MyRadioTimes
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MyRadioTimes is a one point destination for all on demand and catch-up show information and watch options. All show recommendations are tailored to users interests and behaviour.
The more users interact with the app, their options become more and more aligned to their preferences.
Objective
Our goal is to build engagement for RadioTims users, gain younger audience and convert unknown users to known users and paying members. We did it by
inviting users for testing, gather data and improve key features require from users. In each feedback from testing, we managed to smooth user journeys in wireframes
and refine features for segmentations.
From user analysis, we know the current RadioTimes branding is not reaching to younger audiences. While testing, we rebranded MyRadioTimes identity
as sub-brand to RadioTimes. We also use algorithms and tailored the product for individual users.
My role
Worked collaboratively with other designers. We run workshops, user testing and prototyping. We find solutions to our problems
and produce user centric design to meet the need of our customers.
Process
MVP Research
To evaluate the early development MyRadioTimes product with users by exploring its strengths and weaknesses. The user insights
will then be used to enhance the product for MVP research. In testing sprints, we focus on general impression to the app, onboarding,
personalisation, navigation around the app, mood filter, interactions, destination pages, notifications, account section and hub screens.
We use MVP research to determine whether users would be likely to use the product; to understand whether they would use this product over other
competitors and why; to ascertain whether users would continue to use the product over time; to determine whether users like the product enough to
recommend it to a friend or family member; to evaluate whether interacting with recommendations drives engagement and to understand whether these
interactions create a sense of companionship with the app and drive loyalty.
Strengths of product / Qualitative insight
Below are the designs we used for phase 1 testing. Majority of users interested to get notifications if is easy to manage and understand the concept of on-demand to mean 'I can watch it now' and not confused by this term. A large proportion of users found the written content to be useful and felt intrigued by the onboarding and were interested to explore the product. On demand provider selection not questioned by users- most users liked this step, think is clear and easy to use and even predicted that it would happen on clicking "let's Get Started". Users like the concept of rating apps, sense of creating a personal profile. Majority of users understood and keen with personalisation some even surprise by the accuracy and had seen the shows so wanted more recommendations.
Most users realised that there are 3 categories and enjoyed swiping between categories and think is a neat design. Users like the idea of these recommendations could be "switch up" (refresh). On the Article section, users are drawn to "find out more" CTA on the show recommendations and like to read more of them. A good number of users like the interaction especially for "seen it" and "add to watchlist". Users understand that interacting with recommendations would improve their recommendations.
Weaknesses of product / Qualitative insight
Due to associations with RadioTimes, a number of users did expect it to be related to TV scheduling/planning. Some younger users commented on the design feeling a bit mature. Some users didn't read the text at all for onboarding information,
and there was confusion around whether or not to click let's get started when users land on onboarding screen. On the demand access page, some users keen to input more complex information as they felt it would provide them greater value in return.
On the ratings page, some users tried to swipe the screen and some said they didn't feel like some options were related and could be filtered by genre. More mature users didn't understand the concept of personalisation and some users desire classic to be
something they never heard of and want recommendations change each time they use the app. Users find "switch up" button hard to find and want navigation bar to have more visual prominence. Younger users like to stream shows directly, some users mentioned being
keen to have more in-depth indications of their usage.
A number of users have expressed finding the interactions unclear, some users desire to know more about what alert would involve in the labelling. Star rating being too small, some thought this was favouriting. A good number of users wasn't keen for destination pages, they expect more concise, functional information behind show recommendations e,g. How to watch, trailer, how many seasons, cast information. Some said they will only skim the information. Few users find landing on the different platform jarring. Due to being a tailored experience, some users expected a personalised show page too. Some users keen to see reviews and rating of others.
Conclusion: Personalisation will drive greater engagement. From user and usability analysis, we decided to re-brand MyRadioTimes and incorporate "watch now" option for users to watch directly from the platform.
Change of destination pages to be more functional and concise. Genres playing a larger role throughout experience and providing articles directly related to what people are watching at the moment. With the new look and feel, we will relabelling CTA buttons, make
the size a lot bigger, and make star rating more noticeable. Improve functionality for ratings and recommendations.
MyRadioTimes (Re-branding)
In phase 1 design (below images), we didn't want to drive away from RadioTimes current branding and used existing typography, colour platelet and UI elements to be consistent with RadioTimes image; users will also find familiarities when using this product. According to our earlier research
and analysis, we discovered that the current RadtioTimes brand image has a strong association to TV listing, planning and scheduling; a good number of younger users also feedback that the Phase 1 design is mature. To drive away from RadioTimes stereotypes and design for future
generations, re-brand MyRadioTimes is needed for phase 2 product development.
The brief Our target audience is 25-35 years old that are using the site more and more. The visual identity should evoke the brand attributes that emerged in previous discovery workshop and should be tested with users to make sure is clear. The tone of voice should be personal and conversational.
The brand character should base on the word Free.
Mood boards Our concept is based on the word Free, so RadioTimes can express the freedom of its future evolution whilst acknowledging its rich legacy. Dynamic, type, colour and illustration represent the variety of content. The versatility of this approach is representative of the magazine and print
design principles. Connecting the audience on and off the site, increasing empathy and engaging with editors. Through a personalised brand / style, we give each of them a human touch; colours. drawn from photos that how personality that builds a picture of the expertise they bring to their writing and opinions.
UI Colours & Typography style We choose 5 primary colours to give room for creating playful and lively look and feel; one highlight colour for key information and two base colours. For heading titles, we have 6 fonts for different cards to express the freedom, bold and dynamics. It might not be a usual typography practice for a brand but with MyRadioTimes, it is necessary
for those bold free typefaces to lead our cards. To attract attention, think freely and not follow orders; each time a card appears, the title heading will apply randomly.
Logo development UX flow UI Design Behind the scene
