OUTTAKE
Classic Movie App
Outtake is a mobile application that connects lovers of classic movies with a constantly updated library of well known and hard to find movies.
Outtake is a mobile application that connects lovers of classic movies with a constantly updated library of well known and hard to find movies.
Outtake is a mobile app that allows classic movie lovers to find not only well-known but hard to find movies in one platform. The need to search through multiple platform for different movies from the Golden Age of Hollywood is a thing of the past.
My reason for creating Outtake was from my own personal experience using streaming applications. Having to look through different websites to find classic movies was tough. I wanted to provide those that like older films a platform that was familiar but niche at the same time.
August - September 2020
UX Researcher, UX Designer,
Information Architect, UI Designer,
Market Analyst
Being a freemium product, Outtake is looking to offer a premium service to its subscribers. To do this, the company wants to implement opportunities to become a premium member during initial sign up and also once logged into the application.
Outtake makes it simple for new or returning customers to become paid subscribers throughout various touch points of their customer journey. With an easy to navigate sign up form, to simple instructions for use, the user experience needs and business goals are met.
View Final DesignSee My ProcessFor this project, it was very important to establish a strong base from which I could make design choices. My research was broken down into competitive analysis and user research. This combination helped me better understand what was already in the market and how people who used these products felt.
To better understand the freemium process, I wanted to see how well known companies incorporated paid opportunities in their products. As someone who uses a fair few freemium products, I chose Pandora, YouTube, and the New York Times.
Each of these companies approached the positioning of its paid opportunities differently. I was able to pick and choose aspects that worked and those which didn’t. I also found opportunities that could be implemented into the design.
Because I was creating a paid opportunity within a freemium product, I wanted to speak with people who utilize various free platforms.
My rationale was simple as I was looking for insights into what would cause a person to make that shift from a free platform to a paid version.
One of the challenges of using a freemium business model is finding the right balance between an appropriate number of features and too many.
I decided to speak with 6 people and had them answer questions regarding their experience with freemium products and what features would make them pay for a movie product in particular.
From the responses that I gathered from interviews, there were certain trends that kept coming up time and time again.
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With a clearer understanding of market standards and user expectations, I wanted to establish the steps a user would take to sign up for the premium option.
I began with task flows so that I could brainstorm and write down steps in sequential order.
I then moved into LucidChart and created user flows for both the initial sign up process and once a user signs into the application.
Based on user and task flows, I designed low fidelity wireframes to better understand if the structure I established made sense. From my research, I found that many companies employed carousels when a user first interacts with an application or a feature within an app. It's a quick way to present information and if the user is interested, it begins the process of acquiring them as a paid customer.
I wanted to test out this particular feature and as well as the other screens.
I recruited 5 people to perform a very quick usability test.
It became very obvious that I needed to restructure my thought process when it came to the onboarding process.
One person suggested implementing a comparison table or presenting information for both the free and premium option in an easily scannable way.
I conducted further research in order to figure out how best to present the premium option in the initial sign up flow. I sketched new screens to see if there were options I had not considered.
I liked the idea of providing the user information about both the free option and its premium version on one screen. I decided to stagger the options (with the free version positioned first). I wanted to draw attention to the premium version without making it obvious that it was the option that my company was aiming for.
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With high fidelity screens created in Figma, I decided to set up usability testing with 5 participants.
I broke usability tests into three scenarios:
- Signing Up for Premium during initial sign up
- Converting a free service to Outtake Premium after entering the application’s interface
- Searching for the actor, Cary Grant and clicking one of his movies
I predicted that these tests would be easy for users to complete because I aimed to make the interface as simple as possible.
All 5 users found the tests simple and said that the product rivaled ones that were currently on the market.
Although usability testing went very well, I made sure to ask for recommendations. I was hoping to gain more insights into how these pages could be optimized.
On individual movie pages users made suggestions like:
-Adding the ability to favorite a movie
-Adding the ability to add a movie to a watchlist
-Creating biography pages for actors and directors
-The ability to filter results by clicking on movie genres
On the hamburger menu a user suggested:
Adding more space between the sections, in order to improve clickability
Changing the section name “Upgrade” to “Upgrade to Premium”. This would allow users to know exactly what they are upgrading to.
Because the success rate of usability testing was nearly 100%, I still wanted to implement the recommendations mentioned above.
As one of the business goals of this project, I used a comparison table to show interested users what they would receive if they chose a premium option
Once inside of the application, the user would have two ways to upgrade their service: by clicking on one of the movies and pressing the upgrade button or through the hamburger menu
I wanted the search and navigation to work similarly to other streaming platforms like Netflix or Hulu.
Often people go on these platforms to watch a specific movie so having easy navigation is key.
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There are several other functionalities that I would like to add to this application in the future. For example, when a user signs up for Outtake, I would like to build a filtration system that allows them to pick from a variety of criteria like genre or decade.
I believe that this would allow users to have even more control of their experience on the application and help them uncover movies that they've never heard of before.
In the future, I would like to design a section of the application that previews movies that will be uploaded in the coming months. Users would be able to sign up for notifications when the movie is uploaded.
I would like to conduct more usability testing in order to gain deeper insight into the design changes I made.