CRAVE MOBILE REDESIGN
DESIGN
UI/UX
SKILLS
Creative Direction
UX Research
Visual Design
Ideation
Prototyping
TOOLS
Figma
Illustrator
◯ A redesign for one of Canada’s well-known entertainment streaming platforms. Aiming to enhance the user experience and overall feel of the UI, ensuring that subscribers get the most out of their subscription.
CHALLENGE + SOLUTION
THE CHALLENGE:
Crave is a well-known Canadian streaming platform owned by Bell Media and the equivalent of HBO Max from the States. Currently, the Crave platform (specifically on mobile) has opportunities for growth both in its user interface and overall user experience. Since Crave emphasizes its mobile platform through some of its subscription packages, it was vital to redesign for mobile first. It is essential that Crave reaches and surpasses its competitors in the streaming market to encourage new users and keep a relationship with its current ones. Therefore a design challenge emerged:
How can we make the user flow of interacting and browsing for content more straightforward and delightful for users and update the UI and overall experience to encourage usability?
THE SOLUTION:
The mobile app redesign to Crave aims to make content more accessible for users with more ways to browse and engage with content - ensuring a modern design that encourages usability. Updating the UI presents users with an experience of delight and promotes a more contemporary feel. Additionally, incorporating new methods to engage with other users and not just content can make Crave bespoke from its competitors. Especially on a mobile platform. This solution makes it easier to start viewing content faster.
RESEARCH + CHALLENGES WITH CURRENT DESIGN
Through research, we can identify some pain points current users are experiencing. Having also gone through the app myself, I not only get a first-hand understanding of users' sentiments but can echo some of them. Most of which elaborated on the desire for a more updated UI, better functionality, and wavering concern regarding the price of the subscription versus what you are getting.
Unlike its competitors, Crave and its overall UI is a bit more outdated in their design. To access certain information, like your watchlist (referred to as ‘My Cravings’ on the platform) is not immediate. You must select the option from a list of options which includes ‘My List’, ‘Continue Watching’, ‘History’, and ‘My Downloads’. It’s an extra step to view the content requested.
Content should be able to be quickly accessed as there is no option to sort titles on the streaming platform by genre unless the user decides to scroll on their home feed. The algorithm and viewing system is a bit cumbersome and impractical as it only shows the most popular or latest titles first, consequently hiding other films users may not have even known were on the platform.
Due to this, it not only makes it harder to find content but can also be argued that it reduces the economic value of the subscription. Users would not be able to get their full value’s worth as they are not efficiently able to browse through titles. In this case, it is a big deal, as Crave is one of the more costly streaming services, charging $19.99 per month, which is considerably more than its competitors such as Netflix or Disney+ are currently charging.
Crave being such a media-rich platform hosting a library filled with many critically-acclaimed films and tv-shows, can incorporate more ways to engage in content the same way its competitors have.
To view an in-depth competitive analysis click here.
USER PERSONAS
From research, pain points and challenges were identified, and aided in recognizing the leading consumer group. In turn, formulating the user personas. The user personas will create a clear guideline and help inform the design decisions ensuring the redesigned product meaningfully meets the user's needs.
LOW-FIDELITY WIREFRAMES + USER FLOW
After the initial research phase, competitive analysis and user personas, the ideation for the Crave redesign commenced. The user flow of the mobile application began to take fruition. With that, initial sketches and rough low-fidelity wireframes were synthesized ideating potential solutions and possible user scenarios.
MID-FIDELITY WIREFRAMES
Through meetings with peers on the initial idea and sketches, I was able to take notes on where to expand and refine some ideas through this process. Following suit were the mid-fidelity wireframes with more elaborate concepts and visuals providing clarity for the user scenarios and overall structure.
VISUAL DESIGN
When updating the UI for a modern feel, it was vital to ensure the design was functional, legible, and accessible to users. Finding a balance between contrast and legibility was fervently considered in addition to hierarchy to ensure users can efficiently navigate through content and information. Opting for rounder shapes in opposition to sharp-cornered buttons, icons, and layout invites a friendlier and whimsical approach that is less jarring and more delightful to the eyes. The existing typeface Proxima Nova felt fitting for the new design. Not only did it work from an aesthetic standpoint but a functional standpoint as well, being a ubiquitous typeface great with legibility even in small-scale devices or mobile platforms like Crave. Through the redesign, the mobile application sports a deep grey, light grey, and white colour palette with a light blue (Crave blue) accent.