UI / WEB & APPS

ALL NEW CTV

W3 - for Television Website

CTV, a well-recognized brand in Canadian television brings an ambitious platform of exciting content into one single hub experience. Here users can catch up on their latest favourites from CTV Comedy, Drama, Sci-Fi, Life, MTV, MUCH, Discovery Channel and much much more.

OVERVIEW

REDESIGN CTV DIGITAL EXPERIENCE WITH
USERS-FIRST APPROACH

CHALLENGE

CTV has so much to offer that it lost track of its value.

CTV's primary business relied on cable subscribers where online video experience plays a supportive role. In the old site, contests, giveaways, articles, event schedules were given much more emphasis based on the assumption that users came mostly to visit the website to find alternative information. Little attempts were made at researching online users as they are viewed as secondary.

GOALS

Influence business views that online audiences play a key role in the brand value of CTV. Using the redesign campaign to create HCI expereience on web, app and 10ft experience to improve content engagement.

THE APPROACH

Collect data from primary research to understand who, what and how users engage with CTV products and create user-centric design solutions to solve their needs.

OUTCOME

Traffic increased to almost 50% of its original visitor views online as well as promoted prime-time video viewing experience by nearly 1 billion hours a month.

MY ROLE

• As a lead UI designer for web and apps, I designed UI components for development for the CTV MVP.
• I collected analytical research, synthesize user data with the UX research team to pinpoint user frustrations to share with PM and POs.
• Ideating together with the UX research team, we provided clear user-centric solutions to iterate upon for the final MVP list.

CUSTOMER INSIGHTS

To truly understand CTV's users, we created a series of surveys and moderated user studies to shine a light on our users. One of the surveys conducted included 64% female and 36%, male. It was live for 5 days and received a total of 3026 responses. From the research, we hoped to gain insights on questions such as:

Who are our users?
What motivates our users to watch?
How much content do users watch on CTV?

DEMOGRAPHIC RESEARCH.

12%

Ages 18-26

21%

Ages 27-40

20%

Ages 41-50

25%

Ages 51-60

18%

Ages 61-70

4%

Ages 70+

WHAT DO OUR USERS WANT?

WHY DO USERS VISIT CTV?

CTV users primarily want to find new and interesting shows that are in the zeitgeist of pop culture to watch. Users watch content to accompany other tasks such as arts and craft, work, or eat. Users want to catch up on their latest shows alone to concentrate on the content.

WHAT DO USERS FIND INTERESTING

While new shows can be watched on a weekly release schedule, Throwback or classic content that are free to the users are a popular choice to binge-watch. Users either know their show of choice or are provided recommendations by word of mouth.

HOW LONG DO USERS STAY?

Based on the research, we discovered that users typically have periodic bursts of show-binging behavior where they watch anywhere between 2-6 shows in one sitting. 

OTHER KEY TAKEAWAYS

• Video plays a major role in CTV and people come to to site knowing or exploring shows and movies to watch.
• Live TV and schedules play a higher role in comparison to viewing article content or entering contests.
• Binge-watching ranks high compared to streaming Live TV.
• People are interested in discovering CTV's backlog of classic and throwback content for binge-watching recommendations.
• Schedules are most valuable to Live TV users.
• People under 50 years of age visit for the Free video content.

POWER OF PERSONA

From here we were able to come up with a user that reflects the core-user need. Using this as the base, we hypothesized that users want easy-to-digest pieces of video content that serve to give a quick view of the latest shows and as well as surface a vast collection of backlog content.

BUILDING THE FRAMEWORK

TESTING DESIGNS

Setting up comfort: Light vs Dark.

In an example of design-phase user testing, we wanted to find out what environment best-suited users while looking to binge content. 95% of users preferred a dark "theatre mode" as they browse through content.

SERVING UP THE BEST OF OUR CONTENT

Cards. Chiclets. Quick and Simple.
The design gives the users the ability to easily browse the hottest shows and channels that CTV has to offer.