Promo Teasers
Promo Teasers : Aggregated Watch Experience
Anoushka Lad, Macy Takaffoli
UX Research
Project Overview
Background & Application
In preparation for launching the aggregated watch experience, we aim to explore promo teaser designs and information communication strategies to inform and enhance our overall design.
Competitor Audit
The following competitors were evaluated during the competitor audit:
- Apple TV+
- Disney+
- Netflix
- Prime Video
Process
- Research Plan: Develop qualitative methodology focused on:
- Understanding user preferences by comparing the Crave website with four leading competitors.
- Gaining insights into user perceptions and thresholds concerning the amount of information presented in the banner.
- Identifying strategies to enhance flow, clarity, and aesthetic appeal.
- Method:
- Competitive Audit: Conducted 10 unmoderated interviews to evaluate the promo teasers of four top competitors.
- A/B Testing: Performed 10 unmoderated user interviews to compare two prototype variations.
- Qualitative Analysis: Analyzed data to assess clarity, aesthetic appeal, and user preferences regarding the simplification of promo teasers.
Competitive Audit
Comparative Analysis: User Preferences
Comparative Analysis: User Rankings
Clarity
- Users prefer having as much information as possible on promo teasers
- When information is lacking, clear CTAs help to define user flows and actions
- Netflix’s “Get Info” button was lauded for its clarity, while Disney+’s lack of information was frustrating and caused confusion
Aesthetic Appeal
- Users enjoyed “clean” and “minimalistic” designs
- Crave’s ability to balance information communication with clean designs was appreciated
Prime Video’s minimal designs paired with straightforward information communication and visual imagery (e.g. “i” button) was lauded by users
Prototype Analysis
Prototype Mock Ups
User Preferences
Prototype: Ratings
Key Takeaways
Content Information: Rankings
Users were asked to rank content information that could appear on promo teasers based on how essential they felt it was.
UX Recommendations
Visual Imagery
- “More Information” button: clear visual imagery and CTAs help to provide users with straightforward access to detailed information
- Promo images and videos: images and videos on promo teasers significantly impact user experience, suggesting the need for more research about potentially integrating video content
Navigation Features
- Click anywhere: allowing users to click anywhere on the banner to navigate to the show page is an intuitive action
- Removal of play button: play button does not offer any significant advantages for users’ experience
Access Information
- Clear access information communication: users are frustrated by unclear access information, particularly if additional actions are required from them after a content start
- Clear ads information: clearly label and communicate ads information to set user expectations
Content Information
- Overall preference for more information: though counter-objective, users claim to want more information on the promo teasers, suggesting that user experience is enhanced with more provision of information
In simulated research environments, users tend to overstate the importance of certain features and information. Further research to understand what prompts content starts, paired with users’ content information rankings can help to ascertain non-negotiables for the promo teasers.
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