomplish a goal and explore an experience.
Process
- Research Plan: Created a brand-tailored qualitative research plan centred on:
- Gaining insights into user demographics and user streaming habits;
- Identifying strategies for finding and discovering content;
- Investigating the user experience with competitors in the AWE space to leverage identified values and visual language.
- Method: Conducted 8 English-language and bilingual moderated interviews and 3 French-language unmoderated interviews to collect user feedback about the Bell Media Sports products, focused on habitual viewing habits and identifying opportunities for an aggregated sports experience.
- Qualitative Analysis: Utilized thematic analysis to curate four user personas and user journeys.
Personas Summary
User Persona - The Platform Surfer
Persona Analysis
The Platform Surfer
An entertainment-oriented consumer who avidly engages with streaming services to unwind after work and during leisure time, often binge-watching alone. They prioritize convenience and accessibility, preferring to stream content on their laptop. While they are open to advertisements for free content, they are more inclined to opt for ad-free plans for a seamless viewing experience. Their streaming habits are characterized by a desire for new and well-organized content, with a preference for platforms that offer clear displays of available shows and movies, easy content tagging, and a unified interface that consolidates multiple services. Key insights reveal a strong desire for improved communication regarding available packages and features, along with personalized notifications.
Persona Breakdown
Challenges & Pain Points
- Frustrations arise from disorganized content libraries and difficulties navigating aggregated available content and filtering options.
- Difficulty keeping up with weekly, new releases.
Goals for ASE
- Clear and improved information communication about available content. Ability to filter packages.
- Notifications for new content releases and scheduled releases.
Prioritises convenience and content accessibility, often jumping between platforms based on content and ease of use, with a preference for ad-free plans and organised content libraries.
User Journey
User Persona - The Binge Watcher
Persona Analysis
The Binge Watcher
A devoted binge-watcher who engages in extended periods of watching, sometimes with a designated partner. They use streaming services daily, in their free time, preferring to watch on their television for comfort during extended periods of watching. Their ideal streaming experience includes speciality categories, personalized watching history, and a clear display of new and recommended content (that distinguishes between what they have or have not viewed). While interested in the convenience of accessing multiple services in one platform, their loyalty lies with streaming services that provide comprehensive content for binge-watching. Opportunities for improvement involve recommending related content and enhancing the “watch next” feature.
Persona Breakdown
Challenges & Pain Points
- Detests ads, disorganized content libraries, and any other inconveniences that might disrupt or take them out of the immersiveness of the binge-watching experience.
Goals for ASE
- Create a clean, seamless, and user-friendly interface that allows easy access to content and the ability to pick up where they left off and visibility of new content.
Prioritises an uninterrupted, immersive binge-watching experience with a preference for organised platforms that offer personalised recommendations and easy access to bingeable content.
User Journey
User Persona - The Avid Viewer
Persona Analysis
The Avid Viewer
This selective viewer values a focused and intentional watching experience, primarily after work and during limited durations on the weekend. They engage in controlled watching without adhering to a strict streaming schedule or service loyalty, prioritising content quality and relevance. Their ideal streaming experience revolves around content discovery and new recommendations during their viewing experience. They value multiple pathways for finding new content, including a robust search experience, well-organised categories and dynamic content rotators. Sports fans within this group express a desire for a comprehensive sports package that consolidates various sports streaming networks.
Persona Breakdown
Challenges & Pain Points
- Finding new content that is not included within their base subscription and not being able to easily distinguish between content they do and do not have access to, making clear information communication a key.
Goals for ASE
- Personalized features for sports subscribers, such as customized rotators, game reminders, and personalized content recommendations.
Seeks high-quality, intentional watching experiences with a focus on content discovery and relevance, valuing a streamlined and informative interface offering personalised recommendations.
