The Download Enhancements project aimed to improve user experience by automatically redirecting users to the downloads section when they are offline and enhancing the consistency of download-related features across the app. This project focuses on addressing user complaints and improving navigation to ensure that users can easily access downloaded content, even without an internet connection.

Role: Product&nbsp;Designer

Designed the enhanced downloads flow for different user types and introduced settings in downloads section

Worked closely with Product Managers, Developers, QA Engineers, UX writer and Visual Designer to create a smooth user experience.

Developers: Swapna, Subhajit (iOS), Manoranjan (Android)

In the current user journey, when a user loses internet connection while watching a video, they are not provided with the option to continue watching from the downloads section. Additionally, some null states incorrectly prompt users to access downloads, even for AVOD (ad-supported video on demand) users. iOS users, regardless of their subscription type, see the same null state when offline, without being redirected to relevant pages like downloads or plan options.

The app was receiving numerous complaints on the App Store and Play Store about issues with the downloads feature. Despite the downloads icon getting maximum clicks on the consumption screen, users struggled to access the downloads section, especially when offline. This led to user drop-offs and frustration.

Primary Research-Conducted with the help of the research team to understand why users download content and where they expect the downloads section to be located.

Secondary Research- Included competitive analysis to understand what competitors were doing and research on the current implementation within Zee5.

Why Downloads? : Users preferred downloads for better video and sound quality, no extra data consumption, no buffering, ad-free content, and convenience while traveling.

Position of Downloads: Users expected downloads to be in the ‘My Profile’ or ‘For You’ section, but found it difficult to navigate if buried in the second fold.

Miscellaneous: Some users thought downloads were saved in phone storage or believed they weren’t free.

Current Implementation: Inconsistent download icons, improper content segregation, unclear sub-texts, and no clear options when the internet is off.

Competitive Benchmarking: Netflix and YouTube provided smart downloads and better navigation for download features.

1. Research and Analysis: Conducted secondary research for competitive benchmarking and primary research on the current implementation.

2. Workshop: Generated initial ideas with the team from scratch and defined user flows based on workshop insights.

3. Exploration: Created low-fidelity wireframes to optimize the user experience and gathered feedback from stakeholders.

4. Visual Design: Collaborated with visual designers and a UX writer to consolidate the final design. Involved the design system team for review and incorporated feedback.

User Journey and Feature Prioritization:

Prioritized Features: Redirect users to downloads when offline, simplify navigation to the downloads section, improve clarity about download capabilities, and introduce recommended downloads and auto-play features.

Solution Development:&nbsp;The final flow heavily relied on meaningful copy to guide users effectively. The UX writer played a crucial role in this, and after several iterations based on stakeholder feedback, the final designs were presented and approved.

Testing:&nbsp;Tested the settings flow, which sparked additional ideas for the next MVP (Minimum Viable Product).

Visual Design Elements: Collaborated with a visual designer to create icons for different download states, which were then incorporated into the design system.

Covered all flows for different user types and internet statuses (both offline and online).

Introduced recommended downloads to improve user engagement.

Created a comprehensive download settings flow.

Included error states to handle various offline scenarios.

  Increased downloads clicks from 11M to 14.6M between July and September.

  Watch time through downloads increased by 3%.

  User complaints on the App Store and Play Store were reduced by 60%.

Successes: Early cross-functional collaboration led to better designs, and coordination with the data science team and developers in an agile setting ensured project success. Multiple workshops and feedback sessions helped refine the final product.

Challenges: Miscommunication between the cross-functional teams delayed the final solution.

Recommended that the Discovery team keep the downloads section more accessible by moving it to the forefront.

Suggested that downloads be treated as a separate CTA, given its popularity.

Continued work on Smart Downloads as an extension of the current download features.

Redirecting ZEE5 users to the downloads section on mobile when offline and improve design consistency, ensuring seamless access and a unified user experience.

Enhancing downloads experience

Created digital solutions for mobile, web, and TV platforms, reducing user complaints related to video experience by 52% and enhancing overall satisfaction. Conducted user research, design, and testing to improve video features like the seek bar, watch next, and video settings. Designed and launched the Watch Party feature for ILT20 season 2, increasing user engagement during live matches. Improved download features, resulting in a 60% reduction in related user complaints. Managed multiple quick sprint projects, including awards voting, mini player, and content management system. Participated in Zee Hackathons, designing features like Android Auto integration, save video quality settings, and Picture-in-Picture mode.

The Watch Party feature for ILT20 Season 2 lets cricket fans watch matches together, no matter where they are. This feature includes live text and video chats, so fans can cheer, discuss, and celebrate every moment with their friends and family, making the viewing experience more social and interactive.

Last year, we introduced features like "Play and Win 2023" and "Key Moments" for ILT20. This year, we wanted to make watching cricket even more exciting by answering the question:

"How can we make watching cricket matches online feel as fun and interactive as being in the stadium, and let users watch matches with their friends?"

&nbsp;Looked at what our competitors were doing (competitive analysis).

Competitors had issues like unclear messages, broken flows, and complicated user experiences.

From our research, we established key principles for our design:

  1. Simplicity: Keep it clear and easy to use.

  2. Ease of Access: Make it simple from start to finish.

  3. Flexibility: Build it to adapt and grow.

  4. Scalability: Ready to handle lots of users.

Due to a tight schedule, we didn't hold formal workshops. Instead, we gathered ideas from team members and other designers throughout the project.

We explored many ideas to create an immersive experience. Our approach was to test and improve ideas quickly rather than aiming for a perfect design right away.

Addressed technical constraints, tweaked designs, and simplified flows based on feedback.

Tested the feature with 16 employees from different teams within ZEE.

Watch Party enhances viewing experience with shared passion, lively discussions and easy connections with loved ones in a user-friendly, interactive environment

Enhancing downloads experience

Aasmita Das