Video Platform | Real Vision

Client: Real Vision

Team: Saatchi & Saatchi

Project: Video Platform UX Consultation 

What I did: Stakeholder Interviews, Site Audit, User Testing, User Survey, User Interviews, Card Sorting

Real Vision is a video-on-demand platform for finance where investors can learn about macro-level trends and develop actionable trade ideas. Real Vision came to us for a recommendation on how to improve their platform, as their internal team was in the process of redesigning their website and developing a mobile app.

Audit and User Testing

We started off with a site audit and user testing of the existing platform to establish an objective, shared knowledge of what the was working and what wasn’t.

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Comparative Analysis

Real Vision’s competition is primarily traditional newsletters and research publications. Without direct competition in the same space, we looked at other video experiences like Hulu and Netflix to see what inspiration we could draw from their platforms.

Survey 

We surveyed Real Vision’s existing users to uncover demographic and behavioral information. Surprisingly, we found that the majority of users were using Real Vision to help shape their personal investing strategy, not for business.

Personas

After analyzing the survey results, I began interviewing users from a sample that was representative of the various occupations, ages and behaviors of our users. The deeper I got into interviewing, my assumption to segment users based off how frequently they used the platform was confirmed. We provided Real Vision with two personas that were representative of the needs and behaviors their users. RV-Persona-JamesRV-Persona-Nicholas

Card Sort

Users found it challenging to navigate the existing IA of the website, so we started exploring the navigation structure of the video content with a card sorting exercise.

This grid shows the distribution of cards across the categories defined by users. Each table cell shows the number of times a card was sorted into the corresponding standardized category. Users categorized videos into a variety of different “buckets”. Some approached the task thinking about the content (i.e. China) some the speaker, some the delivery (i.e. Investing Psychology).

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We found that users thought about categorizing videos in many different ways. Some organized videos by topic, some by delivery, some by speaker. We recommended a new design that included filtering options on different levels, as well as tagging, to aid in content navigation. 

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Real Vision’s design team was able to take the insights and recommendations we delivered and apply them to the redesign, which is currently in development.

Walmart | Greenlight a Vet

Client: Walmart

Team: Saatchi & Saatchi New York

Project: Integrated Campaign

Greenlight A Vet is a national campaign to establish visible support for veterans. It invites Americans to show their support by switching out a publicly visible light in their home with a green bulb, and keep it glowing every day as an ongoing symbol of hope and renewal for our veterans.

Greenlight A Vet launched with a national TV campaign and online commercial featuring real-life veterans, which aired during this year’s World Series baseball championships. We released a web series that profiled each veteran and shed light on the impact transitioning veterans make in and out of uniform in communities across the country.

In just 3 weeks we saw…
  • Over 130,000 uses of our hashtag #greenlightavet
  • 2.8 million visits to the Greenlight A Vet website
  • So many bulbs were sold… Walmart sold out!
Overall, the campaign received…
  • 1.6 billion media impressions
  • 3.4 million online acts of support
  • 400+ media stories
  • 94% positive brand sentiment

Greenlight a Vet was nominated for a Webby Award in two categories, Advertizing and Media and Online Film and Video. It was also shortlisted for a 2016 Cannes Lion.

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User Research

Using a screener survey, I selected interview participants based off their experience supporting social causes. Through in-person and phone interviews, I started to identify behavioral trends and pain points we could design for to help maximize participation in the campaign.

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User Journey 

At a high level, I worked with our strategy and social teams to map out the campaign touch points to ensure that the experience would have consistent messaging and action points.Screen Shot 2016-03-17 at 5.53.21 PM

 

Campaign Plan

At a campaign level, we planned media and social content to ensure that messages were consistent across platforms leading up to the launch date for each version of the website.

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Wireframes

Starting with quick sketching sessions with the creative directors, we brainstormed what role we wanted the website to play. We determined a structure for site that would tell the story of the campaign in a cohesive way, feature rich content, enable easy sharing and link out to our partner organizations – making the site a central point for people to learn how to get involved with the campaign. GLAV v.22 copy

Live Website 

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Visit greenlightavet.com or explore #greenlightavet to learn more.

5 User Testing Best Practises

1. Keep Your User Comfy

Introduce yourself and the task. Keep the user comfortable so they are at ease sharing their experience. Remind them that they aren’t the ones being tested, that they are doing the testing.

2. Give Context

Start with a scenario to give the user context for when and where they would be using the product.

3. Encourage Your User to Think Out Loud

Ask them to verbalize everything. You’re not getting any insights in a user testing session from someone thinking to their self, “Where is that button?”. Ask questions to draw them out. i.e.,”Can you tell me what you expect to see/do/etc?”

4. Don’t Lead the User

Walking someone step-by-step through your UI isn’t going to give you any information on where the pain points are. Make sure your questions don’t answer themselves. Also, when your user thinks they are done with a task, they are done. Not completing the task is also a finding!

5. Eliminate Variables 

Repeat the task verbatim. Don’t distract your user with emotions that could influence their actions, making yourself a variable.