Concept film streaming apps

Duration: 4 months

Overview

As part of a 6-month King’s College London Product Management course I designed, user tested and planned the launch for a concept mobile and TV app for a fictional indie film streaming service called FilmSlate. FilmSlate is intended to serve film lovers who are unable to discover and access the sort of indie films they enjoy on mainstream streaming services, such as Netflix and Disney+.

An iterative approach

I took an iterative approach to the project (outlined below), working from problem definition to ideation, low-fidelity design, user testing, detailed design and then launch planning. Acting as the product designer / product manager, I carried out all activities for the project.

Product development process — I took an iterative approach to the project, working from problem definition to launch planning.

Defining target users

As part of problem definition, I carried out an extensive review of competing products and services, such as Netflix and Cinema subscriptions. I also created an empathy map and target persona to help communicate key user needs and frustrations for target customers (avid film lovers).

FilmSlate competitor analysis outputs — I carried out an extensive review of competing products and services.

Empathy map for target FilmSlate customer — I created an empathy map to help bring target customers to life.

FilmSlate target customer persona — I created target personas to communicate key needs and frustrations for target customers.

Prioritising ideas by viability & feasibility

I used a value proposition canvas to identify key customer gains, pains and jobs to focus on, identifying providing detailed indie film recommendations and information as a potential competitive differentiator. I then utilised a problem definition statement and resulting How Might We (HMW) prompt to generate ideas for the FilmSlate apps. These ideas were prioritised by looking at the business viability (in terms of driving commercial objectives), technical feasibility and user desirability.

FilmSlate value proposition canvas — I utilised the value proposition canvas to identify key customer gains, pains and jobs to focus on.

FilmSlate problem statement — I used a problem definition statement and How Might We question to focus ideation.

FilmSlate ideas by viability, feasibility and desirability — Ideas were prioritised by business viability, technical feasibility and user desirability.

Testing initial designs with users

Key ideas that I wanted to evaluate with users were:

Providing curated film watch lists.
Expanded film reviews and ratings (including expert reviews).
The ability to run watch parties.

In order to evaluate ideas, I created a low-fidelity prototype using Balsamiq to showcase ideas to users. I also identified the riskiest assumptions to be explored during user testing. I ran user testing sessions to evaluate the ideas (via the prototype) and to discuss general film attitudes and behaviour.

FilmSlate low-fidelity mobile app prototype — I used a low fidelity prototype to evaluate key ideas for the FilmSlate apps.

Riskiest assumptions mappings — I identified the riskiest assumptions to be validated as part of the user testing.

FilmSlate prototype user testing results analysis — I ran user testing sessions to evaluate the ideas and to validate key assumptions.

Testing realistic prototypes with users

Following the first round of user testing I iterated the concepts and created high-fidelity prototypes for the mobile and TV app using Figma. I used a dark theme and strong imagery to create a visually powerful, yet intuitive interface.

In order to review the usability of the design I carried out a second round of user testing, asking users to carry out key tasks such as finding reviews for a film. I wanted to make scenarios as realistic as possible, so I had users use the mobile app prototype on a mobile device and TV app prototype on a TV. The designs tested well with users, with all able to carry out tasks and only minor usability issues raised, such as some confusion around labelling and iconography.

FilmSlate high-fidelity mobile app prototype — I created a high-fidelity mobile app prototype for further user testing.

FilmSlate TV app high-fidelity prototype — Users used the TV app prototype on a TV to make user testing as realistic as possible.

Using user story mapping to identify user stories

To break down how the mobile and TV app could be delivered I created user story maps for key user stories, such as adding a film to a watch list.

FilmSlate user story mapping output — I used user story mapping to break down the functionality required for the mobile and TV apps.

Defining key KPIs

I defined key KPIs for the apps, such as film minutes watched, films in a user’s watchlist and films evaluated by users.

FilmSlate KPIs — I identified key KPIs for the apps, such as film minutes watched.

Defining an MVP & release plan

To plan for product launch I defined a release plan, including what an MVP (minimum viable product) could look like for the mobile and TV app. I also identified further releases to iteratively introduce functionality to the apps.

FilmSlate release plan — I defined a release plan, including MVP and further releases.

Creating a long-term product roadmap

To guide further iteration of the apps I defined a roadmap, using a ‘Now’, ‘Next’ and ‘Later’ format to communicate short-term, medium-term and long-term initiatives for strategic themes.

FilmSlate apps roadmap — I defined a roadmap for the FilmSlate apps, using a ‘Now’, ‘Next’ and ‘Later’ format.

Learnings

Working through an end-to-end product development process has been a great opportunity to practice my product and design skills. Some key lessons I’ve taken away from the project are:

The importance of reviewing the wider competitive landscape – Examining wider entertainment services such as cinema subscriptions and YouTube provided valuable insights. This approach led to the exploration of features like watch parties, something that was inspired by the social aspects of going to the cinema with friends.
User testing should be as realistic as possible – Using real-world scenarios, such as testing the TV app on an actual TV, helped uncover usability issues that might not have surfaced otherwise.
The value of iterative delivery – Breaking a design into iterative releases helps to ensure smoother development and means that a product can evolve based on user feedback and market needs.