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.
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.
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.
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.
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).
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.