Outside TV
Responsive web and mobile app for video streaming platform
Tasked with improving navigation
Resulted in changing dropdown menus, contextual navigation/content cards,
and implementing a configurator.
Design Focus
Clarify navigation issues, enhance UI.
Clearly and quickly sort user based on sport or media subject.
Metrics
Reduced task time, greater task success
Example moderated tasks: “find the Outside Campfire section” /\ “navigate to Snow” /\ “find the Outside TV Series shows”.
During the old site testing, 4/5 users failed these simple tasks.
During final testing, not only did every user complete the tasks, but they also did so with almost zero mis-clicks or home-clicks.
Design Artifacts
Before, After, Iterations
Previous site Redline issues
Inconsistent content cards, aggressive colors, inconsistent typography.
Design Hypothesis: could benefit from topic or audience schemes instead of a mélange of hierarchical, sequential and matrix organization systems
Figma Wireframes
Initial iterations focused on sorting content according to Trip Inspiration or Training Tips
As we continued to research users, test and iterate, we decided to focus on local/real time configurator and have the trip and training be an incentive to create a local/campfire account
Our MVP was a responsive web and mobile version design built with 12 column grids in mind
Preview of Interactive Mobile Prototype
side-by-side mobile and desktop
Iterations
Tools used- pen & paper, iPad, Miro, Figma
*scroll down for process & inspiration
research
User Motivation
“Outside puts out some rad content, but their website is abysmal. I get overwhelmed every time I’m on it, so if I’m actually watching something they put out, it’s usually because someone sent me the direct link“
Themes from Affinity Diagram
Bold site colors distract from content
Navigation confusing (two nav bars: hamburger menu and top bar)
Overwhelm & uncertainty where to start
Unmet desire to filter by interest
Ads are annoying
Overall, users felt site UI distracts from active viewing content whilst the site navigation deters users from locating content they are actually interested in.
Competitive Analysis
Flow
sort
structure
inspiration
Color and graphics inspiration
UI components inspiration
Future Thoughts
As UX Designers, we need to re-think personas. If we don’t question our tactics for creating personas, are we really just making stereotypes ? I would like to re-iterate using Archetypes instead of personas. My motivation for this is because I think one of Outside Magazine TV’s most under-utilized opportunity is the social aspect of outdoor-minded individuals.
I think there’s a real benefit for these people to integrate their interests across multiple channels and perhaps even meet up in real life for some outdoor fun !