Enhancing downloads experience

Overview

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 and Responsibilities

Role: Product Designer

Responsibilities:

• 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.

Team Members:

• Shradha (UX Writer)

• Atharva (Visual Designers)

• Upmanyudu (Reporting Manager)

• Soumik Solanki (Product Manager)

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

Context and Problem Statement

Context:

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.

Problem Statement:

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.

Research

Research Methods:

• 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.

Key Findings:

Primary Research Insights:

• 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.

Secondary Research Insights:

• 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.

Design Process

Process Overview:

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.

Solutions and Testing

Solution Development: 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: 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.

Final Design

Key Features:

• 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.

Outcome and Impact

• 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%.

Conclusion

Final Thoughts:

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.

Future Enhancements:

• 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.