[adult swim] App Redesign
Brief
Cartoon Network’s Adult Swim app currently lets users watch any of their historic programming and, if they’re cable customers, keep up with the latest episodes of their favorite shows. But wanting to get away from an ad-based business model, Adult Swim wants to re-engineer their app to allow cord- cutters (users without a cable account) to access all their content, ad-free, via a premium service. They also want to help users new to their programming discover new shows and share clips with their social networks.
My Role
My role for this project included research, information architecture, user interviews, user testing, personas, sketches, and wireframes.
Methodologies
Extensive Market Research, Competitive Analysis, User Research, User Flows, Guerilla Tests, Prototyping, Site Maps, Sketching, Wireframes
Tools
Axure, Sketch, Photoshop, Illustrator, QuickTime, Keynote, Marvel
About
[adult swim] is very popular with young adults due to their outlandish and crude late night programming. While animated series dominate the daily schedules they have also branched out to some live-action shows.
Research & Discovery
During the research phase we had a hard time finding information about our users so we contacted a turner broadcasting employee to see if we could get some insight. Once we defined our user we decided to reach out to the gaming community, tried to infiltrate forums and turned to social media to get responses to our survey.
Findings:
- Out of 28 survey responses only 1 user had used the [adult swim] app.
- The people that used the app really disliked it do to poor content, annoying advertisements, and constant crashes.
- Based on our competitive analysis most competitors include support on multiple devices and special feature offerings.
Personas & Solutions
We tried our luck at a local gaming bar where we enticed [adult swim] fans to test the current app and conducted user interviews by rewarding participants with a free drink. This was a huge success. We were able to create our cord-cutter personas and uncovered what they expect from an [adult swim] app.
Findings:
- Two cord-cutting personas the avid gamer and the former fan.
- Users expect high quality streaming across multiple devices. While they might use social media occasionally they don't post very many things.
- Solution: A customizable app featuring exclusive content and a full library of previous shows with access to games.
My Site Map & User Flow
Sketches & Wires
My High-fidelity Wires
User Testing
For our first round of testing we went back to the local gaming bar to try to wrangle some users to test our prototype. We then made several changes to the prototype based on user feedback to enhance the overall experience. Once changes were made we moved on to our second round of testing. The feedback from the second round helped us pick out the little details that needed some enhancing.
Future Intentions
Future intentions for the new [adult swim] app include adding games that can be played inside the app, more creative voting options, and adding more of the [adult swim] branding to the language and icons.