Delivering a new generation of in-app features for GCTV

Delivering a new generation of in-app features for GCTV

Delivering a new generation of in-app features for GCTV

Research

UX Design

UI Design

Interaction Design

Introduction

Global Champions Television App

Global Champions Television App

In collaboration with the technical team at Flipside Group, I led design for an incremental application update, tackling multiple product pain points with technical and design led solutions.

Team

Vix Read - Senior Project Manager

Robbie Blackburn - Accnt Manager

Jemma - GCTV Digital Team
Jorge - GCTV Digital Team

What I Did

User Interviews
User Testing
Experience design
UI Design
Interaction Design
Prototyping

Results

I produced technical design work and oversaw their implementations for multiple feature amends within an incremental application update.

Background

Global Champions Television is a platform for Horse Racing and equestrian based events. GCTV provides users with events hosted across the globe, as well as other content within the industry.

Global Champions Television is a platform for Horse Racing and equestrian based events. GCTV provides users with events hosted across the globe, as well as other content within the industry.

GCTV requires a user subscription for full access, and is distributed between Television, Web, iOS, and Android based applications.

The original platform design omitted a strong sense of brand, but a neglected user experience.

To discover the core issues, we spoke to the users

I worked with Flipside Group in conducting preliminary tasks to help us identify our challenges.

I worked with Flipside Group in conducting preliminary tasks to help us identify our challenges.

Summary

User Interviews

We interviewed GCTV users in order to understand where they found stumbling blocks. This also helped in validating assumptions we had already made.

Survey Feedback Scores

We send out user surveys to existing GCTV users, using it as an opportunity to gather qualitative and quantitative data to help identify and synthesise problems.

Solution Brainstorming

Utilising all of the information gathered from the steps above, and working with the project team ideating solutions. The outcome being a low fidelity prototypes, and a user journey map projection.

Understanding

Sign in/up pages didn't offer users a simple password recovery solution.

Sign in/up pages didn't offer users a simple password recovery solution.

One of the most discussed faux-pas in the feedback collated surrounded the lack of options for when users wish to change or lose their sign in information. In the currently IA, the earliest opportunity to gather this information was beyond the actual sign in / sign up wall.


GCTV articulated an internal gripe surrounding the messaging and general flow of the sign-in/up pages requiring streamlining.

Understanding

Users felt demotivated by the account upgrade process.

Users felt demotivated by the account upgrade process.

Over 70% of users indicated that they didn't feel inspired into upgrading their account. It was mostly commented on as an issue with value proposition, but recognised that GCTV weren't positioning upgrading in an inspiring way or showcasing many of the valuable features prior to clicking 'see more'.

Understanding

Search felt dated and frequently left users requiring to scroll significantly.

Search felt dated and frequently left users requiring to scroll significantly.

During some of the actions users were asked to conduct, we noticed a high level of disengagement and confusion.

Understanding

Users were unable to quickly find a desired race where multiple concurrent livestreams were available.

Users were unable to quickly find a desired race where multiple concurrent livestreams were available.

During a large event with multiple racers, we learnt that users were presented with the main race track front and centre of the event page, feeling like they had to go down a rabbit hole to watch other events starting at the same time.

Understanding

Sponsorship relationships were vulnerable due to advertisement delivery.

Sponsorship relationships were vulnerable due to advertisement delivery.

GCTV articulated a pressing issue with some of their most valued sponsors due to the fact that they felt the quality and contextualisation of ads in where they were delivered and how they related to their location didn't bring as much value as it potentially could.

Understanding

Both pre-recorded and live event viewing didn't offer enough control during the viewing experience.

Both pre-recorded and live event viewing didn't offer enough control during the viewing experience.

Users frequently mentioned that the in-viewing experience didn't deliver enough in terms of being able to skip forward or backwards, offer subtitles, display the time frames well, or offer the user the ability to adjust the view quality.

A general refresh

was required.

A general refresh was

required.

Problem

With a large body of media, GCTV required a large technical overhaul within their stack to springboard the in-app experience to their level of other top streaming applications.

Problem

Onboarding delivered plenty of early stage takeaways well, but didn't offer enough value in user assistance.

Problem

Key user acquisition points fell short in inspiring subscription and upgrades.

Function-first, to

user-first.

How might we

How might we streameline the search experience reduce the need for scrolling when users activate the search module?

How might we streameline the search experience reduce the need for scrolling when users activate the search module?

Function-first, to

user-first.

How might we

How might we deliver a valuable onboarding experience that caters to users who have forgotten or lost their details efficiently?

How might we deliver a valuable onboarding experience that caters to users who have forgotten or lost their details efficiently?

Function-first, to

user-first.

How might we

How might we optimise the events homepage to accommodate multiple concurrent live streams?

How might we optimise the events homepage to accommodate multiple concurrent live streams?

Function-first, to

user-first.

How might we

How might we create clarity and contextualisation within our in-app ad space?

How might we create clarity and contextualisation within our in-app ad space?

Flipside used google drive to brief and share materials throughout.

Synthesis

We sought out key information to fuel the changes required within the update, adding financially critical features fuelled by testing and research as well as general planned work from the roadmap.

We sought out key information to fuel the changes required within the update, adding financially critical features fuelled by testing and research as well as general planned work from the roadmap.

We worked with the team at GCTV in establishing a priority list to execute tasks in an order that makes sense from a profitability perspective, to the general streamlining of the user experience.


