Ux teardown - Netflix, Hulu, Sling & Amazon Prime Video
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Break down of mobile video streaming apps, and their usability.
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Ux teardown - Netflix, Hulu, Sling & Amazon Prime Video
- 1. Retention UX in Streaming Video Apps Netflix, Hulu & Amazon Prime Video http://dtelepathy.com/blog
- 3. Personalized right upfront - makes me feel like this is some real “Me” time coming up
- 4. Personalized right upfront - makes me feel like this is some real “Me” time Pretty colors! Also, red & black makes me feel like I’m in a fancy movie theater
- 5. Personalized right upfront - makes me feel like this is some real “Me” time Pretty colors! Also, red & black makes me feel like I’m in a fancy movie theater Clear indication of who’s adult vs kids. “Get ‘em while they’re young”...
- 6. BAM! Visually stimulating first screen, lots to see here
- 7. Although minimalist, personalization takes the lead - My List, then Top Picks for You
- 8. Although minimalist, personalization takes the lead - My List, then Top Picks for You Interesting: why do the labels change from 1st to 3rd person, then use passive voice?
- 9. “Peekaboo” partial tile images encourage horizontal scrolling & discovery
- 10. Saves valuable screen space from being taken up with “Next”/”Prev” buttons “Oohh, what’s that??” *swipe, swipe* “Peekaboo” partial tile images encourage horizontal scrolling & discovery
- 11. “Peekaboo” partial tile images encourage horizontal scrolling & discovery Saves valuable screen space from being taken up with “Next”/”Prev” buttons Wonder why they didn’t apply the same trick here, and used slider dot navigation instead?
- 12. I would love if I could long- press to watch quick clips/previews of the shows, before I commit...
- 13. I would love if I could long- press to watch quick clips/previews of the shows, before I commit...
- 14. Ok, so let’s catch up on HoC, before Season 5 hits in May ;)
- 15. Notice how all personalization is stripped away & the only thing they want you to do is play the damn video
- 16. Same partial tile trick used for episode listings, although header is the only visual Notice how all personalization is stripped away & the only thing they want you to do is play the damn video
- 17. The player interface is all business - again, all personalization is stripped away, leaving only functional elements
- 18. This interface is all business - again, all personalization is stripped away, leaving only functional elements Famous salesman saying: “Don’t sell past the close”
- 19. The “post-play experience” hooks ‘em while the cliffhanger sets in, and the credits are still rolling
- 20. The “post-play experience” hooks ‘em while the cliffhanger sets in, and the credits are still rolling Encourages that “just one more episode” bingewatching reflex...
- 22. Personalization again (although not as much as Netflix)
- 23. Personalization again (although not as much as Netflix) OMG, did they seriously leave this precious space unused??
- 24. Personalization again (although not as much as Netflix) Oh, wait… I guess I need to add more stuff to my Watchlist?
- 25. Ok, lemme add something… Oooh, I’ve heard Rick & Morty is good.
- 26. Ok, lemme add something… Oooh, I’ve heard Rick & Morty is good. I’ll just press the “Add to Watchlist” button, aaand...
- 27. ?? Where is it? I guess maybe under “Details”?
- 28. There it is. Hmm, would’ve thought such an important function would be higher up in the UI hierarchy
- 29. Aaaand back to the top. Oh, nice, the top recommended show has already updated, after adding just one thing to my Watchlist.
- 30. Impressive, real-time personalization happening here! (Netflix doesn’t do this, I checked)
- 31. Impressive, real-time personalization happening here! (Netflix doesn’t do this, I checked)
- 32. Peekaboo tiles are used here too...
- 33. Peekaboo tiles are used here too. Ok, let’s give Community a shot...
- 34. Seems like wasted space up top... No description of the show, you have to click “Details”
- 35. Seems like wasted space up top... No description of the show, you have to click “Details” This “Start Watching” tile doesn’t really show off the image underneath, OR stand out as the most important button on the screen - this should be the whole point!
- 36. Just like Netflix, this player is all business… although kinda weird there’s a share button there...
