The Criterion Channel is a singular streaming service that exhibits the best films the art form has to offer. Their mission is to make cinema accessible to as wide an audience as possible.
SCOPE:
New Feature
GOAL:
Scale Subscriptions
DATE:
August 2024
ROLE
Designed a new feature for The Criterion Channel's mobile app. User research, user flows, UI design, interaction design, and prototyping.
PROBLEM
Channel subscribers with limited time and attention are unable to find a film to watch because the app's discovery model relies on thumbnails, lists and grids.
OUTCOME
The Problem
A LIBRARY OF FILM GEMS ARE BURIED UNDER LISTS, GRIDS, AND THUMBNAILS
The Criterion Channel features the world's best films but hides them behind grids and lists of thumbnails. Unless the user already know what they want to watch, their only option for discovery is searching through a mountain of titles. This project was undertaken to help the Criterion Channel connect their subscribers with their library of sensational films.
The Constraints
I NEEDED TO ELEVATE CONTENT DISCOVERY WITHOUT A FILM STUDIO BUDGET
This project focused on transforming the Criterion's mobile app into a film discovery platform. Because Criterion doesn't have a film studio budget or the boundary pushing technology of its rivals, this meant the design had to be practical. The solution also needed to feel appropriate for a prestige brand with a well earned reputation for excellence and integrity.
User Research
I DISCOVERED THAT STREAMING EXPECTATIONS ARE SHAPED BY SOCIAL MEDIA
5 Minute Search
Users shared they were only willing to spend 5 to 10 minutes on finding something to watch before quitting.
5/5 Users
Social Media
Users agreed that social media apps were better than streaming apps at suggesting relevant video content.
5/5 Users
Viewing Mood
Regardless of a user's typical preferences, the user's mood affected what they ultimately chose to watch.
4/5 Users
Content Clarity
Users can't get a good sense of what a film is without starting the movie and figuring it out themselves.
5/5 Users
The Solution
A FILM DISCOVERY FEED FOR THE SOCIAL MEDIA GENERATION
A cinematic medium requires a visual discovery system. The "Jewelry Box" feed offers a free feed of curated clips from Criterion's library of film gems. Unlike static thumbnails, clips capture the essence of these films and let the stories speak for themselves. The feed adopts the design language of social media and allows users to scroll until they find a film that interests them. Users can then build watch lists, share their favorite clips, or watch them right on their phone.
Design Process
I NEEDED TO REFINE AN INTERFACE THAT MAXIMIZED CINEMATIC IMMERSION
This feed needed to adopt the design language of social media without violating the brand values of the Criterion Collection. The minimal UI allows each clip to shine on its own by keeping control elements out of the way. Clips also needed to fill the screen for an immersive user experience. This meant horizontally cropped clips, a precedent set by user behavior on social media.
User Testing
I DISCOVERED THAT USERS WANTED TO FILTER FILMS BY WHAT THEY'RE "IN THE MOOD" FOR
Users unanimously expressed relieved satisfaction with this feature. To my surprise, users reiterated their desire for the ability to filter clips based on their mood. An initial but unfinished idea for mood-based navigation was brought back and fleshed out. Horizontal scrolling was added to introduce parallel feeds with exciting, funny, romantic, relaxing, introspective, or dramatic films.
The Metrics
THE NEXT STEP IS TO MEASURE THE IMPACT ON THESE KEY METRICS
The success of the "Jewelry Box" feed hinges on how it leads to measurable improvements in user experience and key operation metrics. In order to secure and maintain a profitable market position, the Criterion Channel could use the following success metrics to validate the feature and guide further improvements to the mobile app.
Subscriber Churn Rate
Reduce the monthly subscriber churn rate to 4% within first 6 months.
Subscriber Retention
Achieve a subscriber retention rate of 80% within first 6 months.
Subscriber Conversion
Convert 10% of free users to channel subscribers within first 6 months.
Discovery Speed
50% of users can find a film to watch in 5 minutes within first 6 months.
Playlist Creation
30% increase of movie playlist usage within first 6 months.
Clip Sharing
15% of users share 2 clips per month within first 6 months.
Reflection
DESIGN THAT CLOSES THE GAP BETWEEN AMAZING FILMS AND A NEW GENERATION OF FANS
A tasteful social media-style UX can help Criterion further its mission to make cinema accessible to a wider audience. These enhancements also allow the mobile app to complement the Criterion Collection's offerings of physical media by making it easier for the public to experience its world-class library of film restorations and supplementary features.
