The Facts
Client Carlsberg
Type Brand channel
Project Redesigning the user experience of http://partofthegame.tv/
Platform Website, Flash 9
IA & Interaction Design Prototype (4 iterations), Usabilitytest
IA, Design & flash programming In2media A/S (Design by Pelle Martin, Flash by Josef Kjærgaard, Project Management by David Heilmann)
Project status Online
The Challenge
• Not enough users visiting and signing up
• Bad usability
• Unclear communication about the purpose
• Illogic information architecture and interaction design
• Problematic navigation through a multi dimensional cover flow (both x and y axis) which was neither intuitive nor scalable
The Methods
• Market research and best practice analyses
• Prototype in Axure (4 iterations)
• Understandability test, Axure Prototype, HTML
• Workshop with target group
The Solution
- “Kill your darlings” - get rid of the cover flow navigation
- Showing instead of telling – put videos on the front page
- Personal dashboard on front page when logged in (e.g. your recent uploads, who commented on your videos)
- Classic page grid website with clear navigation
- Show all videos and let the user drill down a hierarchy
- Highlight content created by the dedicated editors who work full time creating content and films for the brand channel
- Show the users behavior patterns and make lists like: Newest, most watched, most rated and most commented videos
- Keep the user browsing by giving them related content on ‘the watch video page’ and tease the website content with right side modules
- Visual type-a-head search