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Blim TV, streaming service redesign

Guides for growing

a multiplatform product.

LEAD DESIGNER AT TELEVISA S.A.
2019 - 2021
Problem

For several years the product used the same version and this placed it in a vulnerable position against its active competitors. This slowdown in the product's growth caused Blim TV's competitors to take advantage in offering more tools to connect with users' demands.

Key Drivers

NEW FEATURES
‍Adding features that are being currently offered in other services to engage with user demands: Search, Downloads, Multiple Profiles, Watch List and Favorites. Update features that causes user complaints.

PRODUCT REDESIGN
‍‍Product redesign on all platforms adding a fresh and contemporary look and feel. Creating a components library that allows for consistent service growth, scalability and automation of work processes.

Who do We Design For?

User Persona

Starting from the analysis of previous user research studies, the company did interviews and surveys to real and potential users, and collected data from customer service reports and app stores reviews. These insights were used to create five user personas providing direction for making design decisions around the users characteristics.

Features Definition

Opportunities

To deliver real value is essential to define what we are building and why the user really needs it. For the analysis, the functions were separated as building blocks of the product. We defined the functionality of each unit to help align the team around the big picture, and created the basis for starting the Product Requirements Document (PRD).

Opportunities for the "Search Feature".

User & Business Goals Mapping

I presented the results of the analysis of each function in a journey map that showed the user and business goals. This helped generate discussions about future solutions and implementation. It also helped identify pain points and areas for improvement during the flow. It was a preliminary step to learn more about the functionality, diagram user tasks and arrive at initial flows.

Mapping of user and business goals during the "Search".

Feature States Layout
Introducing gradual, not radical change

We defined the features in a continuous process throughout the product lifecycle. By doing this, we were continuously improving our offers as customer needs evolve, and adapting the solution to the user's behavior by introducing small changes that enhanced the user's experience. Building features per phases enabled us to achieve results faster, was less costly and made it easier to track the effect of the implementation.

SEARCH PHASE 1

Task Flow Improvements

The first phase focused on creating the main functions including: search as you type, typo tolerance, search history, search results and failed search.
‍
KEY METRICS:
- Daily & Weekly Uses
- Task Success
- Task Time
- Search No Results

SEARCH PHASE 2

Collections Catalog

Phase two added the collections catalog. This feature turned Search in a second screen for exploring contents, different to the VOD experience.
‍
KEY METRICS:
- Search or Catalog Choice
- Task success
- Customer Preferences
- Popular Catalogs

SEARCH PHASE 3

Recommendation Engine

This phase integrated the recommendation engine so we focused on improving the experience base on watch behavior, watch list and others.
‍
KEY METRICS:
- Recommend Success
- Customers Prediction
- Recommendation Strategies
- Enrich Algorithms

Setting Up the Structure

Priority Matrix

Iteration in the previous phase gave us a better understanding of the resources and time required for features implementation. I started assisting the product managers to create a prioritization process that focused on features that bring the most value to the users and the business. It was a co-creation effort that facilitated the alignment across the teams, and helped identify cross-functional relations and dependencies.

Features Flow and Dependencies

Having an initial outline of the product architecture paved the road for the design of both specific screens and larger systems. The diagram was constructed in a way that showed the flows between the different functions to anticipate time and facilitate the distribution for exploration and design activities.

Design Execution

Iteration to Achieve the Design

Steps carried out during the iteration were determined by the complexity of each solution. Many wireframes, pageflows and user task diagrams, benchmarks, prototypes to test complex solutions, among other activities were conducted.

Analysis of Similar Cases

We focused on the study of competitive services to find habits that users have created by using their feature.

Task, User & Page Flows

Clarified the complexity of the function helped to get information about the flows and the screens to design.

Wireflow

Rapid solutions for the content design of features. Also allowed to identify and define the performance of components and standards in the product.

Prototyping & Testing

It helped showcase the look, feel, interactions and operation of the final solution. It also generated important feedback from team members and test user groups.

Final Mockups

Blim TV's Design System was built to achieve consistent results while scaling the design process. The design system included three modular libraries: Mobile and Tablet, CTV, and Web. The design system allowed us to iterate more quickly between different teams, maintain consistency in visual design across devices, and also provided an important document for handoff to engineers.

Mockups flow during the "Search".

MOBILE
CTV
TABLET