Video Streaming Service
AboutWarner Bros. DramaFever App Streams Award-winning Movies and TV Shows from Around the World.
Streaming Service delivered one of the largest libraries of international content through our localized apps with professional subtitles in English, Spanish, Portuguese, and Chinese. Every month, over 1 billion minutes of TV and movies are streamed to an audience of 120 million viewers.
ROLEMy Role: Product Designer (UX/UI)
Tools: Sketch, Photoshop, After Effects, Trello, Zeplin, Invision, Flinto
Skills: Design System, UI/UX, A/B Testing, Design Thinking, User Interviews, Contextual Inquiry, Analysis: Quantitative & Qualitative, Journey Mapping, Card Sorting, Usability Testing
Platforms: iOS, Android, Web, TvOS, SmartTV, xBOX, PS4, LG WebOS
The TeamCross-Functional Team
Benefits: achievements of outcomes beyond the reach of individual existing departments, faster responses to technological change, improved reaction to external competition, and increasing familiarity.
In my team, I had the pleasure to work with Digital Designers, Illustrators, Art-designers, Motion Designers, Developers, Costumer Support, UX Researchers and Designers, Marketing, Product Managers, and Video Team.
People Problems*
“I would like to keep watching where I left off”
“I would like to discover more new shows
“I don’t want to pay for the service”
“I can not find some titles”
* Based on the Reviews from AppStore and Google Play, customer support feedback, emails, social.
Validated by Data, User-interviews
Business Problems
Most popular titles weren’t getting enough attention
People can’t find some titles
Limited playback experience
Low KPI (time before starting watching the show)
Low number of premium users
INFORMATION ARCHITECTURETaxonomy Research
The DramaFever app requires no explicit onboarding as it only takes seconds for a customer to discover content and start watching - the result of hundreds of hours of testing, and taxonomy research.
Cards were created by Jesse Kim
DISCOVERYPersonas
Personas were vital to the success of a product because they drove design decisions by taking common people's needs and brought them to the forefront of planning before the design has started. Personas allowed the team to better empathize with the user groups.
Skills: Online polls & surveys, user observation, empathy and journey maps, in-person interviews.
Persona deck created by Jesse Kim
Ux FlowsAnalysis and User Flow
Navigation structure reflects DramaFever users’ top needs: resume watching, stay up-to-date with the latest releases and browse content by topics. Ten out of ten users were able to navigate the app with ease.
USABILITY TESTINGValidating Assumptions
Through multiple rounds of testing and iterating on the design, MVP experience of the app was improved.
© Jesse Kim
HI-FI DESIGNSCinematic Experience
UI used on the app conformed to the Google Material Design and Apple iOS GUI for better usability and faster app development.
DESIGN SYSTEMGlobal Thinking = Smart Solutions
Design System helped to design Warner Archive iPad App and DC Comics based on the Drama Fever just in 2 weeks
You can view another case-study about Design-System here
Universal Video Player
The goal of having universal video-player was to minimize developing time, provide a complete and cohesive experience for users across all platforms and projects (Drama Fever, DC Comics, Warner Archive, Boomerang and etc.)
INTERNAL TOOLSVideo Subtitler
Subtitling is a crucial part of our current business. Most content is foreign and needs to be translated with subtitles for our primarily English speaking audience. As we expand our offerings internationally to other geographic areas, our subtitling needs are also growing to be able to support subtitles for countries to match the primary languages spoken for different regions. As we are now expanding into Latin America, Spanish and Portuguese subtitles are becoming more prevalent to support these users.
Goal
To get videos live faster while maintaining a high level of quality and reduce the number of manual steps in a workflow
KPI’s
Hours to get episode live after airing (With Subtitles / Metadata / Pages) and manual steps by our team in making subtitles, creating, new series page, releasing episode in series, video syndication to distribution partners (HULU, Amazon)
TECHNOLOGYGlobal Cross-platform Streaming Service
Using the latest web, mobile, and OTT technology, DramaFever apps support ultra 4K DolbyVision/Atmos quality, multiple subtitles, offline viewing, Chromecast, Airplay, and much more.
BonusiMessage Stickers
Users loved our mascot, the Pigrabbit, and we’ve given them a way to express their feelings through iMessage better.
Goal: To increase loyalty, stand out from the competitors, provide DF experience outside of the app
Illustrator © Hyunji Kim
Five-Star Experience
Over 24 000 Real Reviews on AppStore
The Press Loved Our Content
“It's the quality of the production, of strong, scripted, serialized stories ... if you watch two episodes, there's a good chance you'll stay up all night to watch the remaining 20.”
– NBC NEWS
RESULTSExceptional Team-Work – Incredible Results!
We had a clear idea of how success would look like before we started the work on redesigning the DramaFever streaming service, and some of the numbers exceeded our expectations, take a look:
50%
The mobile viewership increased by more than 50% (mobile revenue doubled) in less than a year
Top 10
We got into Top 10 Grossing on App/Google Play stores (Entertainment Category) among HBO, Netflix, and HULU
250%
Revenue grew by 250% in 1 year by implementing redesign, a cohesive product strategy and taking calculated measured risks for advertising and subscription-based vodeo-on-demand business reaching over 21MM users worldwide
5-Star
Delivered 4.5-5* Android/iOS apps
100%
Increased App Store and Google Play subscriptions by 100% in 6 months through activation, engagement, and retention optimization; growth strategies featured in 3 Google IO/Playtime events
“I've had the pleasure of working with Mikhail at Warner Bros. for over 2 years. During this time, we worked together on multiple iOS and Android apps at different stages in their product lifecycles. He is creative, enthusiastic and lightning fast, but the thing that sets him apart from other designers is his resourcefulness. Mikhail is able to tackle any problem you throw at him without hesitation and often comes up with solutions that both delight and impress…”
— Regina Chen, Product Manager at Warner Bros.