- 37. BRO, I had to wait through 3 unskippable, back-to- back ads, plus all the show credits, before they autoplayed the next episode for me
- 38. BRO, I had to wait through 3 unskippable, back-to- back ads, plus all the show credits, before they autoplayed the next episode to me BRO = Big Retention Opportunity ;)
- 39. Interesting - why is the content I just watched more prominent than the content I want to watch next? Another BRO!
- 41. Big, bold imagery - interesting that movie posters are shown at a different aspect ratio than episodic shows. Intentional?
- 42. Big, bold imagery - interesting that movie posters are shown at a different aspect ratio than episodic shows. Intentional?
- 43. Big, bold imagery - interesting that movie posters are shown at a different aspect ratio than episodic shows. Intentional? Also, no peekaboo tiles? Could be another BRO =)
- 44. Wait a sec… another hamburger menu??
- 46. IT’S A CONSPIRACY! Hamburger menus, everywhere...
- 47. Anyway, not much personalization, although if I add a new movie to my watchlist...
- 48. Yep, another app doing real-time personalization/curation
- 49. Nothing says “Let’s do this” like a GIANT GREEN BUTTON!
- 50. Nothing says “Let’s do this” like a GIANT GREEN BUTTON! Also interesting that there’s ZERO description of the show. WTF am I about to watch??
- 51. Nothing says “Let’s do this” like a GIANT GREEN BUTTON! Also interesting that there’s ZERO description of the show. WTF am I about to watch?? Social proof is pretty crammed in there, too - IMDB is there representin’ for credibility...
- 52. Pretty bare-bones UI, though. Perhaps another example of “Not selling past the close”? *scrolls down*
- 53. Whoa.
- 54. Whoa. Whoa!
- 56. I take it all back, there’s a TON of content here. But I would’ve completely missed it, if I hadn’t kept scrolling past all the episodes. Huge BRO, bro! (OK, I’ll stop)
- 57. Excellent use of content partnership w/ IMDB*. The social proof is STRONG with this one - reviews, user ratings, IMDB scores, trivia, the works... * Fun Fact: IMDB.com is one of the oldest database-driven websites on the internet
- 58. That’s a pretty busy player interface - wonder why all that info about the actors is there...?
- 59. That’s a pretty busy player interface - wonder why all that info about the actors is there...?
- 60. Oh wow! They’ve overlaid all the IMDB info on the content, to keep users inside the app during those “Where do I know her from?” moments. Super-sneaky, Amazon!
- 61. Oh wow! They’ve overlaid all the IMDB info on the content, to keep users inside the app during those “Where do I know her from?” moments. Super-sneaky, Amazon! Ok, let’s see how they handle post-play...
- 63. Well that was... abrupt. Again, had to wait for credits to finish, but immediately afterward, there’s just that big green button again. Wonder if this is the same for movies...?
- 64. They all simply dump me back on the info page of the movie I just watched. That’s a huge BR- uh...
