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Vudu Android App Refresh

Senior Product Designer - VUDU Movies & TV

Since its inception, the Vudu Android app has not seen a major information architecture or visual update. The UI approach of the app has become outdated in its use of navigation. Competitors are utilizing a bottom nav structure due to its efficiency, discoverability, and increase in engagement. This effort will also align the app closer to material design components.

 
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User testing prototype mock ups.

With these scrollable invision mockups, I used flat background and nav style instead of brand colors to make the navigation prominent within the color varied grid, to help focus the user on navigation tasks during user preference testing. With a plan to test final UI later.

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Overview

Target Customers

Vudu is a streaming transactional video (TVOD) and AVOD service with over 1,000,000 visits per platform per month. The target customer is the Android mobile and tablet user.

Requirements

  • The current app design is difficult for users to navigate and find the items most important to them. It’s easy to lose context on where they are or have been due to the hidden nature of the current left-hand burger navigation and page selection.

  • As an organization, we want to make it less difficult for customers to find new features that they might find valuable.

  • Overall engagement and usability increased when apps moved from a navigation drawer to a bottom menu. Discoverability is easier with one touch access. As phone sizes have steadily increased and the side menu option continues to move further up screen and further away from the standard position of single hand holding the mobile device.

  • From a competitive landscape, bottom tab is standard navigation structure.

  • Building new features on top of this will add additional time and wasted dev cycles.

  • Allow us to better align with strategy and give prominence to certain content and set up for experiments within our applications.

  • Android app user can purchase, iOS app user cannot purchase.

Goals

  • Grow Increase streams by x%

  • Increase overall app engagement (and time spent in app) by x%
    We can hypothesize moving to a bottom nav will increase engagement due to the limitations of the cumbersome left-nav and surfacing navigation controls.

  • Increase Android feedback by x%

My Role

  • Sole product designer of the android app refresh project. The largest user base after TV app.

  • Responsible for information architecture and UI prototyping to promote strategy goals.

  • Lead design to socialize the app update. Bring leadership and engineering along and advocate for the user.

  • Team: 1 Product Designer and 1 Researcher. Partnering with 1 Product Manager and 2 Android engineers.

  • Project duration: 2 months.

User Testing of two Nav Concepts

  • User Test Goals: Understand which navigation users preferred concept 1 or concept 2.

  • Method: invision and usertesting unmoderated.

  • Participants: 12 Vudu users

 

Nav Concept 1

Use iOS app as guide

(left) Current Android app menu (center) New Android Concept (right) Current iOS app

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Nav Concept 2

Three top tabs

(left) Current Android app menu (right) New 3 top tabs concept

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Research Analytics

  • Compared iOS vs. Android nav traffic.

  • We found that the iOS top nav had negligible usage.

User Testing Findings

  • Both bottom and top-nav structure is usable and intuitive.

  • There is no preference between concept A multi tab and B concept All-Movies-TV.

  • “Chips” are usable design elements.

Sub Navigation path explorations

(left) Current Sub nav flow (right) Sub nav concept

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Search exploration

(left) Current Search (Android, iOS) (right) Android Search concept

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