Redesign of OTT Apps for Single Course Purchasers
The Great Courses
OTT SVOD App
Branding
Design System Creation
Creative Direction
Custom Iconography
Journey Maps
Personas
Prototypes
User Research
User Testing
UX/UI Design
Wireframes
Adobe CC
Axure RP
Glassbox
Figma
Optimal Workshop
Usertesting.com
Challenge
Through rigorous testing, research and client outreach initiatives, it became clear that The Great Courses needed to enhance accessibility and adapt to shifting user preferences, as more consumers desired to view educational content on larger screens via OTT devices like Apple TV, FireTV, Roku, and Chromecast-enabled TVs. Research revealed significant growth potential, with many users consuming in or near Smart TV or OTT-equipped spaces such as bedrooms, family rooms and home gyms. These users typically accessed content on small devices, presenting a prime opportunity to transition to larger screens. The challenge was crafting a seamless OTT application to meet these needs while staying familiar and approachable to the existing mobile app and responsive web access points, thereby delivering a more streamlined, engaging and versatile user experience across diverse platforms.
Results
The resultant OTT application successfully addressed the challenge by delivering an intuitive, cross-platform experience that enhanced user engagement with The Great Courses library. It provided existing customers with easy access to purchased content on any web, mobile and OTT-enabled device, and paved the way to launching a subscription-based model (The Great Courses Plus) that attracted new users. This strategic shift not only increased customer satisfaction but also expanded the user base and learning opportunities, positioning The Great Courses as a leader in the domain of lifelong learning delivered through modern technology platforms.
48%
72%
56%
Boost in Customer Satisfaction
Process
Market Research and User Analysis: To understand the needs, preferences, and pain points of current users we conductd extensive market research to understand the OTT landscape, examining OTT platforms such as Apple TV, FireTV, Roku, and Chromecast.
During this process we analyzed user behavior, consumption data and feedback that suggested the prevalent use of courses on smaller devices in the proximity of OTT-capable devices and Smart TVs.
These findings led to user surveys and other outreach initiatives that helped validate our hypotheses by gathering user feedback identifying the preferences, challenges, and desired features of our users on larger screens.
Defining Requirements & Functionality: Research showed that core functionalities required for the OTT app such as course library browsing, video playback, syncing progress, and account management remained fairly consistent with both web and mobile app expectations.
Understanding that there are key differences between each platform however, required us to open up the OTT/Smart TV hood so to speak, realizing that there was a clear opportunity for niche experience enhancements and improvements such as voice enabled UX/UI, and differing discovery/experiential mental models such as 'long press/press and hold' states on action buttons, focus state interaction, back/menu button expectations and much more.
Wireframing & Prototyping: Wireframes of main screens emphasizing user flow and intuitiveness were produced using design tools including Figma and Axure RP Pro, both of which allowed for varying degrees of bluetooth/IR remote and gaming console controller interactions which helped tremendously during testing.
Integration with Existing Systems: We integrated the OTT apps with existing backend systems and APIs for streamlined course management, user authentication, and secure payment systems.
Testing and Quality Assurance: Conducted comprehensive functionality and security testing across platforms with QA/UAT team and engaged with users through both moderated and unmoderated testing sessions to garner feedback.
Launch and Marketing Strategy: We strategically launched the app with omnichannel marketing efforts focused on promotion, awareness and user adoption. Success was idicated by a 48% increase in user sign-ins overall through OTT within the first quarter, leveraging promotional strategies.
Post-launch Support and Feedback Loop: We established continuous monitoring and analytics to track usage trends across all platforms and touch points and maintained a feedback loop for ongoing improvements.
Key Take Aways
User Centric Design: Understanding our customer behavior and preferences across multiple touch points and platforms was crucial. Modifying each experience with the end-user in mind, especially within their preferred devices and environments, fostered higher engagement and satisfaction across the board.
Cross-Platform Consistency: Maintaining a consistent user experience across all platforms ensured seamless navigation and usability, which was essential given the variety of OTT devices and varying capabilities and micro-interactions for each.
Flexible Technology Infrastructure: Selecting versatile and scalable technology allowed for easier integration and future-proofing, accommodating updates and expansions as technologies evolved.
Effective Feedback Integration: With my vast experience in advertising, marketing, branding and visual design I helped facilitate omnichannel marketing strategies, coupled with promotional offerings, which significantly boosted initial adoption rates and expanded user the OTT and TGC user base swiftly.
Continuous Improvement: By establishing mechanisms for ongoing usage monitoring, user feedback, and updates we ensured that the app remained relevant and efficient, catering to both technical performance and user expectations.
Chris Ward
OTT App Design Samples
Through meticulous redesign processes and a user-centered approach, the revamped Great Courses mobile and OTT apps successfully addressed previous deficiencies and introduced a plethora of new and enhanced features, considerably enhancing user satisfaction and engagement while attracting tens of thousands of new customers. This case study exemplifies the transformative power of thoughtful user centered, rigorous testing and research in app redesigns and development.
More Samples Available…
I am in the process of redesigning this site, and there is a lot more I can add here, but thought it was far enough along to release into the wild. Check back soon or drop me a line for more.