User Research
Digital Movie Values
Our target demographic continues to use other movie platforms, particularly VUDU. Additionally, negative app store reviews often express how our movie platform does not meet nor exceed the baseline of what other movie purchasing platforms, like Fandango or VUDU, offers.
UserTesting.com
Tools
Product Design, Product, and Marketing Teams
Collaboration
Research Questions
What understanding do users have about about this movie platform and the value provided?
Why do users engage heavily with VUDU rather than our movie platform?
What motivates users to engage with a particular movie platform?
What parts of the digital movie experience are important to users?
Method
Target Audience
Digital movie collectors (owns 50+ digital movies)
Active VUDU users
Does have an account with our movie platform
Test Design
5 participants
30 minute moderated user interviews
Live conversations via UserTesting.com
"This is the cool thing I like about this app. If I buy movies from Apple or any other place, they just all connect into this one app. So that way boom, it's one place where I can go and access all my movies, regardless of where I purchased the movie."
— Participant
Results
abridged and modified for confidentiality
Ability to link retailers and consolidate their digital movie library is a benefit of our movie platform.
One Consolidated Platform
Ability to compare prices is important to users. Lower costs is a motivator.
Saving Money
Searching, sorting, and filtering are important and large part of the digital movie experience.
The Search Experience
Users have a tendency to stick with the platform they have used for a long time.
Familiarity & Comfort
Coverage and availability of movies is a driving factor when choosing a digital movie platform.
Availability of Movies
Moving Forward
Establish our movie platform as a cornerstone as one part of the movie experience. Own one moment of the greater digital movie experience.
Showcase existing capabilities and features to users who may not be familiar.