Nickelodeon

Episode Increase Initiative

Showing kids Nickelodeon's massive catalog
of video content

Nickelodeon

Episode Increase Initiative

Nickelodeon

Episode Increase Initiative

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Business Objective

Increase the value of a cable TV subscription.

 Business Objective

Increase the value of a cable TV subscription.

Market Opportunity

As children's media consumption via mobile devices continues to grow at a rapid rate, there is an opportunity for cable-tied brands like Nickelodeon to improve the value of cable TV subscriptions by offering a more robust library of content on their mobile and OTT streaming experiences.

 

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Initial Usability Learnings from Nickelodeon Users

  • Users are not always aware of all the new/recently added content that is released on our platforms

  • Kids understand that our stream logic dictates that the newest and/or recently added can appear at the top of the content stream

  • Users only swipe through 3–5 times before moving on to something else

Existing Product Challenges

  • 4 week turnaround time to launch features before content becomes "old"

  • Extensive backend engineering must be complete to alter the exisitng logic

  • Lack of knowledge around what kids understand from a usability perspective in terms of filtering and sorting

What Are We Solving For?

  • Expose the full library of content available for each property to increase user perception of the amount
    of content

  • A way for users to be aware of and navigate the larger content catalog without feeling overwhelmed

  • Establish an iterative approach in order to learn and optimize efficiently

  • Continue to surface the newest or most recently added content as set by the Programming team

What Are We Solving For?

  • Expose the full library of content available for each property to increase user perception of the amount of content

  • A way for users to be aware of and navigate the larger content catalog without feeling overwhelmed

  • Establish an iterative approach in order to learn and optimize efficiently

  • Continue to surface the newest or most recently added content as set by the Programming team
Ep-Increase-Research-1

Competitive Landscape Summary

Here are various screenshots from competitor layouts. Based on our findings the following points allowed us to carve a path forward: 

  • Mix of platform specific conventions (tabs on Android, button -> module  on iOS) across ALL platforms and apps.

  • Within brands, the form of the filters rarely stay consistent across platforms (platform-first.)

  • Majority of Season Filters are reverse chronological - exception is Netflix, which remembers your place

  • Some platforms label by year (2017) over “seasons” on kids-specific content.

  • Split on “Ep” or “E” for episode labels.

 

Key Research on our Users

Combining our competitive landscape with key findings from Nickelodeon's Consumer Insights team the following points
served as a guide to come up with timeboxed solutions: 

  • Because kids want to use the Nickelodeon App to interact with favorite characters and shows, their engagement becomes more focused

  • At this age (9-13 yrs old), kids begin to show more directed search behaviors, and tend to get frustrated more quickly from limited ways to find content

  • Endless scrolling prevents kids from knowing 'where' they are

  • Adding other ways of sorting/accessing content to allow for other kinds of 'new' content to surface will allow kids to be aware of the full breadth of what Nickelodeon has to offer

  • Create ways to change/refresh what kids see more often to eliminate the need for endless scrolling

Rough Sketches + User Flows

With our timeline constraints our UX team reviewed user entry points that get kids to content fastest and from there we had sketch sessions with product and engineering teams before presenting to outside stakeholder groups

sketches
Ep-Increase-User-Flow

Visuals + Interactions

Property space page examples and video end level

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Key Results

Episode starts are up 20%


Next Steps

  • Continue to better understand seasonality comprehension

  • Improve metadata for episode content

  • Improve filter functionality based on bugs and user research

 

 

 

 

Key Results

Episode starts are up 20%


Next Steps

  • Continue to better understand seasonality comprehension

  • Improve metadata for episode content

  • Improve filter functionality based on bugs and user research

 

 

 

 

Key Results

Episode starts are up 20%


Next Steps

  • Continue to better understand seasonality comprehension

  • Improve metadata for episode content

  • Improve filter functionality based on bugs and user research

 

 

 

 

Key Results

Episode starts are up 20%

 

Next Steps

  • Continue to better understand seasonality comprehension

  • Improve metadata for episode content

  • Improve filter functionality based on bugs and user research

 

 

 

 

Key Results

Episode starts are up 20%

 

Next Steps

  • Continue to better understand seasonality comprehension

  • Improve metadata for episode content

  • Improve filter functionality based on bugs and user research

 

 

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