- 65. They all simply dump me back on the info page of the movie I just watched. That’s a huge BR- Opportunity to improve user retention... ;)
- 66. Enjoyed this? More @ the Digital Telepathy Blog http://dtelepathy.com/blog
Notes de l'éditeur
- First question after logging in, who’s watching? Personalized right upfront, good going - makes me feel like this is really some “me” time Pretty colors! Red & black makes me feel like I’m in a fancy movie theater, even though it’s all happening on a tiny screen Customized icons are pretty cool Clear indication of who are the kids vs adults Nice clear + add button
- First question after logging in, who’s watching? Personalized right upfront, good going - makes me feel like this is really some “me” time Pretty colors! Red & black makes me feel like I’m in a fancy movie theater, even though it’s all happening on a tiny screen Customized icons are pretty cool Clear indication of who are the kids vs adults Nice clear + add button
- First question after logging in, who’s watching? Personalized right upfront, good going - makes me feel like this is really some “me” time Pretty colors! Red & black makes me feel like I’m in a fancy movie theater, even though it’s all happening on a tiny screen Customized icons are pretty cool Clear indication of who are the kids vs adults Nice clear + add button
- Bam, content! One touch is all I need to start getting recommendations. Although minimalist, everything this is here is personalized - My List, then Top Picks for You Interesting, why does it change from 1st to 3rd person labelling? Then passive voice - “Recently Added” They’re using the masonry trick to encourage horizontal scrolling, just like Pinterest Saves having to use valuable screen space for Next/Prev buttons Same trick used w/ Recently Added - “Ooohh, what’s new??” Opportunities Really wish I could long-press to see clips or highlights of the shows - I’m a cynical millennial, I don’t trust the marketing posters ;) Lots of horizontal scrolling is tiring - it’s easier to vertically scroll more frequently
- Bam, content! One touch is all I need to start getting recommendations. Although minimalist, everything this is here is personalized - My List, then Top Picks for You Interesting, why does it change from 1st to 3rd person labelling? Then passive voice - “Recently Added” They’re using the masonry trick to encourage horizontal scrolling, just like Pinterest Saves having to use valuable screen space for Next/Prev buttons Same trick used w/ Recently Added - “Ooohh, what’s new??” Opportunities Really wish I could long-press to see clips or highlights of the shows - I’m a cynical millennial, I don’t trust the marketing posters ;) Lots of horizontal scrolling is tiring - it’s easier to vertically scroll more frequently
- Bam, content! One touch is all I need to start getting recommendations. Although minimalist, everything this is here is personalized - My List, then Top Picks for You Interesting, why does it change from 1st to 3rd person labelling? Then passive voice - “Recently Added” They’re using the masonry trick to encourage horizontal scrolling, just like Pinterest Saves having to use valuable screen space for Next/Prev buttons Same trick used w/ Recently Added - “Ooohh, what’s new??” Opportunities Really wish I could long-press to see clips or highlights of the shows - I’m a cynical millennial, I don’t trust the marketing posters ;) Lots of horizontal scrolling is tiring - it’s easier to vertically scroll more frequently
- Bam, content! One touch is all I need to start getting recommendations. Although minimalist, everything this is here is personalized - My List, then Top Picks for You Interesting, why does it change from 1st to 3rd person labelling? Then passive voice - “Recently Added” They’re using the masonry trick to encourage horizontal scrolling, just like Pinterest Saves having to use valuable screen space for Next/Prev buttons Same trick used w/ Recently Added - “Ooohh, what’s new??” Opportunities Really wish I could long-press to see clips or highlights of the shows - I’m a cynical millennial, I don’t trust the marketing posters ;) Lots of horizontal scrolling is tiring - it’s easier to vertically scroll more frequently
- Bam, content! One touch is all I need to start getting recommendations. Although minimalist, everything this is here is personalized - My List, then Top Picks for You Interesting, why does it change from 1st to 3rd person labelling? Then passive voice - “Recently Added” They’re using the masonry trick to encourage horizontal scrolling, just like Pinterest Saves having to use valuable screen space for Next/Prev buttons Same trick used w/ Recently Added - “Ooohh, what’s new??” Opportunities Really wish I could long-press to see clips or highlights of the shows - I’m a cynical millennial, I don’t trust the marketing posters ;) Lots of horizontal scrolling is tiring - it’s easier to vertically scroll more frequently
