Prime Video

Study case + new feature

2024

This project focuses on redesigning the user experience for a popular movie streaming platform to enhance content discovery and engagement. By integrating AI-driven personalization and improving navigation, the goal was to empower users to effortlessly find and enjoy content tailored to their preferences.

CONTEXT

The project was born from an assignment to reimagine the user interface of a streaming service while addressing common pain points such as inefficient content discovery and overwhelming menu structures. By analyzing user personas representing different demographics and needs, the redesign aims to create a more personalized and user-centric experience. With AI-driven recommendations and an improved interface, this project bridges the gap between functionality and accessibility.

RESEARCH

The research process began with creating detailed user personas to identify challenges faced by diverse audiences, such as difficulty finding relevant content and navigating complex interfaces. Through interviews and user feedback, I gathered insights into their frustrations and preferences. Key findings informed the integration of AI-powered recommendations, simplified navigation, and intuitive design elements, ensuring the new interface addressed user needs while enhancing engagement and satisfaction.

PROCESS AND DESIGN APPROACH

The redesign aimed to resolve user frustrations with content discovery by integrating AI-driven recommendations and simplifying navigation. Guided by the strategy to "empower seamless, personalized entertainment," the design prioritized simplicity, accessibility, and consistency across devices. Key principles included responsive navigation, streamlined content filters, and tailored prompts, enhancing engagement and satisfaction.

EXISTING ONBOARDING TEARDOWN

We broke down the existing onboarding journey alongside some competitor research. There were some obvious improvements where we could streamline and simplify the UX and add the new unique features seamlessly.

Initial wireframes
Concept wireframes
Sitemap
The redesigned wireframe concept for Amazon Prime Video introduces a streamlined homepage, enhanced menu navigation, and innovative features like tailored prompts and AI-driven recommendations. These updates prioritize user personalization and simplicity, ensuring viewers can effortlessly discover content suited to their preferences. By incorporating responsive design and maintaining consistency across devices, this new framework elevates the overall user experience, setting a higher standard for engagement, accessibility, and satisfaction in the streaming industry.

CONCLUSION

We sadly had to move on from the project to start working on the Napster redesign soon after releasing this update. The initial conversion rates improved and early data looked promising. Spending some dedicated time exploring onboarding really helped my thinking in detail how every step and detail matters at this stage. Understanding why a user is trying your product and not getting in the way of this, while collecting the necessary data, is a fine balance.
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CONCLUSION

This project deepened my understanding of user-centered design and the importance of addressing real user needs. I learned to balance innovation with usability, integrating AI-driven personalization and simplified navigation to create an accessible, engaging, and seamless digital experience.
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