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Mobile Product, 0-1 Product Design
Le Bon Marché
Overview
Build a new design system from scratch to enhance user experience and improve design quality & productivity.
Outcome
The newly designed version, which has received widespread praise during the internal beta test, is currently under development as a critical project. We expect to launch the new version within the year.
Timeline
2023.4-2023.8
Tool
Figma, Protopie, Illustrator
Role
Main Product Designer
Context
The video platform's primary revenue sources are user VIP memberships and commercial advertising. Tencent Video's business model currently consists of 50% membership and 50% advertising revenue.
The current business model, which includes numerous ads in the app, has its challenges. While these ads may boost short-term revenue, they negatively impact the user experience, leading to significant negative feedback and affecting the platform's reputation and long-term development. Tencent Video should reconsider its business model to better balance user experience and commercial revenue.
Screenshots of competitors' Accessible Design
Moreover, the platform enhanced membership benefits by reducing basic features, such as ad-free viewing, high-definition video, and faster downloads, disregarding the needs of regular users. In our upcoming optimization, we are committed to enhancing member value rather than reducing features, ensuring a more user-centric approach.
VIP Privileges
Preview & free watching
1080 high definition
Dolby Audio
Download Acceleration
Ad-free viewing
Personalized dress
Danmuku privileges
Annual gift box
Free novels & comics
Goal
How might we create the best viewing experience for high-value users while increasing business income?
Research
To boost membership revenue, we need to grasp the primary factors that drive platform users to make payments. We conduct surveys and analyze data to understand why users choose to become paying members of the video platform and which membership benefits they prioritize.
Interested in research detail? Take a look at the process.
User Analysis
User Payment Status Classification
Tencent Video operates in the streaming media field, closely tied to its users' cultural consumption needs and educational backgrounds. Paying users are typically individuals with higher education and cultural capital willing to spend on cultural and entertainment consumption. We have classified the platform's users into 3 groups based on their price sensitivity and membership levels.
Stingy User (11%)
Non-paying users of video platforms. Highly price sensitive, with a narrow acceptable payment range.
Details
Age:
15~18
Occupation:
Student
City:
Third-tier city
Interest:
Watch live/ short video
Consumption:
< ¥30/month
Lost User (30%)
Unlikely be converted into paying users, so a new business experience model needs to be designed.
Details
Age:
30~40
Occupation:
Housewife
City:
First-tier city
Interest:
Watch drama/ TV shows
Consumption:
≈ ¥30/month
High Potential User (5%)
Need a high-end version, a premium experience mode that opens up competitive advantages.
Details
Age:
45~60
Occupation:
Executive
City:
Super first-tier cities
Interest:
Enjoy culture related entertainment
Consumption:
¥30~¥50/month
User Payment Motivation
The main factors that drive payments for platform users are as follows:
- The audio-visual quality experience dimension includes skipping advertisements and high-quality image quality and sound.
- The content resource dimension includes view in advance and platform-exclusive resources.
- The service privilege dimension includes the perception of a noble identity.
The driving force behind choosing to become a paying user of Tencent Video (N=4213)
We found that users who pay for the platform have different attitudes toward consumption than churn and non-paying users.
🏯
Pursue cultural and entertainment experiences
💎
Passionate about high-quality products
🛍️
Willing to pay for fashionable and unique styles
Interested in research detail? Take a look at the process.
Users of Streaming video platforms have relatively high social and cultural capital, which is essential for certain aesthetic and entertainment activities. Tencent Video needs to understand this user group's evolving entertainment preferences and enhance its platform reputation by contributing to the cultural enrichment of the entire population.
Persona
Based on our prior research and analysis, we will target higher-quality, continuously paying users from Tencent Video's customer base. Our strategy will revolve around this specific group, and we have developed a persona to embody the characteristics of a typical paid user of a video streaming platform.
Remmy Johnson
30 / Male
Remmy is a engineer who likes to gain inspiration from the culture of film and TV dramas. He cares a lot about high-quality content and brands.
Details
Occupation:
Engineer
Location:
Shanghai
Salary:
20k/month
Education:
Bachelor
Pain Points
- The quality of video and audio
- Self identity
- Something professional and fun
Cindy Schwartz
22 / Female
Cindy is a busy saleswoman. In her spare time, she likes to watch the latest dramas and live broadcasts of celebrities.
