Case Study 3: Netflix Exploration

Making a Better Viewership Experience.

Consumption of movies and TV shows has proven to be a passive experience with huge demands on portals such as Hulu, Amazon Prime, and Netflix. One of these demands is speedy viewership and synopsis of the content. The UI of these applications should be clutter-free and serve up content features that are intuitive to the end-user.

This exercise explored new features to engage users and create a new viewer experience. The new features had to surface the synopsis of movies and provide quick view features.

The Process

Identifying the sign-in process was the first step to identify what were the user's pain points. An assumptive user profile was used to create a step by step walkthrough, from the sign up to serving up content. Upon completion of the assumptive analysis, validations were conducted through focus groups and surveys.

The Outcome

A new UI with easy to view features was created to reduce the click-through process. Easy to preview features were proposed for quick views on hover NOT click. Movies were served up based on user preference. When the user selected with a TV remote or a mouse-over on a computer, an auto-play video trailer would appear.

Case Study 4: Intelligent Search

Empowering Users: Blending AI and User Experience for Optimal Results.

Beckman Coulter, a global leader in clinical diagnostics, faced the challenge of providing its customers with efficient access to a vast and diverse repository of information. Customers struggled to navigate disparate data sources, leading to time-consuming searches and frustration.

The existing search functionality lacked the ability to accurately interpret user intent, resulting in irrelevant results and increased search times. This negatively impacted customer productivity and satisfaction.

The Process

We embarked on a user-centric redesign, beginning with extensive Voice of the Customer (VOC) research to pinpoint key pain points. This informed the development of sophisticated AI algorithms, designed to interpret complex search queries and anticipate user intent. To ensure comprehensive access, all data sources, from product specifications to technical documents, were integrated into a unified search index.

A streamlined, intuitive user interface, featuring category tabs and advanced filtering, was crafted to simplify navigation.

Key Process Elements:

Case Study 5: TV Overlay Campaign

(Company Confidential): TV Ads Overlay Campaign UI

TV is the highest ad spending medium in the US. TV provides the largest reach for affluent adults and is regarded among the most effective by luxury brands. However, despite all the advances in the way viewers can consume broadcast TV content; little has changed in the way ads are delivered to consumers through TV broadcast. Typically TV ads imprint on our memory the value of a brand or quality of a product so that at a later time these memories influence our searches and decisions about products and services we consume. Advertisers have little resources to effectively measure the return on investment and learn more about the actual audience for broadcast ads.

The Process

Wireframes were created outlining the steps to upload and submit a campaign for review. When a user selected a "New Campaign" in the campaign management tool, the tool displayed features to upload videos and embed a unique tracking ID. The user also could select an overlay template to be displayed on their TV during a select time.

The Outcome

The first generation application created was a simple to navigate tool and provided the ability to capture video and budgetary data required to run a user-friendly overlay campaign. There is currently no direct link between seeing an ad on TV and purchasing the promoted product or service. These interactions were user-initiated and did not disrupt the user's passive viewing experience.