JIOSaavn

Problem Space

Evaluate the Search & explore flow for Videos/jiosaavan TV flow of JIO Saavn, which includes “-Home-videos-explore categories-find a video to watch” and redesign the experience to make the product design better.

Business Metric

To simultaneously increase Daily Active Users (DAU) and conversion rates for the PRO subscription, ensuring both user engagement and revenue growth for video content.

Solution

Design Changes

1. Refined the information architecture to ensure consistency and visibility of the Videos tab.
2. Introduced a new feature called "Short Videos" that conveniently pops up within specific categories, allowing users to scroll through engaging content.
3. Personalized the categories for each user, enabling them to easily access and revisit their favorite playlists.
4. Globalized the search feature, allowing users to search for any content directly from the main search bar.
5. Improved the categorization of videos and playlists, making them more relevant to user preferences and associated with specific locations or tastes.
6. Redesigned the video player screen to eliminate distracting ads, providing users with an uninterrupted viewing experience.
7. Rolled out a new program called "Share and Earn," incentivizing users to share the app with their friends and earn points to reduce premium costs.
8. Introduced a free trial option and prominently displayed clear pricing information to ensure users are well-informed about the premium features and associated costs.

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Problem Identification

Heuristic Evaluation
1. Search box lacks clarity about its functionality, as it doesn't mention video. Video results are found upon searching. (Severity: High)
2. Lack of clear differentiation between premium and free videos causes confusion for users when deciding which ones to click. (Severity: Medium)
3. No free trial or shorter duration plans available to try the subscription. (Severity: Medium)
4. Shuffle and repeat options violate the law of common region, hindering easy access for users. (Severity: Low)

Self Intuition Based Evaluation
1. The placement of the Videos tab at the bottom is inconspicuous and does not seem relevant. (Severity: Low)
2. The presence of ads during video playback disrupts the viewing experience for users, causing inconvenience. (Severity: High)
3. The displayed channels lack clear indicators of the categories they belong to, making it difficult for users to determine their relevance. (Severity: Medium)

Initial Hypothesis
Enhancing video icon placement, adding a dedicated search bar, will result in a significantly improved, intuitive, and satisfying video experience for users.‍

Competitor Analysis

Primary Research Insights

1. User frustration with limited video access
The user's assumption that videos were exclusive to subscribed users led to disappointment and a misconception about the availability of video content.
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2. Difficulty in finding videos
Videos being placed at the bottom of search results with no filters caused confusion and hindered the user's ability to locate desired video content.
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3. Preference for free video features
The user expressed a preference for accessing video playback without the need for a premium subscription, comparing it to other apps that offer similar features for free.
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4. Lack of recent music discovery
Users struggled to find recent album launches and tracks, indicating a need for improved visibility and organization of newly released music.
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5. Confusion with song selection
The user encountered difficulties in selecting the desired song due to search results displaying different versions of the same song, leading to confusion and a longer search process.

Wireframes

Component Sheet

Usability Testing

1. Based on the screen shown, what information or content are you able to understand?
2. If you had to choose a video, how would you go about selecting it from the screen?
3. From the screen, what subscription plans do you see and how would you determine which one is suitable for you? Consider factors such as time, effort, and features offered.
4. Can you differentiate between video and audio in the search results? Are you able to identify any visual cues that distinguish them?
5. If you had the opportunity, what element would you remove from this screen and why?
6. What aspect of this screen appealed to you the most, and what was the reason behind your liking?

Changes after User testing

Reflection

🚀 Future Scope
We anticipate that implementing these features in Jio Saavn would attract a larger user base, enticing them to switch from other competing applications. This, in turn, has the potential to generate significant revenue for both users and the company. 💡💪💰

🔥 Challenges
Within a tight 48-hour timeframe, finding participants proved to be a daunting task. However, with the help of friends and family, we were able to overcome this hurdle.
Additionally, user testing was limited by the prototype, which only included new screens. This caused confusion among users. 🕐🤝📱

🎯Key Learnings
👉🏻 When dealing with a single screen, it is crucial to conduct thorough user testing by asking relevant questions about the interface.
👉🏻 I discovered the importance of not getting too fixated on the current step but instead continuously progressing to the next stage with the available resources.
👉🏻 Managing the team provided valuable insights on leveraging individuals' backgrounds to accomplish tasks effectively. 📋🔍👥

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Read detailed case study here

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Boost subscription conversion for music streaming videos