UX DESIGN
Case Study: Integrating Video On Demand for Virgin Media on TiVo
My Role
Director
Product Designer
Timeline
2023-2024
Case Study: Integrating Video On Demand for Virgin Media on TiVo
Overview
Virgin Media (VM), a long-time partner with TiVo, faced challenges with its Video On Demand (VOD) experience. At the time, users had to exit the TiVo interface and enter a separate third-party application to browse On Demand content.
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This project aimed to seamlessly integrate the VOD experience within the TiVo interface, creating a cohesive and user-friendly experience.
The Problem
Disjointed User Experience
The original VOD solution required users to leave the TiVo interface, preventing them from viewing recordings and VOD content simultaneously. This fragmented design caused frustration and reduced usability due to inconsistent design elements across interfaces.
Key Painpoints:
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Switching between TiVo and an external application.
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Inability to access recordings alongside VOD content.
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A non-cohesive and inconsistent user interface.
Original External Video On Demand Application
Original Browse View
The Process
Understanding the Problem
Matrix put together from the provided PRD
The project began with Virgin Media providing a Product Requirements Document (PRD) outlining design requests and constraints. To ensure a clear understanding:
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I compared the PRD requirements with the existing VOD design and TiVo interface.
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A requirements matrix was created to track design elements, avoid duplication, and ensure compliance with PRD guidelines.
This matrix served as an essential tool throughout the entire project. It allowed me to ensure that all design elements were accurately placed, free from duplication, and aligned with the PRD requirements.
I relied on it consistently to maintain organization and uphold the integrity of the design process.
Streamlining User Flow
To improve the experience, I mapped the existing VOD user flow and identified areas for enhancement. I developed a new flowchart to ensure seamless transitions between screens, incorporating new features like Parental Guidance criteria and Video Rentals.
The original VOD experience, before the new screens, Parental Guidance criteria, Video Rentals, and Purchase flows
The new VOD experience, showing the new screens, Parental Guidance criteria, Video Rentals, and Purchase flows
The original VOD experience, before the new screens, Parental Guidance criteria, Video Rentals, and Purchase flows
Wireframing the Solution
I crafted wireframes for each screen, focusing on usability and consistency. These designs were reviewed iteratively with the UK Product Team, offshore engineers, and the US Product Team to ensure alignment and feasibility.
"On Demand" was added to the home screen so the user could quickly access Video On Demand content.
"Catch Up" screens were 3 column screens that show all On Demand content recently available. The user could search by Day, A-Z, and channel. This wireframe shows how multiple episodes would be listed in the middle column and the episode details would be on the right column.
Once a user got down to a single asset they would be taken to the details screen. On this screen the user could watch a preview, purchase the show, or explore the show.
"On Demand" was added to the home screen so the user could quickly access Video On Demand content.
Deliverables
The wireframes were sent to the Virgin Media Visual Designer, who created mockups based on my designs. These mockups were then used to generate detailed specifications.
After thorough collaboration and testing, the new Video On Demand experience launched successfully in the summer of 2015, delivering a seamless and integrated user experience.
Results and Reflections
The redesigned VOD experience significantly improved usability, allowing users to explore On Demand content within the TiVo interface. This seamless integration demonstrated the power of collaboration across teams and countries.
Lessons Learned
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Cultural Nuances: Working with Virgin Media deepened my understanding of UK viewing habits, highlighting the importance of considering cultural differences in design.
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Collaboration: This project underscored the value of cross-functional teamwork and iterative feedback in delivering impactful solutions.
Key Outcomes
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Enhanced user satisfaction with a cohesive VOD experience.
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Insights gained applied to subsequent projects, including adaptations for TiVo's partners in Spain.
Reflection
This project is a highlight of my career due to the complexity, collaboration, and impact involved. As the go-to UX Designer for Virgin Media's VOD projects, I contributed to creating a solution that not only met business goals but also delivered a delightful user experience. This experience reinforced my belief in the importance of user-centric design and international collaboration.