Bosch internship

Research, App Design, Usability Testing

2020

During my internship at Bosch, I developed a pitch to enhance user engagement through gamification for Zee5, a leading OTT platform. I conducted in-depth market research, user research, and usability testing of existing OTT services. Leveraging these insights, I conceptualized Moofi—an innovative OTT solution that promotes ethical streaming by curbing binge-watching and improves content recommendations by allowing users to establish individual social identities on the platform.

Role

UX Designer

Duration

5 months

Team

1 Designers X 1 Data Scientist x

1 Project Manager x 3 Developers

Category

VUI Usability Engineering

" How can we improve user engagement on content viewing platforms through gamification and personalisation?"

Business Goal

Create a compelling pitch deck to present to potential OTT partners, showcasing our capabilities to enhance user engagement on their platform. Emphasize our expertise in providing ongoing support and maintenance of technology, ensuring their platform remains cutting-edge and user-friendly.

RESEARCH

Competitor mapping

Competitor mapping

RESEARCH

After studying the OTT giants in the industry a few common features came up - Original content on platforms, Ad-free streaming options, personalisation of recommendations, allow users to create multiple profiles on the platform and tagging content for better search results.

After studying the OTT giants in the industry a few common features came up - Original content on platforms, Ad-free streaming options, personalisation of recommendations, allow users to create multiple profiles on the platform and tagging content for better search results.

After studying the OTT giants in the industry a few common features came up - Original content on platforms, Ad-free streaming options, personalisation of recommendations, allow users to create multiple profiles on the platform and tagging content for better search results.

Stakeholder mapping


Stakeholder mapping


Various stakeholders play a direct and indirect role in this ecosystem but the users to be targeted for this study are the Subscribers or Account Users as their experience will define if the product will be used or discarded.

Various stakeholders play a direct and indirect role in this ecosystem but the users to be targeted for this study are the Subscribers or Account Users as their experience will define if the product will be used or discarded.

User research insights

After interviewing 23 users of the age group 18-32 the following statistics were gathered.

User research insights

Stakeholder mapping



Various stakeholders play a direct and indirect role in this ecosystem but the users to be targeted for this study are the Subscribers or Account users as their experience will define if the product will be used or discarded.

User research insights

Stakeholder mapping



Various stakeholders play a direct and indirect role in this ecosystem but the users to be targeted for this study are the Subscribers or Account users as their experience will define if the product will be used or discarded.

Competitor mapping

After studying the OTT giants in the industry a few common features came up - Original content on platforms, Ad-free streaming options, personalisation of recommendations, allow users to create multiple profiles on the platform and tagging content for better search results.

User research insights

User research insights

User research insights

From the users interviews the major insights that came up were in the following themes.

From the users interviews the major insights that came up were in the following themes.

Users need reliability, efficiency and social engagement

Users need reliability, efficiency and social engagement

Users need reliability, efficiency and social engagement

What can we do about this?

What can we do about this?

Moofi A consolidated OTT platform where users can access content from multiple platforms and pay for only the particular content they want to watch. The offerings of the platform are in the following themes

Moofi A consolidated OTT platform where users can access content from multiple platforms and pay for only the particular content they want to watch. The offerings of the platform are in the following themes

Moofi A consolidated OTT platform where users can access content from multiple platforms and pay for only the particular content they want to watch. The offerings of the platform are in the following themes

User profiles

Users reported that they trusted the recommendation of their friends more than the ML predictions. Creating profiles would help users interact with each other to share and review content. It adds a personal aspect to the platform

Users reported that they trusted the recommendation of their friends more than the ML predictions. Creating profiles would help users interact with each other to share and review content. It adds a personal aspect to the platform

App Recommendations

Users often spent too much time trying to decide what to watch and ended up wasting a lot of time finding content they like. The shuffle feature helps them randomly pick content which could be either a movie or TV show to cut down on decision making time.

Users often spent too much time trying to decide what to watch and ended up wasting a lot of time finding content they like. The shuffle feature helps them randomly pick content which could be either a movie or TV show to cut down on decision making time.

Binge control

Almost 70% of the users engaged in undesired and unhealthy binge watching. To assist users in controlling the urge to binge the platform provides them with a Binge Limit feature to set a desired viewing time after which they are reminded to get off the screens and take a break.

Almost 70% of the users engaged in undesired and unhealthy binge watching. To assist users in controlling the urge to binge the platform provides them with a Binge Limit feature to set a desired viewing time after which they are reminded to get off the screens and take a break.

Group streaming

Watching content with loved ones was reported to help users control their viewing time and made the experience more pleasurable.

Watching content with loved ones was reported to help users control their viewing time and made the experience more pleasurable.

Global content search

To avoid paying for multiple subscriptions and still running out of content to watch, Moofi offers users a consolidated platform to preview and purchase only desired content.

To avoid paying for multiple subscriptions and still running out of content to watch, Moofi offers users a consolidated platform to preview and purchase only desired content.

Limitations

The possibility of few of the features depends on the successful collaboration with OTT players in the market. It also depends on the user's willingness to pay for individual content instead of paying for multiple subscriptions.

Future Scope

Future Scope

Once the pitch is accepted by an OTT players the offerings can be better curated according to the target audience and existing framework of that platform. This will ensure quantifiable enhancement of the engagement on the platform.

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