In 2017, Nickelodeon released a large portion of their archived library to their streaming apps, giving kids endless amounts of content to choose from, here's how we started the rollout.
Lead UX Designer
Nickelodeon users are not always aware of all the content they can access, how might we provide an experience that continues to give kids access to their favorite characters' shows while creating awareness of the depth and breadth of content they have at their fingertips?
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.
In order to get a clear picture of how our users navigate and choose content, we utilized our research team to provide interview-based analysis on browsing behaviors for kids inside the Nick app and leveraged our analytics team to provide quantitave data to complete our data story. Industry landscape analysis was also conducted. Some of the learnings are shared below.
Nickelodeon's analytics team provided robust reporting for measures such asdevice usage, entry points into playback, session length, and character affinity
In-person interviews and surveys with parents provided us with key insights for discovery, daily habits and behavior, and browsing.
The entry point into content and the analytics that coincided with that gave us a clear indication to focus the first phase of efforts on the character landing pages since our users had a strong tendency to start streams from there.
That "something else" typically resulted in bouncing from the app altogether or switching to a game they were familiar with inside the app.
Key findings from Nickelodeon's Consumer Insights team served as a guide to come up with timeboxed solutions:
After synthesizing the research efforts, I linked up with my Product and Engineering teammates to ideate, brainstorm, and align on our goals which resulted in:
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 prior to committing to dev-ready solutions.
We chose to focus on the character landing pages since we knew our primary entry point into playback started from there. The team decided to create a scaleable sub-navigation that allowed kids to filter more easily between content types and update the video player 'Related Tray', so kids could better distinguish between what was currently streaming and what was next in the queue.
Since leaving Nickelodeon, they have gone through some large scale changes, but if we had continued down this path we would – among many other things – explored the following: