Many of us have the urge to stay updated with current events and not just latest shows. That's why we would like to introduce the Prime News+ feature so that, Prime Video becomes a single platform for live events and latest shows.
Many of us have the urge to stay updated with current events and not just latest shows. That's why we would like to introduce the Prime News+ feature so that, Prime Video becomes a single platform for live events and latest shows.
Now a days people subscribe to at least 2 or 3 different streaming services. These streaming services have become a necessity for all ages, especially for the younger generation. Having said that, cable TV is still important for mid-age to older population who want to stay updated with current events from credible news sources.
For Amazon to continue being competitive as an online streaming service, they need to enhance their live streaming TV experience by adding emphasis on live events. To sell this idea to their users, we have to design a single-page webpage that explains how these live events would stream on a tablet or television.
"Amazon Prime Video wants to expand its television offerings by adding emphasis on live events."
Competitors of Amazon Prime Video dominate the streaming market and are mostly used for entertainment.
A report from eMarkter says:
Competitors of Amazon Prime Video dominate the streaming market and are mostly used for entertainment.
A report from eMarkter says:
We decided to take a structured approach to solve this problem. We started by brainstorming to understand:
Our internet research gave us a good idea of what are users' habits and pain points of using streaming services.
Some of the major pain points we discovered were:
A survey was conducted to gather more information on the users' pain points. 19 people responded.
Our survey questions were categorized as:
70% people responded they mainly watch news and sports on cable TV. Thus, validating our initial research.
We asked: "How likely are you to watch the following types of news?"
Following is the percentage of people in each category:
This helped us understand that, people have their own preferred topics of interest in news.
Around 60% people feel that news is important in their favorite streaming service.
There’s no good single broadcast news aggregator in Canada
93% of our current amazon prime users are within the Gen X and Millennial demographic. Therefore, we decided to focus on the following types of users:
“I am a young professional trying to keep myself updated with latest news, but I’m struggling because, I’m part time student and cannot afford to pay for getting the news I prefer from one single platform.”
“I am a professional trying to keep myself accurately informed about current events, but I’m struggling because, I cannot receive all the news from a single credible source.”
We will deliver live news experience to existing Amazon Prime users that aggregates content from trusted sources in full broadcast and short snippets.
Amazon will offer an option for users to upgrade Amazon Prime service for access to more live content and new features.
Based on all the findings we compiled a feature set to make sure we cover all the functional requirements users expect in Prime Video service.
We created information architecture diagram to make sure that users will be able to use our new feature seamlessly in Prime Video app.
This is how our users will navigate to Prime News+ with minimal clicks.
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Our prototype with Prime News+ feature was well received by all our users when tested. Users could navigate through the app seamlessly. With this feature, it will be easier for users to have their entertainment and news in one place. And it would definitely be huge increase in the user base and revenue for the business.
There is no doubt that the team behind the Amazon Prime Video app spent countless hours to make what we see now. They conducted a lot of research and iterations. They have access to a huge amount of data which tell them how the users behave and what they try to accomplish. Features in the app and how they have been laid out must have the reasoning driven by those research and data.
Besides, the company has its own agenda and goals to achieve. The amount of research that has been done by our team within a limited period of time is fairly small compared to what the Prime Video team did. So we don’t claim that every decision that has been taken is better than what exists now. We definitely think a lot more research, usability testing, and iterations can be done to improve the overall experience; after all, design is a continuous process!
