The Brief
Redesign the official NBC App for OTT, mobile, and web to include other networks in the NBCUniversal family of brands.
The current NBC App allows users to watch their favorite NBC TV shows anytime, anywhere! The app is available on OTT devices (tvOS, Roku, Android TV), and mobile (iOS, Android). Additionally users can sign on to web and seamlessly enjoy the same content.
THE PROBLEM
THE SOLUTION
Develop a premium product that allows users to see content and branding of the NBCUniversal family of networks, sort and search content by brand, receive feedback for shows not in their tv provider package, and browse live channels – all while maintaining a cohesive look and feel inspiring user delight.
THE PROCESS
Team: Gigi G (me), 1 VP of UX Design, 1 UX Manager, 2 Sr. UX Designers, 5 Mid-level UX Designers
Design Lead for 6 of 10 Features: All Shows, Show Home, Networks, Not In Package Messaging, Search, and Movie Home
My Role: Comparative & Competitive Analysis, Pitch Comps & Motion Prototypes, User Testing, User Flow, Wireframing, High Fidelity Comps, Specification Documentation, Delivery to Developers
Tools: Sketch, Excel, Powerpoint, Photoshop
Platforms: OTT (tvOS, Roku, AndroidTV, Behemoth), mobile (iOS, Android)
Timeline: Ideation April 2018, Pitch Reviews – November 2018, Soft Launch – April 2019, Official Launch – June 2019
UX PROCESS
In this project we were able to complete the UX process.
Step 1:
RESEARCH
Step 2:
DESIGN
Step 3:
PROTOTYPE
Step 4:
TEST
Step 5:
ITERATE
Step 1: Research
Requirements
Comparative Analysis
Strategy
Product Requirements
Working with the product team and shareholders we were able to roughly estimate the initial product requirements and scope of work. The most important addition to the app was new content, however the networks that owned the content also wanted to make sure their brand was not diminished and instead promote more exposure.
New key features of content consolidation included:
Competitive & Comparative Analysis
The team was assigned different features to complete competitive and comparative analysis. I was assigned Networks & Network Landing Pages, and the All Shows page.
Design Strategy
Next designers were assigned features to comp based on research from the C&C Analysis. I continued to work on the All Shows page, Networks page, and Networks landing. While keeping our key personas in mind, we worked closely with the Product team to ensure that ideas were feasible and could be implemented within the timeframe.
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User Research
Interviews
Persona
Design strategy
USER RESEARCH & PERSONA
In order to figure out the unique frustrations and needs of Ace Hotel’s ideal client I created a qualifier questionnaire to first target the correct market group, then surveyed the qualifying participants on their hotel booking experience. From the interviews I compiled similar insights to create the following persona, who portrayed the pain points and needs of an ideal user.
I took our persona, Eva, through the current websites booking process so we can empathize with her emotional journey and highlight her frustrations.
Design Strategy
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Step 2: Design
prioritization
Ideation
Sketching
Wireframing
Current Site Map Evaluation
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Layout Visual Comparison
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Homepage Design Solutions
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Step 3: Prototyping
Ideal user flow
wireframes for
each step
Prototype
Test
Current User Flow
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Step 4: Test
Ideal user flow
wireframes for
each step
Prototype
Test
Current User Flow
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Step 5: Iterate
Ideal user flow
wireframes for
each step
Prototype
Test
Current User Flow
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