Amazon: Prime Video
Redesigning Prime Video to enhance the User Interface, & redefine Information Architecture and improve Usability
Responsiblities: UX / UI Design Process
Client: Passion Project
Industry: Entertainment / Video On-Demand
Platform: TV
Tools: Figma / Miro / Adobe Creative suite / Google Docs
Summary
Enhance and improve the user experience and value propositioning of an existing video streaming service on TV. For this brief Amazon Prime Video was chosen. The focus for this brief was to enhance the overall UI and to improve the information architecture.
MARKET RESEARCH
What are the behaviours and characteristics of video on-demand, users ?
The initial step in designing an improved interface for Prime Video was to understand the behaviour and characteristics of users in the Video On Demand sector; this information would give insight into user expectations, unique features, maintaining a competitive advantage and UX which is enjoyable and intuitive. When conducting this research my objectives were to uncover the following:
What do users expect from a streaming platform interface?
What makes them choose one streaming service over another?
What makes them continue to pay for their subscription in the long-term?
What frustrations do they have with streaming services?
Research uncovered the following facts about users in this sector:
Key Findings: Market Research
Audiences will be happy to know that consumers are willing to crown multiple champions
Consumers in OTT-capable homes are spending nearly one-fifth (19%) of their TV time streaming content, be it through ad-supported or paid subscription models
60% of consumers subscribe to more than one paid video streaming service
93% of consumers say they will either increase or keep their existing streaming services
User-friendly interactivity plays a key role for streaming services and ranked second in consumer importance
Of course, content is also of major importance for consumers, as the variety and availability of it placed in the top three of video streaming attributes
Platforms must be able to maintain the programs that audiences want while offering compelling new ones to keep them interested
Wherever good content goes, subscribers will follow
The platforms that can adapt to the marketplace may rise to the top; should they not continue to evolve nor expand their content libraries, then consumers just might replace them
Source: https://www.nielsen.com/insights/2020/playback-time-which-consumer-attitudes-will-shape-the-streaming-wars/
'' User-friendly interactivity plays a key role for streaming services and ranked
second in consumer importance ''
— Nielson Norman Group 2020
INTERVIEWS
What do current users think of Prime Video?
To understand what users currently thought of the platform I interviewed five users from ages 20-60 years who already used Prime Video to understand theirs thoughts on the platform. As this research was conducted during the pandemic the interviews took place remotely on Miro using sticky notes. The interview questions focused on open ended questions, with the following themes:
Motivations
Pain points
User experience
Other platforms
Key findings from the interviews were used to form the key elements and structure of the improved interface.
Key Findings: User Interviews
Users are frustrated by cramped cluttered screens and this often means they will switch to an alternative
Users are annoyed they cannot tell the difference between free content on Prime and subscription/rentals
Users enjoy the large content offering from Prime but want it tailored to them personally
Users enjoy the current features on the Prime UI but want to have them clearly laid out
Users often have Prime & Netflix accounts and will compare both services in terms of usability and offerings
HEURISTICS EVALUATION
Analysing screens on Prime Video
After analysing the key points from the user interviews a Heuristic evaluation using the Nielson Norman method was made to visually see what improvements can be made and how the findings from this evaluation can be used to inform the new UI.
Key Findings: Heuristic Evaluation
Usability issues due to lack of white space and cramped interface
Lack of visual hierarchy and variety lending to confusion when selecting content
Interface is error prone due to lack of visibility between free and paid content
Confusion between words on buttons and actions taken
Poor personalisation compared to content offering
COMPETITIOR ANALYSIS
How do other streaming services design their interfaces?
To understand how to further improve the interface of Prime Video, a competitor analysis was conducted to see the key features and usability attributes that make-up competitor interfaces. The two competitors chosen were:
Disney +
Netflix
Key Findings: Competitor Analysis - UI & Usability Evaluation
Homepage shows large hero images of new content, with clear CTA's and content info
Not all content carousels are shown on screen, but made available when scrolling
Previously watched content is shown first before other carousels
Content carousels have rhythm when scrolling and are clearly labelled with trending and popular searches and filter options available
Personalised content is shown after previously watched content and titles reflect why content has been curated for user
Promoted content is visually distinguished in larger formats with the option to see trailers
Content is grouped into clear categories and collections
Search function has prompts and visuals aids and categories for easier content selection
Navigation menu is always present when scrolling content
How Might We?
Brainstorming ideas to meet user goals
Using the findings from the interviews, the method 'How, Might, We' was undertaken to ideate solutions to serve the needs and goals of the user when using the Prime video platform. The statements are as follows:
How might we create a home page that is intuitive and easy to use?
How might we make users feel confident when watching, browsing and selecting content?
How might we increase the visibility of new content offerings to the user?
How might we support users in identifying content recommendations?
How might we provide a supported function for searching content?
Design Ideation
To further expand on the 'How Might We' statements and to understand the full breadth of what users wanted to see on the Prime Video platform the 'I like, I Wish, What if' method was employed. These were then sorted by those that would impact and meet the primary goals and needs of the user, combined with the business priorities of Prime to remain competitive in the Video streaming industry.
