Entertainment Experience
After spending many successful years in spreading entertainment in India, the no.1 digital entertainment industry of India now wants to give a unified entertainment experience that understands user's tastes and suggests the right kind of music, movies, tv shows, internet radio & international events from the vast ocean to fulfill their entertainment needs in form of a single platform.
That was the big challenge and was required to fulfill.
Service
UX & UI Design, Research
Client
Hungama Digital Media Pvt. Ltd.
Duration
12 weeks
Year
2015
01. DIVING IN OCEAN
There were week-long brainstorming sessions with our clients to understand their business needs, their understandings & so we started our research on the media consumption of Indian users.
We have started with App reviews, secondary research & articles.
02. THE APPROACH
The assumption was simple - millions of customers visit Hungama every day. Extend the acquire, play, manage conceptual model that customers were familiar with and leverage the existing infrastructure to get to market sooner and cheaper.
This early architectural decision had a major impact on the quality of the customer experience we could both create and reconcile.
Chasing Waterfalls
Feature design and development were broken into parallel workstreams for the Entertainment Library and Digital Music Store. I led the design for all aspects related to the store.
Each feature phase of the project was serialized, starting with the design and development of the reference platform App Store Play store.
Discovery & Planning
The understanding of design brief & business needs, users & their needs. Project planning & Strategy generation.
Research & Analysis
Competitive audit, heuristics, stakeholder interviews, ecosystem mapping, insight analysis, problem statement & validation
Define & Design
Persona mapping, journey mapping, concept creation, mental model, information architecture, paper mockups, paper prototype.
Evaluate & Iterate
Low & Hi fidelity wireframes, accessibility & usability testing, heuristic analysis, metrics analysis, enhancement planning.
Deploy
Feedback integration, style guide generation, high fidelity visual design, development support.
03. OBSERVATION
In order to discover the unbiased initial thoughts and to take them out of a condition where they become used to and comfortable with the state of affair when they first looked at an affair we organized a workshop with our client to understand relationships among the pillar of the brand, expectation, business, and product relation.
This workshop provided the keywords with respect to brand, product & business relation & helped us to kick-off the project.
PLATFORM
1. Active and intentional process
2. View on screen shifters & mobile centric users
PERSUASION
1. Active and intentional process
2. View on screen shifters & mobile-centric users
PURPOSE
1. What are the reasons to believe the products?
2. What about keeping purpose simple with broad visionary?
PERSONALITY
1. Contextually influenced process
2. How do you see the brand's reflection in your users?
PRODUCT
1. Role of adaptability.
2. View on collaboration & innovation as contents.
POSITION
1. How this a new experience will help user and society.
2. How are you different from others as the service provider?
04. RESEARCH
We focused on low expense methods that we could get quick honest responses by approaching people in the field & divided the research into 6 parts.
SECONDARY RESEARCH
We focused on the available technology, its compatibility with the established processes or new ideas and the cost/ saving associated with implementing it
FIELD STUDIES
By following different types of users by their online/offline content consumption we are able to understand their journey in a better way from consideration to adoption and consumption.
5 WHY QUESTIONNAIRE
These questionnaires are focused on digging deeper into why an individual user will prefer online content consumption or offline content consumption
UNFOCUSED GROUP
Team members were talking freely with users about topics ranging from content consumption, entertainment, ease of use, personalization, social media & self-worth.
CARD SORTING
We got users to rank issues that they have with their current entertainment experience well as desired goals from least to most important.
ENTERTAINMENT DIARIES
Collecting 1000s of wishes from content to the genre and the ways the user uses it.
05. INSIGHTS
After the sessions of brainstorming and discussions we got some crucial vision which helped us in creating a great experience.
SHOW USERS, WE KNOW THEM
Earn trust and protect it by conversing with the customer in ways that are specific, understandable, peculiar, and actionable.
BUILD FOR USERS ON THE GO
Performance is the universal CX killer. Build for people on the go and account for starting & stopping. Leverage tactics for increased perceived performance.
LOAD MEANINGFUL CONTENT
Personalized content trumps all. When we don’t yet know the customers, follow fast with desirable content driven by the wisdom of the crowd or curated by our entertainment experts.
PERSONAL & PERSONALIZATION
Entertainment is deeply personal and experimental. Learn and grow with the customer over time. Provide tools for the customer to feel at home and in control of their entertainment experience.
DO ALL HEAVY LIFTING
Make sensible decision and provide intuitive defaults that respect customers time data and attention. Learn whats most important. Not all actions are created equal
ENTERTAINMENT IS EXP.
The best experience is one that inspires, evolves, and intensifies our customer relationships with music. We exist for both functional and emotional purpose
LOAD MEANINGFUL CONTENT
Personalized content trumps all. When we don’t yet know the customers, follow fast with desirable content driven by the wisdom of the crowd or curated by our entertainment experts.
FIT & FINISH MATTER
Pixel perfection, clear copywriting, and delightful details build trust with our customers. The product experience is the sun of every interaction. Showing that we care, gives us more of a chance to succeed.
DECISION FOR USERS
Consider the entire customer usage lifecycle and respectfully evolve with customer taste and aptitude
PLAY AND CHILL
Users don't want to waste their time while having an entertainment experience, they want to chill.
06. USERS & THEIR JOURNEY
After synthesizing our research and findings we isolating the behavioral components to develop Personas that readily translate directly into Entertainment Experience and give us focused direction for creating a good experience.
07. INFORMATION ARCHITECTURE
Before diving deep into specific designs, we created an information architecture to help us visualize the main screens and features. We decided to go with flat navigation for this app since it would contain multiple content categories
08. IDEATION
Rigorous sessions of group & individual ideation while keeping the research, personas & business goals in mind
HUNGAMA UNLIMTED
We did not want to offer an exhaustive catalog of contents, rather wanted to focus on helping customers discover content they’ll love, from a selection of content they will actually enjoy too.
Our customers expect and trust us to know them. We envisioned the future of the entertainment service to be deeply personalized to customers' entertainment tastes.
8(i) WIREFRAMING
Once we have all the required insights, comments, IA & other documentation we are ready to dive into the wireframing phase.
"OFFLINE IS NEW ONLINE"
Increase user engagement no matters user is in online mode or offline mode user should be able to interact with the HUNGAMA
"COMPLETE YOUR TIMEPASS"
All of your content is always with you and in the way, you want for user convenience
"OPTIMIZE SOCIAL EFFORTS"
You are socializing, crosslinking, gifting, sharing your thoughts, making friends, and having fun giving users more personalization.
"STAY CLOSE"
Socializing, crosslinking, gifting, sharing your thoughts, making friends, have fun with them give more personalization to users.
"ON YOUR FINGERTIPS"
Always stay in control and get your content on your fingrtips.
8(ii) VISUAL DESIGNS
After completion of low-fidelity wireframing, we started with the high-fidelity Visual designs, here are a few concepts that we have worked on.
Concept 1
Concept 2
8(iii) DESIGNS HANDOFF
Once our designs are mature enough we used Axure & Illustrator for interaction, prototyping & specification for the dev team.
09. PROMOTIONS
We proposed three punch strategy for promotions:
1. The first step was to give the app to influencers within the clubber, party animals & entertainment cravers and let them use and endorse it through social media.
2. The stunt launch on we have to fill metros entertainment canopies to give relaxation for tired office worker and rejuvenate them.
3. The third one is t back up with outdoor promotion placed strategically on
highways to entertain themselves within the journey.