- Bam, content! One touch is all I need to start getting recommendations. Although minimalist, everything this is here is personalized - My List, then Top Picks for You Interesting, why does it change from 1st to 3rd person labelling? Then passive voice - “Recently Added” They’re using the masonry trick to encourage horizontal scrolling, just like Pinterest Saves having to use valuable screen space for Next/Prev buttons Same trick used w/ Recently Added - “Ooohh, what’s new??” Opportunities Really wish I could long-press to see clips or highlights of the shows - I’m a cynical millennial, I don’t trust the marketing posters ;) Lots of horizontal scrolling is tiring - it’s easier to vertically scroll more frequently
- Bam, content! One touch is all I need to start getting recommendations. Although minimalist, everything this is here is personalized - My List, then Top Picks for You Interesting, why does it change from 1st to 3rd person labelling? Then passive voice - “Recently Added” They’re using the masonry trick to encourage horizontal scrolling, just like Pinterest Saves having to use valuable screen space for Next/Prev buttons Same trick used w/ Recently Added - “Ooohh, what’s new??” Opportunities Really wish I could long-press to see clips or highlights of the shows - I’m a cynical millennial, I don’t trust the marketing posters ;) Lots of horizontal scrolling is tiring - it’s easier to vertically scroll more frequently
- Bam, content! One touch is all I need to start getting recommendations. Although minimalist, everything this is here is personalized - My List, then Top Picks for You Interesting, why does it change from 1st to 3rd person labelling? Then passive voice - “Recently Added” They’re using the masonry trick to encourage horizontal scrolling, just like Pinterest Saves having to use valuable screen space for Next/Prev buttons Same trick used w/ Recently Added - “Ooohh, what’s new??” Opportunities Really wish I could long-press to see clips or highlights of the shows - I’m a cynical millennial, I don’t trust the marketing posters ;) Lots of horizontal scrolling is tiring - it’s easier to vertically scroll more frequently
- I feel like I need me some HoC (need to get caught up before Season 5 comes out next month!) https://variety.com/2017/tv/news/house-of-cards-season-5-premiere-may-30-1201964931/ Notice how all personalization is stripped away now - the only thing they really want you to do is play the damn video, or take some other action Same cutoff trick used for episode listings, although header is the only visual
- I feel like I need me some HoC (need to get caught up before Season 5 comes out next month!) https://variety.com/2017/tv/news/house-of-cards-season-5-premiere-may-30-1201964931/ Notice how all personalization is stripped away now - the only thing they really want you to do is play the damn video, or take some other action Same cutoff trick used for episode listings, although header is the only visual
- I feel like I need me some HoC (need to get caught up before Season 5 comes out next month!) https://variety.com/2017/tv/news/house-of-cards-season-5-premiere-may-30-1201964931/ Notice how all personalization is stripped away now - the only thing they really want you to do is play the damn video, or take some other action Same cutoff trick used for episode listings, although header is the only visual
- This interface is all business - again, all personalization is stripped away, leaving only functional elements Famous salesman saying “Don’t sell past the close”
- This interface is all business - again, all personalization is stripped away, leaving only functional elements Famous salesman saying “Don’t sell past the close”a
- The “post-play experience” - hook ‘em while the ciffhanger sets in, and the credits are still rolling Encourages bingewatching
- The “post-play experience” - hook ‘em while the ciffhanger sets in, and the credits are still rolling Encourages “just one more episode” bingewatching
- Personalization again (although not as much as Netflix) OMG, did they seriously leave this precious mobile screen space wide open?? Oh, wait… I need to add more stuff to my “Watchlist”, I guess? What’s exactly is a watchlist, btw? I can take a guess, but would be nice to know, as a new user Ok, lemme add something… Oooh, I’ve heard Rick & Morty’s good, let’s add that
- Personalization again (although not as much as Netflix) OMG, did they seriously leave this precious mobile screen space wide open?? Oh, wait… I need to add more stuff to my “Watchlist”, I guess? What’s exactly is a watchlist, btw? I can take a guess, but would be nice to know, as a new user Ok, lemme add something… Oooh, I’ve heard Rick & Morty’s good, let’s add that
- Personalization again (although not as much as Netflix) OMG, did they seriously leave this precious mobile screen space wide open?? Oh, wait… I need to add more stuff to my “Watchlist”, I guess? What’s exactly is a watchlist, btw? I can take a guess, but would be nice to know, as a new user Ok, lemme add something… Oooh, I’ve heard Rick & Morty’s good, let’s add that
- I’ll just press the “Add” button… wait, where is it? How do I add to my watchlist? I guess “Details”?
- I’ll just press the “Add” button… wait, where is it? How do I add to my watchlist? I guess “Details”?