Redesign Goals
Redefine visual layout so users can distinguish between different content offerings
Create a visual system that allows users to ascertain free Prime content, rentals, subscriptions
Highlight personalised content and allow users to manage this content
Ensure content and accessibility information is readily available
Provide an intuitive search function to help users search for content simply and efficiently
INFORMATION ARCHITECTURE
Streamlining Navigation
To implement the redesign goals the current information architecture of the platform was mapped out to understand user flow and how this can be streamlined to improve usability.
Key Changes: Information Architecture
Navigation bar includes icons and is set on the left of screen
Four main content categories feature in the Navigation menu, including: Home, Movies, TV shows, Buy, Sports,My Stuff
Content in the Home, Movies, TV categories is free content included with Prime and is visually marked with Prime branding
Sports, Buy and My stuff categories have clear icons for free content v's rentals and subscription
Search includes a filter for content which is free, subscriptions, rentals and genres to explore
Top five content carousels are personalised for the user; including, Continue Watching, Trending Content, Recommeded for you, Top Ten Content, Recently added
Profile name and picture are customisable
Kids section is removed from Navigation menu and is placed as a separate profile
WIREFRAMES
Delivering an intuitive UI
Once the IA had been establised the next step was to begin to design the new and improved interface. Established guides for designing for TV were used to build the basis of the interface. These guides included adhering to margins and safe areas, and distinct rules for type size, alignment and scrolling features.
Redesign Goals
Mapping out the revised IA created a clear direction for the wireframes to be created. The goal for this process was to ensure:
The UI has breathing space; screen will not show rows and rows of information as before
Large Hero images are combined with smaller hero images to provide variety and emphasis
Icons, labels and text are clear and easy to understand
Redesigns
The below frames show before and after redesigns based on the redesign goals.
Homepage redesign shows full-screen spread of promoted content and is distinguished visually from other content
Icon menu on left replaces original text based menu for visual appeal
Continue watching is accessed on homepage for convenience
Episode selection is given a full-screen view with synopsis and content information displayed in symbols
Seasons, episodes, characters and similar content is scrollable on one page
Search can be filtered by All content, Free. Rentals and Subscription
Genre topics are shown for convenience and familiarity
Prototypes
Prime Home page and Search
Prime promotional content is highlighted across the top of the screen where the user can tab through the contents
Continue watching can be accessed on each page for convenience
Selected content is visually seen via a blue highlight
Search can be accessed via selecting the search icon on the navigation menu upon where search results are displayed
The navigational menu splits content into: Search, Homepage ( only Prime content) Movies, TV, Rentals, Sports and My Stuff
Content Carousels and Episode selection
The Homepage content only shows Prime content indicated by the Prime branding
Content carousels have a fluid scroll behaviour only showing three content carousels at a time for clarity
The Navigation menu remains on screen when scrolling so the user is aware of their page location
Prime original content is shown in a larger format to distinguish it visually
Episode selection is shown on a full screen spread with a scrollable section for series, cast and crew and More like this
The Buy section can be accessed via the navigational menu and allows for fluid scrolling of content
The landing page of the Buy section features a large hero image which highlights popular content to buy which users can toggle through
The content layout features content to buy and rent, new and popular content is larger in size to draw attention and break up visual monotony
Usability testing
The design prototypes made in Figma were provided to ten users who were users of Prime Video. The objective of the test was to understand:
Without promts, if users intuitively understood the new layout
Their thoughts and feelings on the Search function
Their thoughts and feelings on the scroll function
Any other thoughts and suggestions
Usability testing - Results
100% of users felt increased confidence navigating the new UI and understood the new navigation menu
90% of users felt the new Search function gave them confidence in understanding content which is included with Prime, rental and subscription
Further suggestion: Search can include categories for popular and trending searches
30% of users said that they'd like to see images on content in the search categories
Further suggestion: Images on the search categories could be considered for future iterations
100% of users said only having two carousels on screen gave them increased focus on the content rather than being overwhelmed by content choice
Reflections
I learned
How to design TV interfaces! The importance of synthesising key findings from research and interviews help prioritise design changes and keep the user as the main focus.
The unique challenges of maintaining a balance between meeting the business goals of Prime Video which included promoting free, rental and subscription content versus users deciding what content they want to see.
When users ask for a feature and its delivered, it can often come with resistance as they often become accustomed to a previous design even if this design does not ultimately serve their needs. This was evident with the change in the Search function.
I would change
Whilst user testing revealed that a navigation menu with icons for each product offering was welcome, I realised that this menu could be streamlined further so that TV shows and Films could be accessed via the same icon and the user could then toggle via a menu on-screen. This change would reduce the options on the navigation menu but still provide users with freedom to choose their content.
Upon reflection, if I could conduct user testing again, I would include users that had never used Prime Video before; this would enable me to see where any bias may occur when suggesting changes, and give further scope for unique features.