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Case Study:
Yahoo View TV

Context

Summer 2016. The team had less than 2 months (!) to launch a tv streaming service under a Yahoo/Hulu partnership. This left just 3 weeks for design to create a desktop site, mobile site, and 2 apps from scratch. We constantly collaborated with other roles, running parallel on very little information.

Responsibilities

Leadership

• Strategy: Set user-based direction & prioritize next steps
• Strategy: Ran brainstorms
• Planning: Led daily syncs with eng and product leads
• Planning: Directed team of 5 designers + 1 researcher
• Throughout: Closely communicated with Yahoo corporate stakeholders

Individual work

• Research: Literature review and competitive analysis
• Research: Initial assumptions on personas
• IxD: Use cases, site architecture, and features
• IxD: Initial wireframes for half the products, spot help on features
• Product: Random tasks as needed
  (ex: developing data categorization tree, content analysis, and tagging)

Design Process

I'm proud that we had a solid design process, even under the intense timeline, with user needs and behaviors driving decisions. Unless otherwise noted, screenshots below are my own work.

1: Assumptions with available info

• Make-shift personas with prior research
  (ex: Up-to-date Watchers and Celebrity Devotees)*
• Decide direction
  (ex: Watch the latest episode with celebrity delighters)*
• Analyze Hulu video data dump to inform content and nav
• Whiteboard sketch desktop and mobile, moving right into detailed wireframes

*Confidential strategy from this project has been obfuscated. Personas, needs, and product direction here are not the actual ones from project.

Persona/research example

Whiteboarding iOS app major components

iOS/Android app wireframe map

1st week of design team deliverables to set up quick handoffs for visual/interaction/eng

2: Design while testing assumptions

• Tightly planned design stages allow parallel eng work
• Targeted research to update personas and test designs
• Bare bones branding
• (I owned coordination as design team took over execution)

Early branding applied

3: Plan ahead while executing

• Brainstorm post-launch strategy based on user learnings
• Validate new features in user lab
• Map personas to product strategy and next steps

User-based product and design strategy

Concept storyboard and static prototype for user testing - work by design team

4: Launch and after

• Fix all the things
• Analyze metrics to double-check assumptions and adapt
• Begin work on new features validated earlier
• Refine product messaging, branding, and visual direction

Cast info HMW brainstorm + user prototype (I owned this work since design team was busy)

Cast info post launch with features validated in user testing - work by design team

Brand and visual refinement - work by design team

More work can be shown in person.

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