For user experience reason :
A button that only shows seconds of time has no meaning to the user and can't see the difference when browsing
For user research reason (insight) :
I interview 23 giloo users to better understand the pain points and opportunities when using the note-taking function and how it complements their streaming experience. We find that it's the Aha-moment when users first time finding a note that they empathize with, but the current design doesn't effectively engage users.
" Yes, I like it very much. I feel like I know a lot of gossip, which is very interesting. " -User
" I like to see what different people think, and I also choose movies that I didn’t interest at first through the movie notes. " -User
" After watching the movie "Flower and Alice", I saw a note at the bottom of the movie page about a similar experience, and then I began to notice this function. " -User
For data reason :
In terms of user interaction with notes, timecode's click-through rate is not ideal. But on the other hand, we also found that users who have clicked have a higher performance in subsequent conversions (subscriptions / return visits) than users who have not clicked.
We thought of using that second of movie footage as a thumbnail to enhance the design. But in fact, it is not an easy task to capture a picture with precise seconds.
After asking the third parties, the picture can only be captured in five seconds per frame, and the picture quality is only 240p.
Converting this constraint into our strength - a sense of cinematic
Learnings :
1. Precise timing is not meaningful to users.
2. A relatively short number of seconds such as 10 seconds is very stress-free for users to click. On the contrary, it is very stressful for users seeing such a complete number of seconds and is more likely to cause users misunderstood that this video is too long.
“ It's clear to know that this is a footage, and 10 seconds is very short, and it makes me very curious! I want to click to see what's inside.” - User
I reorganize the information order in a way that how users used to read, and try to reduce distractions through micro-interactions
Highlight : One of the insights we found from research is that our users I weaken the proportion of the poster
“ For me writing a note is to tell a story, it may be my own words or showing the attached pictures, but it is not to promote your movie ” - User ( Writer )
This feedback we received during a user interview play a crucial role as we twist direction. It's our vision to enable film lovers to better express themselves genuinely. The timecode function should not outstand the main content.
Although there were indeed many notes with irrelevant image content on the platform at that time, this was still the result of users' free creation. In Concept A and C, we enhanced the picture of the movie but greatly weakened the picture that the user wanted to show. Thus, we decided to launch Concept B first.
As a designer, our goal is to make changes in the streaming experience, from reading notes ➝ preview clip ➝ to subscribe.