User Journey
User Persona - The Background Streamer
Persona Analysis
The Background Streamer
This individual uses streaming services as a constant background accompaniment during all their daily activities, often not actively engaging with what they are watching. Their streaming habits are characterized by a preference for TV shows and other low-maintenance content, such as sitcoms with episodic plots that do not require continuous attention. They are less bothered by ads than the average user and are more likely to watch ad-supported content, prioritizing access to a wide range of content over ad-free experiences. Their ideal streaming experience allows them to easily pick up where they left off, access content they can watch immediately, and easily filter for content that fits their unique needs. They value the convenience of accessing multiple services in one platform, as it provides them with even more content to play with minimal effort.
Persona Breakdown
Challenges & Pain Points
- Frustration with content recommendations that are not included in subscription.
- Dislikes overly-complicated interfaces with too more information.
Goals for ASE
- Immediate and clear access to watchable content.
- Simple filtering options to discover content fitting their unique needs.
- Seamless automatic play or watch next feature.
Prefers streaming as a constant background activity, choosing TV shows and low-maintenance content for passive viewing and easy resuming, with a tolerance for ad-supported content.
User Journey
User Persona - The Social Streamer
Persona Analysis
The Social Streamer
This viewer’s habits are unique in that they involve active coordination with different schedules and depend on whether they are watching with a partner, their family or alone. As such, they often watch on the weekends (sometimes after school/work) and treat streaming as a group activity. This watcher is not interested in ads, particularly with children involved, as they want to view content without distractions and prefer a greater control over all aspects over the content their children watch to ensure that no inappropriate ads are shown. An aggregated experience is extremely advantageous to this watcher as it allows for single-time account set up, one-time platform navigation training for their children, and easy content exploration for a large and diverse variety of content.
Persona Breakdown
Challenges & Pain Points
- Desire for content separation between family, kid and partner content. Kid content needs to be managed with very specific limitations and functions. Account management is very important in this experience.
Goals for ASE
- Opportunities for improvement involve creating tailored experiences for kids and adults.
Prioritises group-viewing with family or partners with an ad-free, uninterrupted experience and values platforms that offer a unique experience for children with easy account management.
User Journey
User Persona - The Rewatcher
Persona Analysis
The Rewatcher
This viewer enjoys rewatching content, often engaging in daily watching sessions, but are versatile in their viewing habits, capable of intentional watching, listening in the background, and binge-watching. Unlike the average viewer, they are not seeking new content but are focused on revisiting familiar favorites. These viewers tend to be neutral about ads, making decisions about their ad-free experiences based on their perceived frequency of use of a given service. Their ideal streaming experience centers around easy access to previously watched content, with management features being key. They value the ability to mark content they like, pick up where they left off, save content they are interested in, and have a history of content that they enjoy. As such, they want a streamlined experience and are uninterested in paying a high price for extra features. Opportunities for improvement involve providing a personalized experience of watch history.
Persona Breakdown
Challenges & Pain Points
- Frustrated by not being able to easily find content they want to watch.
- Confused by unclear information communication about availability and watch/unwatched content.
Goals for ASE
- Enhanced and personalised watch history management.
- Ability to mark content they like and save content they are interested in.
Enjoys rewatching familiar favorites with versatile viewing habits, prioritising easy access to previously watched content and management features without paying a high price.
User Journey
Summary
Comparative Analysis: Watching Time of Day
Comparative Analysis: Watching Habits
Comparative Analysis: Watching Preferences
Key Experiences: Language
Unilingual
Individuals who primarily speak one language seek content in their primary language.
- English-only content: Dominant English speakers tend not to seek content in French.
- Language-specific features: Dominant French speakers may watch English content but prefer a dubbed or closed captions experience.
- Single language experience: Interested in curating single language specific profiles.
Bilingual
Bilingual speakers seek all content in its original language and will avoid dubbed.
- Separate language-specific experiences: Seek language content within language-specific experiences.
- Language toggle: Some individuals may seek closed captions to support language learning.
- Language-specific features: Values language specific features such as closed captions.
- Content language information: Clear indication of content’s original language.
These key experiences are applicable to all of our user personas, however provide a greater insight into the language-specific experiences and additional features that may be of value to the user.
Key Priorities: Content Discovery
Key Priorities: Personalized Experiences
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