- I’ll just press the “Add” button… wait, where is it? How do I add to my watchlist? I guess “Details”?
- Aaaand back to the top - oh, wait, the top recommended show has already updated, after adding just one show! Impressive real-time personalization I checked, and Netflix doesn’t do this Let’s try Community, I’ve heard good things about that show
- Aaaand back to the top - oh, wait, the top recommended show has already updated, after adding just one show! Impressive real-time personalization I checked, and Netflix doesn’t do this Let’s try Community, I’ve heard good things about that show
- Aaaand back to the top - oh, wait, the top recommended show has already updated, after adding just one show! Impressive real-time personalization I checked, and Netflix doesn’t do this Let’s try Community, I’ve heard good things about that show
- Aaaand back to the top - oh, wait, the top recommended show has already updated, after adding just one show! Impressive real-time personalization I checked, and Netflix doesn’t do this Let’s try Community, I’ve heard good things about that show
- Aaaand back to the top - oh, wait, the top recommended show has already updated, after adding just one show! Impressive real-time personalization I checked, and Netflix doesn’t do this Let’s try Community, I’ve heard good things about that show
- Seems like a bit of wasted space up top, esp. b/c there’s no description of the show - have to click on “Details” to see it This “Start Watching” tile doesn’t really show off the image underneath well - distracting? This should be the whole point of the screen, right? Same mosaic tile tricks being used here Ok, I’m game - let’s play it!
- Seems like a bit of wasted space up top, esp. b/c there’s no description of the show - have to click on “Details” to see it This “Start Watching” tile doesn’t really show off the image underneath well - distracting? This should be the whole point of the screen, right? Same mosaic tile tricks being used here Ok, I’m game - let’s play it!
- Just like Netflix, it’s just the facts ma’am - only what absolutely needs to be there in the player Kinda weird that there’s a share button here Anyways, let’s see how they’ll keep me engaged
- Whoa, I had to wait through 3 back-to-back ads, plus all the show credits before they showed the post-play experience & autoplaying the next episode This could be a big opportunity for retaining viewers Interesting that the content they want me to watch is receded to the background, yet the content I just watched is the most prominent item on the screen… [chinstroke emoji] Opportunities Fix the play button! The overlay thing simply obscures the episode thumbnail & makes the CTA button less noticeable Post-Play Experience could emphasize new content more than old
- Whoa, I had to wait through 3 back-to-back ads, plus all the show credits before they showed the post-play experience & autoplaying the next episode This could be a big opportunity for retaining viewers Interesting that the content they want me to watch is receded to the background, yet the content I just watched is the most prominent item on the screen… [chinstroke emoji] Opportunities Fix the play button! The overlay thing simply obscures the episode thumbnail & makes the CTA button less noticeable Post-Play Experience could emphasize new content more than old
- Whoa, I had to wait through 3 back-to-back ads, plus all the show credits before they showed the post-play experience & autoplaying the next episode This could be a big opportunity for retaining viewers Interesting that the content they want me to watch is receded to the background, yet the content I just watched is the most prominent item on the screen… [chinstroke emoji] Opportunities Fix the play button! The overlay thing simply obscures the episode thumbnail & makes the CTA button less noticeable Post-Play Experience could emphasize new content more than old
- Big, bold imagery Interesting that show posters are a different ratio than movies - wonder if that’s intentional signaling to users Not using the mosaic technique - could be missing out there Hamburger menu in the top-left corner - wait a second...
- Big, bold imagery Interesting that show posters are a different ratio than movies - wonder if that’s intentional signaling to users Not using the mosaic technique - could be missing out there Hamburger menu in the top-left corner - wait a second...
- Big, bold imagery Interesting that show posters are a different ratio than movies - wonder if that’s intentional signaling to users Not using the mosaic technique - could be missing out there Hamburger menu in the top-left corner - wait a second...
- Big, bold imagery Interesting that show posters are a different ratio than movies - wonder if that’s intentional signaling to users Not using the mosaic technique - could be missing out there Hamburger menu in the top-left corner - wait a second...
