The Project
VIX is Univision’s product created to provide a free streaming service with more than 20k hours of content to watch on-demand. Users can watch entire movies, soap operas, and TV shows in Spanish. Latino entertainment, free and 100% legal.
The Project consisted in building brand new apps for Mobile, Desktop, and Connected Tv Apps. and involved more than 150 globers all over the world. As scoop, the apps would include +100 Live Tv Channels with exclusive Latin content (movies, telenovelas, series, documentaries, news, and sports).
At the very beginning, the Globant design team worked on the experience for the Roku & Samsung Tizen apps in order to have a first MVP release in 3 months.
Later, our task involves working with mobile and desktop requirements by defining flows, wireframes, mockups, and prototypes. Also, investigating and testing in order to provide a positive user experience that really understands the user and product needs
The project involves a co-working process between the Globant and Univision teams. The product owner develops their ideas for new features and designers are assigned to those tasks. The tasks were tracked first in Asana, later in Jira and were worked in Design Sprints.
The Globant team:
3 Visual Designers, 2 UX Designers, 1 Service Designer, Product Manager, and 1 Project Manager.
3 Visual Designers, 2 UX Designers, 1 Service Designer, Product Manager, and 1 Project Manager.
The Univision team:
10 Visual Designers, 8 Product Owners.
10 Visual Designers, 8 Product Owners.
Design Process
After a deep immersion into the industry and business, clarifying their and users’ needs, along with best practices for designing Connected TV apps and other devices, our process begins when a Product Owner assigns a new feature to the team. When the design team already has the requirements, the first stage is to research and benchmark in order to get the first conclusions and assumptions.
Once the assumptions are defined, we start working on the user flows and low fidelity wireframes, and once they are completed, we continue by doing remote and guided user testings, with the Maze platform and interviews with clients, which allows us to collect meaningful data in order to know how the user behaves with a particular experience and evaluate design decisions.
Once the assumptions are defined, we start working on the user flows and low fidelity wireframes, and once they are completed, we continue by doing remote and guided user testings, with the Maze platform and interviews with clients, which allows us to collect meaningful data in order to know how the user behaves with a particular experience and evaluate design decisions.
When we have the final mockups, it passes through a review with the Product Owner and when it's approved, we create the prototypes in order to visualize a fully developed product in order to hand it off to the Development team.
Finally, the dev work is reviewed as it is completed in design sessions.
User Persona Study
Our wide audience is focused on the Hispanic population living in the US and Latin America and the Caribbean. From younger to older people, from single to family households with different tastes, interests, and incomes, this study contemplates the analysis of who will be using our streaming services in the end.
Main Insights & Conclusions
‣ Watching live TV has an emotional component for people who lives far from home, as it reminds them of the habit of watching along with family.
‣ The Free-only Archetype seeks both free access to content and easy access to Sports and News categories mostly. They use Youtube a lot for that goal.
‣ The Free-to-pay Archetype is willing to pay only for what they have an interest in and hates to pay for packages that contain lots of channels and content he doesn’t like.
‣ The Paid Subscriber Archetype is the most avid consumer of series and movies, and for them, variety is key to choosing a streaming service.
‣ Netflix is the king among these three archetypes as it is present regardless of financial status, age, profession, and streaming habits.
‣ Disney+ is most frequent in families who have kids and spend time together after going to bed.
‣ Other services like Prime Video or HBO Max are both ‘activated’ when a specific content they desire appears or when they come with phone plans or other service packs, so they are intermittent.
‣ The most frequented time of the day for watching streaming content is after work and before going to bed, about 2-3 hours a day.
‣ The older people (55+) segment is growing fast and they use these services the way they used the cable TV before: TV on, all day long.
‣ Price is the main factor for Latin Americans to subscribe. 55% of Chileans said they would consider canceling this service if subscription fees increased.
‣ The dissatisfaction with local TV is the main reason for people to subscribe to a streaming service. Perú and Chile lead this topic with 46%.
‣ México and Colombia lead the preferences for exclusive content with 40% and 37% respectively.
‣ Colombia and Perú lead the preferences towards local content on streaming services with 37% and 36% respectively.
‣ According to 27% of people in Latin America, one factor that motivated the streaming subscriptions was the necessity of keeping children entertained.
‣For 31% of Latin Americans, watching streaming content is a multitasking activity, spending time on their phones chatting with friends and family as the favorite task to do while they watch content as background.
Main Goals & Hopes
‣ To have content by region. Diversified from all countries.
‣ Have the option to pay Pay-Per-View even if they are not included in the service.
‣ To be able to watch original country’s television for free as on YouTube.
‣ Being able to watch series at the same time the family does, on two screens. Meanwhile, users Interact with other people at the same time.
‣ To have an access center where users can add the content or channels that interest them.
The User Testing process
To perform an optimal user testing, we follow some steps, practices and considerations, in order to get that meaningful insight we need according to the needs of the team and business:
After defining every step of the process, along with the key Stakeholders and Product Owners, we set up the script and Maze, depending on the goal and insights we want to obtain (quantitative and/or qualitative), and execute the testing with users. In this project, we executed both remote and guided user testings on features alone and complex journeys to measure the whole experience of the design in terms of Registration and Subscription.
Once it’s performed, we analyze the data and user quotes and present to the team in a deck, which includes the analysis, conclusions and recommendations to improve the experience now or in the future releases.
The Output
The team provides an OTT service platform for CTV, desktop, and mobile devices, which are part of a design system that can help us deliver a consistent product. Before launching the product to the market, all the requirements pass through a design process which is supported by the user testing results, analysis, and evaluation.
It is important to mention that these products are scalable, therefore it is contemplated that are in constant growth and evolving based on the market demands.
