Client: Google Play Team, Agency: Type/Code
Role: UX/UI Design, Design Lead
Background & Task
Google tasked us with exploring ways to improve users’ discovery of movies, TV episodes, music, and books in the Google Play Store. The previous design works well with the type of user who knows exactly what they are looking for but it's lacking the opportunity of "you may also like this."
By leveraging Google Play team’s user behavior analysis, we’ve learned there are opportunity to motivate users to consume more content within Google Play platform. We wanted to understand the current surrounding environment by conducting a competitive landscape research to answer the following questions.
How other platforms motivate their users to consume more content?
What problem are they solving and how are they doing it?
What mistakes can we learn from? What can be improved?
What is our competitive advantage?
Goal & Solution
In the past, the Google Play Store was organized around the task-oriented use case of directed exploration, like “I want to watch a comedy” or, “I want to listen to the album ‘Ok Computer’.” This organizing principle had limitations in that users only gained exposure to content they were already familiar with. Our goal was to design an experience that surfaces new but related content to users, preempting the questions like:
Why should I care about all this new stuff I see on the Play Store?
I like this content, where can I consume it?
While our collaborating team at Google refined the technical process through which these bundles of content could be algorithmically generated, we focused on refining our design system into a set of modules that could be mixed and matched to surface various kinds of content, in interesting ways, around lynchpin media.
Starting with a new story.
Trending stories are seeded with an article or a news story about a piece of media, actor, artist, or musician.
Based on the user's location, we explored opportunities for contextually relevant content such as movies, showtimes, or concerts.
Rich Previews & Related Content
Media previews load inline, continue playing while a user continues to explore the story, and can be flicked away when users are finished viewing them. Other pieces of content that are related to items in the trending stories are surfaced, such as other works by the director.
After launch, Google was pleased to report improved engagement (lower bounce rates & increased average time on page) and increased user satisfaction.