- It’s a conspiracy! [Scream emoji] [Hamburglar]
- It’s a conspiracy! [Scream emoji] [Hamburglar]
- Anyway, not much apparent personalization to the user, although if I add a new movie to my watchlist...
- It does appear to do real-time personalization (Goliath & Infiltrator)
- Nothing says “Let’s do this” like a giant green button ;) Interesting that there’s literally no overall description of the show! Social proof crammed in there, from other shoppers & IMDB for credibility Pretty bare-bones UI here - perhaps another example of not “selling past the close”?
- Nothing says “Let’s do this” like a giant green button ;) Interesting that there’s literally no overall description of the show! Social proof crammed in there, from other shoppers & IMDB for credibility Pretty bare-bones UI here - perhaps another example of not “selling past the close”?
- Nothing says “Let’s do this” like a giant green button ;) Interesting that there’s literally no overall description of the show! Social proof crammed in there, from other shoppers & IMDB for credibility Pretty bare-bones UI here - perhaps another example of not “selling past the close”?
- Nothing says “Let’s do this” like a giant green button ;) Interesting that there’s literally no overall description of the show! Social proof crammed in there, from other shoppers & IMDB for credibility Pretty bare-bones UI here - perhaps another example of not “selling past the close”?
- I take it all back - whoa, there’s a ton of content here - would’ve completely missed it, if I hadn’t scrolled past all the episodes Great use of content partnership w/ IMDB (fun fact, it’s the oldest database-driven websites on the internet!) The social proof is strong with this one - reviews, IMDB scores, trivia, and more
- I take it all back - whoa, there’s a ton of content here - would’ve completely missed it, if I hadn’t scrolled past all the episodes Great use of content partnership w/ IMDB (fun fact, it’s the oldest database-driven websites on the internet!) The social proof is strong with this one - reviews, IMDB scores, trivia, and more
- I take it all back - whoa, there’s a ton of content here - would’ve completely missed it, if I hadn’t scrolled past all the episodes Great use of content partnership w/ IMDB (fun fact, it’s the oldest database-driven websites on the internet!) The social proof is strong with this one - reviews, IMDB scores, trivia, and more
- I take it all back - whoa, there’s a ton of content here - would’ve completely missed it, if I hadn’t scrolled past all the episodes Great use of content partnership w/ IMDB (fun fact, it’s the oldest database-driven websites on the internet!) The social proof is strong with this one - reviews, IMDB scores, trivia, and more
- I take it all back - whoa, there’s a ton of content here - would’ve completely missed it, if I hadn’t scrolled past all the episodes Great use of content partnership w/ IMDB (fun fact, it’s the oldest database-driven websites on the internet!) The social proof is strong with this one - reviews, IMDB scores, trivia, and more
- Whoa, really busy player interface - wonder why all that info about the actors is there...
- Whoa, really busy player interface - wonder why all that info about the actors is there...
- Oh, ok, they’ve added tons of extra content in here! Pretty genius engagement play through content partnership! Keep user in the app, even during those “Where do I know her from??” moments - super sneaky, Amazon! Alright let’s see the post-play experience...
- Oh, ok, they’ve added tons of extra content in here! Pretty genius engagement play through content partnership! Keep user in the app, even during those “Where do I know her from??” moments - super sneaky, Amazon! Alright let’s see the post-play experience...
- Damn, they waste no time - again, had to wait till the credits finished, but as soon as the video was done, there’s that big green button again Granted, this was for an episodic show - let’s see what they do at the end of a movie...
- Damn, they waste no time - again, had to wait till the credits finished, but as soon as the video was done, there’s that big green button again Granted, this was for an episodic show - let’s see what they do at the end of a movie...
- I tried 3 other movies, and they all just dump the user back on the info page - no recommendations, no autoplay, etc. Opportunities This could be a huge retention dropoff point for Amazon
- I tried 3 other movies, and they all just dump the user back on the info page - no recommendations, no autoplay, etc. Opportunities This could be a huge retention dropoff point for Amazon