Details
Occupation:
Sales Person
Location:
Shenzhen
Salary:
12k/month
Education:
College
Pain Points
- Skipping ad before videos
- Download speed
- First time to watch new TV shows
Jenna Sanders
28 / Female
Jenna is a mother with 2 children. In addition to taking care of children and working, she likes to watch high-rated TV series.
Details
Occupation:
Civil servants
Location:
Huzhou
Salary:
8k/month
Education:
Bachelor
Pain Points
- Download speed
- Self identity
- Pursuing entertainment experience
Competitor Analysis
To determine the focus of our next design, we studied high-value paid apps with good user reputations in the market. Our objective was to identify shared elements that bring value to users.
Spotify
apple music
TED
SNKRS
MOO
MUBI
Apple BOOK
Netflix
Our analysis has shown that platforms offering video, music, or books prioritize the content, allowing users to fully experience its appeal. As a result, we have decided to focus on leveraging Tencent Video's IP power in our future design.
Information Structure
Through research, we discovered that improving the user experience for high-value users can lead to higher premiums, thus increasing platform revenue. In order to answer the question: We categorize the user experience into 3 dimensions:
Next, based on the privileges paid users care about in the survey and the video platform's content-focused characteristics, we brainstormed 3 aspects and sorted out the rights available in each aspect.
Wireframe
The video platform prioritizes content. The new design should be tailored to the user's primary journey, leveraging the platform's advantages to maximize IP value and ultimately enhance the user experience.
Homepage
IP Dynamic System
Homepage Banner
Homepage Card
Interaction Cover
Detail Page
Other Main Page
IP News
Upcoming Contents
Library
Personal Account
Prototypes
Design language & components
logo
font
icon
color
component
Main Screens
Home
- Banner: recommended high-quality and hot drama & TV shows
- Streaming Cards: focus on different highlights of IP
选集
原著
角色
科普
名场面
讨论
Detail
- Quick access for common features
- Show interesting thing about IP
Player
- Smooth & high-quality viewing and listening experience
- Include introduction and description
New
- IP news
- Upcoming contents
- Schedule
Library
- Pinch with 2 fingers to zoom in and out with different information about content
Profile
- Artistic assets: film and television soundtracks, albums, lines
- Specially designed medal to collect
Content First in Design
To maximize the appeal of the content in the new design and ensure that users experience the film's charm in every aspect, we have specially crafted various types of cards to showcase its different attractions.
Default
Start Playing / Scroll
General
Soundtrack
Crew
Score
Makeup
Costumes
Quotes
We also create IP Dynamic Library, which represented by the specially designed cover, to show users the unique charm of IP through interaction.
User Flow for The Three-body Problem
Homepage Banner
Homepage Card
Interaction Cover
Detail Page
User Flow for The Lost You Forever
Homepage Banner
Interaction Cover
Detail Page
HD Photos
Interaction Cover Example
Guardians of the Galaxy
The Long Season
The Flowers Of War
Future
In the future, we are excited to shift our focus towards building the platform as a cultural cultivation management platform. This strategic direction will enable users to invest in their personal development by engaging with high-quality culture and offering exclusive content and services that enrich their lives.
Takeaway
1. Be the driving force
As a designer at a tech giant like Tencent, I find it easy to fall into a pattern of simply following orders. To guarantee that everything we produce prioritizes the needs of our users, designers should proactively seek out opportunities, predict user needs, and drive innovation. Through leading the gamification design efforts, I've emphasized the significance of design within my team.
2. Every Pixel Matters
We carefully considered every detail in the design plan to ensure a complete, smooth, and elegant user experience. When deciding on visual information, we made numerous attempts and discussed icons, colors, and rounded corners to enhance visual perception. While no solution may be perfect, every modification is a step towards improving the experience.
3. Completing the Impossible
When we first encountered this project, everyone's initial reaction was: How is this possible? As a content platform, how can we add value without new content? Will users pay for better designs? The design of the iPhone Smart Island gives us confidence. By mining existing IP details, we aim to maximize its value and offer users a seamless movie-viewing service. The simple, direct design will be a future trend.