Upon establishing this we were able to anticipate a projected ROI. Based on the final outcome of the ROI, some of the suggested updates were pushed a little further down the roadmap and others red flagged as business critical tickets that required immediate action.

Solution

Proposition

Solution Proposition

Solution Proposition

Improved Login/Password Recovery

The delivery of a rejuvinated signin/up process with the inclusion of valuable information delivery, and a rexploration of the functionality behind how users can recover and reset their information.

Contextual Smart Search

The delivery of a dramatically enhanced search module that would focus on vastly improving categorisation, and implement smart search functionality that would allow user results to up-date in real time as they type every letter.

Multiple Concurrent Live Streams

The delivery of brand new events pages that would allow for multiple concurrent streams to be view, streamlining how users can view different races within large events.

Improved Advertising

The delivery of in-app stories and contextual advertising to invite further commercial partnerships with GCTV.

Synthesis

I worked with Flipside Group in generating wireframed solutions to present to GCTV, focussing on tackling on the main painpoints that were presented to us.

I worked with Flipside Group in generating wireframed solutions to present to GCTV, focussing on tackling on the main painpoints that were presented to us.

We went through a couple of rounds of presenting and amends to finalise a refined solution that could go into design and development. Once GCTV signed this off, it was go time.


We ran through a round of moderated user testing to further understand the effectiveness of our high fidelity iterations for each feature update, presenting users with a script to follow and execute. Users then provided a feedback score and written feedback for each journey to give the team valuable qualitative data.

Solution

Streamline Sign-up

Streamline Sign-up

Sign-up had been considered a lengthy process by users, focussing on delivering a lot of the onboarding information prior to users being able to enter their details.

We found out that users are more likely to complete the sign-up process successfully should they not run into barriers prior to entering their details, and opted to shift the momentum in presenting the sign-up screen before they run through any further information.

Large technical feature updates included design work that embraced geolocation and autocomplete functionality, of which all modern devices are being engineered to utilise.

One of the most specific asks from GCTV was to deliver an interface across all devices that improved on GCTV's updated brand messaging.

Solution

In-App Purchasing

In-App Purchasing

With the majority of GCTV users being solely reliant on downloading the application for device convenience, one of the early priorities was to ensure that should first time users now currently subscribe, that the purchase model was simplified and front and centre if you are a first time user or if you're in possession of an account without subscription.

Previously, users were redirected to a browser once they had opted into subscription which was found to be a significant hinderance.

Solution

Optimised Search

Optimised Search

With search being at the forefront of how users discover important information, GCTV had specifically requested that we commence in a incremental stagger of works on delivering a much improved search module.

We introduced filtering and sorting across all devices, where prior to application users were only able presented with a search input box without any opportunity to refine and contextualise their search terms.

Within the incremental works, we watered down results cards temporarily to (in search only) not contain imagery. This was due to the fact that results often looked extremely inconsistent with the imagery that GCTV had been using in both framing, quality, and context. Whilst GCTV were working on refining all imagery and their database, we created an icon based model that would sit in place temporarily.

As a part of the search card refinement, we optimised card sizing from a two column result model to a single stack, focussing on delivery a better quality of description inclusive of the content category and the pay wall the content sits within.

Solution

Multiple Concurrent Live Streams

Multiple Concurrent Live Streams

A huge pain point in the GCTV user experience was the distribution of of race media within large events. Often within these large events there are multiple concurrent races happening at the same time (on different tracks), and users frequently voiced the difficulty in accessing the different races due to the depth in which they were nested within event pages.

We introduced an event page that focussed on immediately showcasing all live media at once as soon as the user lands, as well as delivering a vastly improved timetable and results panel.

Solution

In-App Stories

In-App Stories

With applications like TikTok and Instagram showcasing the success of in-app stories, we saw an opportunity to work with some of GCTV's most prestigious sponsors in delivering promotional stories across all devices and platforms to offer a new revenue stream in how advertisement was approached.

Stories were proposed to be short, ad based media that would showcase events and products. When a story is viewed, the device will initiate the full-screen media player.

Solution

Enhanced Media Player

Enhanced Media Player

The existing GCTV media player delivered very little in terms of information and user control, showing a simple play, pause, stop , and fast forward/rewind control. Whilst this is an acceptable standard, all GCTV media data offered a lot more in terms of meta data and with media player standards having risen in recent history, we recognised an opportunity to deliver users a far more accessible experience.

Placing additional features such as program information, subtitles, screen size, and comment viewing into account, we were able to offer the user a greater in-app experience contextually as well as vastly improving accessibility without device reliance.

Reflections

Reflections

Lesson

Regular testing an research into media streaming platforms should be conducted often to maintain technical innovation remains up to standards.

Being a native app, the technical capabilities are continuously changing based on the operating system the app is build for.


Running on multiple systems, GCTV felt a little left behind operationally due to the enhancements on the select devices. With that being said, it felt like investment in regular application updates in lieu with device innovation would benefit the business if focussed on more regularly.

Empowering through empathy, guided by data. Collaboratively driving outcomes that resonate.

Crafted with 💜 by Elliot Rylands

Empowering through empathy, guided by data. Collaboratively driving outcomes that resonate.

Crafted with 💜 by Elliot Rylands

Empowering through empathy, guided by data. Collaboratively driving outcomes that resonate.

Crafted with 💜 by Elliot Rylands