OnDemandKorea is a Korean streaming service that provides its users with access to the latest Korean shows and movies.
Go to OnDemandKorea website To develop a unified design system, responsive design for the web, and conducting UX research. I ensured that my work adhered to the Product Requirement Document (PRD) and collaborated with the product manager, engineers, marketing team, advertising team, and leadership.
May 2022 - November 2022 (Release day)
November 2022 - April 2023 (Further improvements)
I focused on lowering the learning curve of learning new interfaces across platforms and optimizing on helping customers discover personalized Korean contents.
The goals for the user research are to understand the general consensus of OnDemandKorea as a streaming service, question current assumptions about user opinions and pain points, determine user issues and requirements, and develop user journey maps for frequently cited pain points.
Providing concise design direction to the project manager and engineers within a tight schedule was essential. To overcome communication barriers, I took the initiative to redesign the design handover system in collaboration with the four other designers, product manager and engineering team.
Our primary objective was to prioritize the release of the core features of the product in the market, followed by continuous quality improvement.
The research data compiled by UX researchers allowed me to gain valuable insights and confidently informed my decision-making process.
To ensure timely completion of the project, I utilize a combination of design system, user research, user flow, wireframing and competitor analysis, which helps me gain valuable insights into the distinct needs of different user segments.
Our user data reveals that OnDemandKorea has a significant user base on its website, with many users watching content on web browsers, even without the presence of a mobile app. Given the high viewing hours on the web, it was essential to implement a responsive design that caters to desktops, tablets, and mobile devices, enabling users to access and watch content seamlessly across any device they choose to use.
During the design process of the home page, I carefully considered the size of thumbnails and carousels at each breakpoint and ensured that the text length is compatible with all resolutions. I also placed significant emphasis on creating a user-friendly sponsorship and advertisement design (Featured Collections) that can help maximize the company's revenue.
The redesigned home carousel has enhanced program discovery by prioritizing popularity, leading to increased user satisfaction. Furthermore, users can now access the website from a wide range of devices, ensuring convenience and accessibility.
The floating hover incorporates a video trailer that aims to capture users' attention and motivate them to view the content. Moreover, it offers several functions, including the option to bookmark a program for future viewing, click on the title to start watching right away, and read a detailed program information. It's been designed to adapt seamlessly to various resolutions, ensuring an ideal size for every screen.
The primary feature of this function is to provide users with a list of broadcasted programs organized by day. This feature was available on the previous OnDemandKorea website and had the highest click rates on the website. The goal is to clearly inform users about the most up-to-date programs airing today and upcoming programs scheduled for tomorrow. To ensure the usability of the date picker in this process, a quick usability testing was conducted to identify any usability issues.
We invited participants aged between 31-68 to our office for qualitative interviews. These participants watched content on ODK at least 2-3 times per week. The goal of the interviews was to identify any friction points and confusing experiences that users may have encountered while using the platform, as well as to test new product satisfaction with the target audience. Additionally, we aimed to identify new business opportunities based on the feedback received during the interviews.
During the usability testing, we discovered that users did not notice the state changes of the bookmark icon when it was added to favorites.
Micro-interaction have a significant psychological impact on users. I have improved user performance for the "Add to Favorites" feature by providing users with hints through icon changes and micro interactions when they successfully perform the action.
To ensure consistent product quality, I took the lead in maintaining the design system. The improved design system effectively bridged the gap between designers and engineers, facilitating seamless collaboration and enhancing overall performance.
Design system offers a scalable solution for the organization to adapt to evolving user needs and requirements, while maintaining consistency and efficiency. They provide flexible and modular design elements that can be easily integrated into new products and services, improving their quality and delivering better user experiences.
The process of designing requires collaboration between designers, developers, stakeholders, and other team members. Each member brings their unique skills and expertise to the table, contributing to the creation of a cohesive and effective design. Successful design outcomes are the result of effective communication, cooperation, and a shared vision among team members.
Clear and concise communication helps ensure that all team members are on the same page and working towards a shared vision. Design involves multiple stakeholders with different perspectives and areas of expertise, and effective communication helps to bridge these gaps and create a cohesive design.
Instead of expecting users to know what they want, take the time to understand their pain points and challenges. This approach can help us create products or services that better meet their needs and improve their overall experience.
