User Experience Designer
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DC Environmental Film Festival Case Study

The Environmental Film Festival is the world’s premier showcase of environmentally-themed films. Each year, the two week festival draws an audience of 27,000+ and showcases over 150+ films. 

Project Summary

Project Summary

Problem: DCEFF does not have a global distribution platform for environmental filmmakers to showcase content. 

Solution: Design an Apple TV app [tvOS] for DCEFF that will bring the festival to the people through agile iterative design on the AppleTV 4. 

Tools: Adobe Photoshop, Invision, Keynote, Whiteboard, Pen & Paper

Platform: Desktop and mobile responsive

Role: Product Manager, UX Designer, User Researcher, Usability Analyst, Visual Designer

 

Discover

Discover

User Interviews & Surveys

 After analyzing user interviews and surveys, we learned the  biggest pain point was using the AppleTV remote  for typing. With only six buttons, users have to select individual letters on a virtual TV keyboard.  

After analyzing user interviews and surveys, we learned the biggest pain point was using the AppleTV remote for typing. With only six buttons, users have to select individual letters on a virtual TV keyboard.  

 Comparative & Competitive Analysis

Comparative & Competitive Analysis

Define

Define

Our biggest challenge was to design navigation focused on content discovery rather than keyword search. The curation and filters from Netflix and Spotify/Apple Music were key in building content discovery. 

We designed the following screens:

- Welcome and Onboarding

- Browse & Search Categories

- Navigation, Layout and User Interface

- Settings & Favorites Panel 

- User Flow and Viewing Pane 

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User Flow

User Flow

 While commuting home, Michelle listens to an NPR talk on the award-winning documentary “Blackfish,” about the cruel treatment of a performing killer whale in captivityl.   Emotionally compelled by the story, Michelle wants to watch it when she gets home, but unfortunately forgot the title of the documentary.

While commuting home, Michelle listens to an NPR talk on the award-winning documentary “Blackfish,” about the cruel treatment of a performing killer whale in captivityl.

Emotionally compelled by the story, Michelle wants to watch it when she gets home, but unfortunately forgot the title of the documentary.

Develop

Develop

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 We identified four critical screens for our minimum viable product (MVP) through  Feature Prioritization . We ran a design studio to focus on specific problems users encountered while consuming content.  1. Curation  2. Browse  3. Trending  4. Onboarding

We identified four critical screens for our minimum viable product (MVP) through Feature Prioritization. We ran a design studio to focus on specific problems users encountered while consuming content.

1. Curation

2. Browse

3. Trending

4. Onboarding

Deliver

Deliver

  Paper Prototypes   We validated the design through five rounds of user testing. We asked the users to follow Michelle's User Flow. We noticed users:  - Preferred tile categories over carousel categories  - Preferred swiping up and down to browse, rather than across  - Were confused by instructions and design of on-boarding page  “ I trade in my privacy for convenience, sometimes. ” - Anonymous User Tester

Paper Prototypes

We validated the design through five rounds of user testing. We asked the users to follow Michelle's User Flow. We noticed users:

- Preferred tile categories over carousel categories

- Preferred swiping up and down to browse, rather than across

- Were confused by instructions and design of on-boarding page

I trade in my privacy for convenience, sometimes.” - Anonymous User Tester

 I conducted three user tests with digital prototypes, walking them through the user flow. I learned that:  - Users still preferred to browse films or search the title  - Content discovery through "Curation" was overlooked  - After finding the film, selection and viewing went smoothly   Even with the keyboard difficulties, users still want and would default to that option.  The content discovery and selection process needs more analysis and user testing. 

I conducted three user tests with digital prototypes, walking them through the user flow. I learned that:

- Users still preferred to browse films or search the title

- Content discovery through "Curation" was overlooked

- After finding the film, selection and viewing went smoothly

Even with the keyboard difficulties, users still want and would default to that option. The content discovery and selection process needs more analysis and user testing. 

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High Fidelity

High Fidelity

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