Eliminate Frictions on TV App Login, Increase Login Success Rate for more than 90%
Eliminate Frictions on TV App Login, Increase Login Success Rate for more than 90%
Role
Product Designer
Timeline
Q3 2020
Project Type
TV App Design Systems
Result
Increase Login Success Rate for more than 90%
Project Result
Project Result
Boosted the TV App login success rate 90%
Boosted the TV App login success rate 90%
Boosted the TV App login success rate 90%
Project Background
Project Background
Vidio.com is an OTT platform from Indonesia. On this platform, users can watch videos on Mobile phones (iOS and Android), Desktop web, and TV apps (Android TV and Apple TV). In this case, we focused at login features on the Android TV app.
At that time, on the TV platform, there are several drop-off on a TV App Login. As a Product Designer, my main task is to redesign it and remove the frictions.
Vidio.com is an OTT platform from Indonesia. On this platform, users can watch videos on Mobile phones (iOS and Android), Desktop web, and TV apps (Android TV and Apple TV). In this case, we focused at login features on the Android TV app.
At that time, on the TV platform, there are several drop-off on a TV App Login. As a Product Designer, my main task is to redesign it and remove the frictions.
Vidio.com is an OTT platform from Indonesia. On this platform, users can watch videos on Mobile phones (iOS and Android), Desktop web, and TV apps (Android TV and Apple TV). In this case, we focused at login features on the Android TV app.
At that time, on the TV platform, there are several drop-off on a TV App Login. As a Product Designer, my main task is to redesign it and remove the frictions.
Understanding
Understanding
After knowing the project's background, I started to discuss it with my team and get some insights. We started to collect the data related to login features on TV App. To get some insight from the user, I as a designer collaborated with the UX research team and conduct Usability testing remotely. The Usability testing doing by video call on whatsapp with some participants and scenarios.
After knowing the project's background, I started to discuss it with my team and get some insights. We started to collect the data related to login features on TV App. To get some insight from the user, I as a designer collaborated with the UX research team and conduct Usability testing remotely. The Usability testing doing by video call on whatsapp with some participants and scenarios.
How about the data?
How about the data?
First, we try to take a look on data that we have. It show that :
TV/QR code is still the main method that is used by users but the Success rate is lower than login with a phone number.
The total attempt for email is higher than the phone number but somehow the success rate is very low.
First, we try to take a look on data that we have. It show that :
TV/QR code is still the main method that is used by users but the Success rate is lower than login with a phone number.
The total attempt for email is higher than the phone number but somehow the success rate is very low.
Let's prove it with usability test
Let's prove it with usability test
Next, we aim to interview several users to prove our analysis. At this process, I do it with the research team to do the usability test.
Next, we aim to interview several users to prove our analysis. At this process, I do it with the research team to do the usability test.
Goals
Goals
Knowing user pain points when login on TV App on a specific login method.
Knowing user behavior when login on TV App.
Knowing user pain points when login on TV App on a specific login method.
Knowing user behavior when login on TV App.
User Profile
User Profile
The target participants in this Usability Testing are the people who 19-65 y.o that represent our user.
The target participants in this Usability Testing are the people who 19-65 y.o that represent our user.
There are several step that we do during usability test :
Introduction
User Login on TV App with user preferably method.
User Login on TV App with second method (choosed by user).
Closing
There are several step that we do during usability test :
Introduction
User Login on TV App with user preferably method.
User Login on TV App with second method (choosed by user).
Closing
Usability Test Result
Usability Test Result
Solutioning
Solutioning
After getting the user feedback, We try to come up with several Idea. Then we try measure the impact and effort using the diagram above with our product team.
At this phase, we have 2 main problem :
• The information is not clear and need to refine :
• The language that used on our TV app is English, but most of our user is Indonesian
After getting the user feedback, We try to come up with several Idea. Then we try measure the impact and effort using the diagram above with our product team.
At this phase, we have 2 main problem :
• The information is not clear and need to refine :
• The language that used on our TV app is English, but most of our user is Indonesian
Crafting the solutions
After that we focused on generating idea to solve the problem. At this phase, me as UI Designer try to generating several idea. After that I ask for feedback to my team on discussion. This is the several high fidelity design exploration.
Crafting the solutions
After that we focused on generating idea to solve the problem. At this phase, me as UI Designer try to generating several idea. After that I ask for feedback to my team on discussion. This is the several high fidelity design exploration.
Deliver the new UI
Deliver the new UI
After doing some design exploration, and discussion with TV Team, we decided to develop new User Experience that eliminate the illustration and simplify the information. Also we use Bahasa Indonesia as a default language.
There's a new Vidio TV Apps Login Flow with more simple Information Structure.
After doing some design exploration, and discussion with TV Team, we decided to develop new User Experience that eliminate the illustration and simplify the information. Also we use Bahasa Indonesia as a default language.
There's a new Vidio TV Apps Login Flow with more simple Information Structure.
The results
The results
Login Watchers on TV App Increased by 90% after implementation
Login Watchers on TV App Increased by 90% after implementation
After one month implementation, it take a time to analyze the data and we still iterate it to make the product that have a good user experience. Here is the result.
Beside of this, overall percentage of login success rate is also increased, but on next iteration, we need to improve login with email to make it better. Because the success rate of email login method isn’t good enough.
After one month implementation, it take a time to analyze the data and we still iterate it to make the product that have a good user experience. Here is the result.
Beside of this, overall percentage of login success rate is also increased, but on next iteration, we need to improve login with email to make it better. Because the success rate of email login method isn’t good enough.