Establishing key principles for online streaming journeys
Project Omnibus
Co-executing a large-scale concept testing, spanning an end-to-end user journey in the midst of a pandemic
Background
GoPlay was a subscription video-on-demand service under Gojek, an multi-service technology platform in Indonesia. During its early development at the time, there was a wide exploration on various feature ideas, yet we lack foundational understanding specifically on streaming behaviors using mobile devices.
This research strived to uncover fundamental insights for online streaming experiences, especially capturing rapidly shifting behavior due to the pandemic. Instead of doing separate studies on each experience touchpoints, we came up with an initiative to do a large-scale concept testing at once, covering GoPlay’s app journey end to end.
Testing out the prototypes to gather perception, completed with deeper insights on behavior, pain points, and needs in online streaming mobile apps
METHOD
We approached the research with two stages.
Gathering ideas and solutions on what features and journey area to be tested. The aim was to make lo-fi sketches with GoPlay’s product team, which will be made into prototypes by designers.
Stage I
Ideation Workshop
Done online on Miro
We came up with How-Might-We questions derived from that year’s Objective Key Results for the business.
We also looked at the product roadmap to summarise a list of features or testing areas to be done during fieldwork, such as…
App onboarding (user preferences, profile setting)
Watching experience (playback controls, scrobbling, group watching, etc)
Content discovery (search bar, home screen curation & recommendation)
The research team moderated a successful workshop with 20+ participants across functions.
In the second stage, we talked to 8 participants to test the prototypes and understand more about their online streaming behavior.
Findings and Wrap-Up
In the end, we came up with guiding principles for each journey area, and recommended initiatives to sharpen our current app interface.
IMPACT
As result, we sat down with the business and product teams and set priorities for GoPlay’s immediate development.
When faced with a large-scope study, set frequent check-ins to share milestone based findings and interim reports to keep the stakeholders informed and to constantly refresh memories about the study.
Be flexible. Modify testing scenarios when necessary. In this case, we asked them to try the whole journey end-to end with a semi-structured discussion to save time instead of asking everything in the guide.
RETROSPECTIVE
It took longer period to prepare for each stage overall, due to the scope of the study and wider collaborations across team. The timeline had to be adjusted a few times to keep with schedule.
Since the concept testing scope involved end-to-end journey, the interviews took as long as 2 hours.
