The Criterion Channel
The Criterion Channel is a singular streaming service that exhibits the best films the art form has to offer. They need to win over a new generation of cinephiles and subscribers. A new film discovery feed was designed to help them find something to watch in 5 minutes or less.
SCOPE:
New Feature
GOAL:
Scale Subscriptions
DATE:
August 2024
STATIC THUMBNAILS
The Problem
Thumbnails can't speak for motion pictures. The Criterion Channel features the world's best films but hides them behind grids and lists of thumbnails on their mobile, web, and TV apps. There is no streaming service that exhibits a more conspicuous misalignment between the quality of its film library and the ineffectiveness of its discovery system. Expert and novice cinephiles are expected to know what films to look for and are charged a monthly fee for this burden. This project was undertaken to help the Criterion Channel connect their subscribers with their library of sensational films.
STAYING PRACTICAL
The Constraints
The scope of the project was narrowed to focus on transforming the Criterion Collection's mobile app into a film discovery platform. Because Criterion doesn't have the budget of a film studio or the boundary pushing technology of its rivals, this meant the design had to be practical. It could not promise responsive algorithms or artificial intelligence. The solution also needed to feel appropriate for a prestige brand with a well earned reputation for excellence and integrity.
SELECT INSIGHTS
User Research
Interviews were conducted to examine user experiences with and expectations for streaming platforms. The scope of research also included a broader exploration of their experience with social media platforms such as TikTok, Instagram, and Twitter. Special attention was paid to this subject due to the obvious ways these platforms have mastered media discovery and shaped baseline user expectations.
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
JEWELRY BOX FEED
The Solution
A cinematic medium requires a visual discovery system. The "Jewelry Box" feed offers a free feed of curated clips from the Criterion Channel's unique collection of cinematic gems. Unlike static thumbnails or misleading trailers, curated clips better capture the essence of these films and let the stories speak for themselves. The feed adopts the ubiquitous design language of social media and allows users to scroll up or down until they find a film that interests them. From the clip screen, users can conveniently build a playlist for their next movie night, share their favorite clips with friends, or watch films right on their phone.
FILM CENTERED
Design Process
The design of this clip feed needed to adopt the omnipresent design language of social media without violating the conservative brand values of The Criterion Collection. The interface also needed to allow each of the film scenes to shine and speak for themselves. This meant graphic and control elements needed to stay out of the way. The clips themselves needed to fill the screen and allow users to immerse themselves in the video feed. This also resulted in horizontally cropping clips, a precedent set by user behavior on social media platforms like TikTok, Instagram, and Snapchat.
MOOD BROWSING
User Testing
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.
MEASURING SUCCESS
The 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.
CINEMA FORWARD
Reflection
Curated clips, mood-based feeds, and social media-style scrolling could help Criterion Channel further their mission to make the history of cinema accessible to as wide an audience as possible. These enhancements also allow the Criterion Channel mobile app to better compliment and support The Criterion Collection's offering of physical media by making it easier for the public to experience their world-class library of film restorations and supplementary features.
