Rogers’ publishing entities, Macleans, Chatelaine (English and French), Today’s Parent, Flare and Canadian Business, are in need of a major revamp. It was created in 2013 and has not seen a UI update since then. There are many loyal fans that expressed their love for the show but was not happy with the app as it was rated a 2.3 on the Apple App Store and 3.0 on Google Play. I was given the opportunity to redesign the user experience and visuals for the app.
UI/UX, Product Design, Product Owner
LENGTH OF PROJECT
Not only did the app require a fresh experience because it had not been updated since 2013, we also went through reviews on the App Store and discovered that the app crashes a lot and even the video content doesn’t function most of the time. On iOS, it is optimized to an iPhone 5 screen size regardless of the device the user is using. Most of the other pages are web views which defeats the purpose of having the app. Additionally, we reviewed the past year’s analytics and statistics on usage based on time of the day and we discovered that engagement with the app was not good and had opportunities to grow.
Research & Insights
After learning users’ dissatisfaction about the app through reviews, we wanted to dig deeper into our users’s needs and behaviour. Pairing up with a UX researcher, we used Userzoom to do a card sorting exercise to learn specifically what features of the current Breakfast Television product are most important to our audience and conduct surveys to understand their morning routine. We had assumptions (some are as expected) and features we wanted to introduce but after looking at the results, there where a few surprises.
Measure of Success/KPI
Based on feedback and research, our measure of success are as follows:
Increased downloads of the app
More Daily Active Users with longer engagement time in app, and continue this engagement to later times of the day as there is significant drop-off in app usage after 7:30 AM as users head out to work.
Add more social shares/Recirculation
Low churn rate/retention rate (Less crashes)
The main function of the app is to stream live video and play clips of the segments from the show. Taking this initial feedback and insights, not only did we want to improve the current experience but also add new functionality that are useful to someone’s morning routine. To help increase engagement we wanted to create a live state (when the show is live on air) and post state (after the show has ended its broadcast) to the app. The hierarchy of information/content on both of these states will be presented differently because users are in a different environment or situation. The main focus of the live state should be live streaming of broadcasts, casting video to a television, quick updates on Weather and Traffic and the top 5 news. The post state will have popular segments (mini video clips) as a recap of the morning show, the weather forecast for the next few days and other notable segments. We understand how important search functionality is to users so we have it as a quick link on the tab bar. On top of that, the search functionality is not just to search, but we included recommended and popular content to the page just to improve the experience.
Wireframes & Visual Design
After the research phase, we started working on the information architecture within the app and wireframing. At the time, Breakfast Television started rebranding by using more vibrant colours and new motion graphics to the show. Leveraging the new brand, I have started implementing these new branding elements to the app.
Live State Prototype
Post State Prototype
Halfway through implementing this new design, the project was put on hold for business reasons. It was unfortunate to see a potential app go to waste not knowing how user’s would have ultimately engaged with the redesign. The project team and line of business felt the redesign was a major improvement from the current version and was aligned to user expectations we uncovered in our research phase .