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[Case 03]

ViX Streaming platform for Latino users living in the US, Latin America and the Caribbean.

Entertainment

From 0 to 169K subscribers in a span of 6 months: Launching a streaming platform from scratch for Latino users living in the US.

Design strategy, research, mentoring and hands-on design to deliver a complete streaming platform experience.

[Project Overview]

Univision and Televisa, two main companies in the entertainment industry merged as one and gave life to ViX, a product created to provide a free-to-pay streaming service for hispanic speakers in the US and Latin America through brand new apps for Mobile, Desktop, and Smart TVs.

[Problem Statement]

Univision has a big product that could easily rival the top 5 of the industry, but they didn’t have a proper design process and they weren’t a user-testing-driven company, so a user-centred mindset was needed to be placed for achieving its ambitious goals for the first year after its release, and beyond.

[Industry]

Entertainment

[My Role]

Lead Designer

[Platforms]

Desktop, Android, iOS and CTVs

[Timeline]

2022

View Full Case Study

View Full Case Study

[Persona]

Latino family

Diverse occupations

The project’s wide audience was focused in 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 contemplated the analysis of who will be using our streaming services in the end.

Read the entire User Persona Study on Medium

Age: All

Location: US, Latin America and the Caribbean

Tech Proficiency: Novice to Moderate

Gender: All

[Goal]

Quality time with their loved ones even on the distance.

To enjoy a free service to try it out first, before paying.

Easy user experience and variaety of content, including content by region.

[Frustrations]

Short variaety of Latino shows in the free streaming platforms.

Having to pay for the whole package when there's only a few items of interest.

The difficulty of using OTT platforms when choosing specific contents.

[Process]

[01] User Research

Defined the interview script and survey together with the Service Designer to collect both qualitative and quantitative data.

Conducted the interviews and analysed the survey results to come up with User Personas and a solid report.

Benchmarked against competitors to identify best practices for streaming platforms and design for big devices (CTVs).

[01] User Research

Defined the interview script and survey together with the Service Designer to collect both qualitative and quantitative data.

Conducted the interviews and analysed the survey results to come up with User Personas and a solid report.

Benchmarked against competitors to identify best practices for streaming platforms and design for big devices (CTVs).

[01] User Research

Defined the interview script and survey together with the Service Designer to collect both qualitative and quantitative data.

Conducted the interviews and analysed the survey results to come up with User Personas and a solid report.

Benchmarked against competitors to identify best practices for streaming platforms and design for big devices (CTVs).

[02] Insights

There’s an emotional component on watching live TV that turns into needs.

From free-to-pay to variety of contents are what users looks for in streaming products.

Ideal streaming product according to users would have content by region, a watch room and national live channels for free.

[02] Insights

There’s an emotional component on watching live TV that turns into needs.

From free-to-pay to variety of contents are what users looks for in streaming products.

Ideal streaming product according to users would have content by region, a watch room and national live channels for free.

[02] Insights

There’s an emotional component on watching live TV that turns into needs.

From free-to-pay to variety of contents are what users looks for in streaming products.

Ideal streaming product according to users would have content by region, a watch room and national live channels for free.

[03 Design Solution]

Defined Journey maps and User Flows before sketching the first wireframes.

Explored different designs using Univision's design system.

Come up with a prototype that was tested with Maze to track usability metrics.

[03 Design Solution]

Defined Journey maps and User Flows before sketching the first wireframes.

Explored different designs using Univision's design system.

Come up with a prototype that was tested with Maze to track usability metrics.

[03 Design Solution]

Defined Journey maps and User Flows before sketching the first wireframes.

Explored different designs using Univision's design system.

Come up with a prototype that was tested with Maze to track usability metrics.

[04] Testing & Iteration

Polished the information architecture based on user feedback.

Added micro-interactions to help users find specific features (older users).

Designed a mobile-first layout adaptable to desktop and CTV, together with the website registration page.

[04] Testing & Iteration

Polished the information architecture based on user feedback.

Added micro-interactions to help users find specific features (older users).

Designed a mobile-first layout adaptable to desktop and CTV, together with the website registration page.

[04] Testing & Iteration

Polished the information architecture based on user feedback.

Added micro-interactions to help users find specific features (older users).

Designed a mobile-first layout adaptable to desktop and CTV, together with the website registration page.

[Outcome]

169K subscribers located between the US and Mexico.
12M of Monthly Active Users within a span of 6 months.
87% of user satisfaction measured with the System Usability Scale (SUS) method.

[Key Learnings]

Micro-interactions are of great help to users.

Users can get educated on how to use the product while reducing information overload on the pages.

Micro-interactions are of great help to users.

Users can get educated on how to use the product while reducing information overload on the pages.

Micro-interactions are of great help to users.

Users can get educated on how to use the product while reducing information overload on the pages.

Users from different age ranges interact differently.

While 18-40 discovered the solution immediately, 50+ achieved the tasks after a while of exploring and trying.

Users from different age ranges interact differently.

While 18-40 discovered the solution immediately, 50+ achieved the tasks after a while of exploring and trying.

Users from different age ranges interact differently.

While 18-40 discovered the solution immediately, 50+ achieved the tasks after a while of exploring and trying.

UI design is a factor for engagement.

Besides the content availability, visual design proved to be relevant for users to feel interest in using the product.

UI design is a factor for engagement.

Besides the content availability, visual design proved to be relevant for users to feel interest in using the product.

UI design is a factor for engagement.

Besides the content availability, visual design proved to be relevant for users to feel interest in using the product.

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