Summary
The case study aims to enhance the usability of IMDb by making ratings more reliable, helping the audience find desired content faster, and increasing engagement by converting Google review checkers into IMDb followers. The target audience is movie and series watchers who often struggle with the time-consuming process of finding quality content and creating wish lists.
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The audience's dissatisfaction with IMDb ratings and the inefficiency in discovering content and managing wish lists are key pain points. The client's goal is to streamline the user experience by introducing new features without disrupting the overall dynamics of IMDb.
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Research shows that 81% of internet users rely on Google Reviews before visiting a business, highlighting the importance of credibility and reliability in ratings. By addressing these concerns and adding necessary features, IMDb aims to enhance user satisfaction, increase engagement, and convert Google review checkers into loyal IMDb followers.
Target Audience -
young and a little old, tech-savvy, and are movie or series watchers
Role -
UX Researcher, UX designer
Time -
14 days
Empathize
To define our users' pain points, I decided there is a need to create use cases. I wanted to understand exactly where there is a proper need for change, as one of the client's wishes is minimal changes.
The MVP (Minimum Viable Product) features identified were:
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Movie and TV Show Listings: Displaying a comprehensive database of movies and TV shows, including titles, release dates, genres, ratings, and cast information.
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Search and Filter: This allows users to search for specific titles and apply filters such as genre, release year, and user ratings to find relevant content.
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User Ratings and Reviews: Enabling users to rate and review movies and TV shows, providing valuable feedback to other users and contributing to the overall rating system.
In addition to the MVP features, we identified several added features that could enhance the user experience:
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Suggestions for personalized content
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Displaying the positive and negative comment percentages for transparency
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Option to follow preferred genres for tailored recommendations
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Advanced search capabilities to facilitate quicker content discovery
Research
Qualitative Research
I chose a qualitative research study as we were discussing the reliability factor and user conversion. I felt that targeting both people who rely and do not rely on IMDb would be beneficial. I wanted to understand the reasons behind the lesser use of IMDb and identify its most beneficial features from the users' perspective. Additionally, we were addressing hidden pain points in the case study, making qualitative research a better choice. Of course, I believe that quantitative research should also be considered for more comprehensive results if time permits.
Medium
Field study, since we were focusing on reliability issues and attempting to convert Google review checkers into IMDb followers. Initially, the plan was to use a diary study, but I failed to find users for research within the timeframe. Therefore, I opted for a field study, which was my plan B.
Assumptions:
1- Ratings are unreliable.
2- Too time-consuming to decide if the movie should be watched or not.
3- Consuming as the required information or stats are not available.
4- Not having professionals' input impacts the chances.
5- No simple way of knowing if the movie is compatible or not.
6- Reading and giving reviews is time-consuming as it's a third-party website.
7- Suggestions are not always reliable, and people do not check them too often.
" I do not use it much. I respect that the audience may have different perceptions, but I feel that I have been more disappointed following IMDb's ratings"
- Pradeep Pal
I 'm a software developer who watches movies occasionally.
" I do not use IMDb at all. I think many of the ratings are bought, and the ratings are not authentic at all"
- Nehal Patil
I 'm a computer science student who watches / series movies everyday.
" I feel IMDb's ratings are very reliable for me. However, I do not use the site or application much. I check the Google ratings and IMDb's ratings mentioned, and I am good to go"
- Kranti Avhad
I 'm a data analyst who watches / series movies almost every day.
Questions:
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On a scale of 1 to 5, how do you use IMDb?
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On a scale of 1 to 5, how much do you watch movies or series online?
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On a scale of 1 to 5, how reliable do you find IMDb's ratings?
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Why do you feel the ratings are unreliable?
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What do you think of the overall experience of the website?
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Have you ever searched for or created a wishlist on IMDb?
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Have you ever read comments or reviews on IMDb's website?
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Have you ever watched the recommendations given by IMDb?
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What would you like to add or change to make the ratings reliable?
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What other features do you think should be included on IMDb's site?
Analysis:
Here's what I discovered: the assumptions I made were spot-on. Users are struggling to find a search tool that meets their needs. Many don't bother with wishlists and just want quick answers without scrolling. They hate having to search twice unless they're using the IMDb app (though I focused on the website, app users are important too). Users also question the reliability of ratings and seem unfamiliar with IMDb's policies and features. Rather than sifting through tons of content, they prefer watching YouTube reviews for a faster experience.
Solutions
Okay, coming up with solutions took a lot of brain-wrecking as I myself am a big IMDB user. Switching from a beloved user to a designer phase was uncomfortable yet exciting. After everything, I realized that coming up with solutions was not enough to increase engagement for IMDB, as many features I came up with were already there.
I decided to change the position of information, as ads were something that was blocking users from actually seeing the information first. I thought putting a mini rating above the ads would be beneficial, so I tried the look and this was how it went. However, for the clients who were not okay with this structure, I thought maybe another solution could be adding some information that was not readily available on Google, and people would have to open IMDB to see the ratings.
The weightage of the synopsis is something that is not readily available, so I thought maybe we can structure the framework like this: adding an icon for registered users as audiences do not feel that the ratings were granted by the registered users. Many feel that the company easily offers good ratings for the money. Adding the number of registered users who have watched this, and adding the percentage of people who rated it a must-watch or thumbs up (for coding purposes, it could be the people rating it above 4 considered as a thumbs up). This way, people can see the ratio without making any drastic changes in the way users have been rating the content
Positioning Relevant Information First:
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Shifted information display to prioritize content over ads, improving user experience and increasing ad visibility. When users search for a title, a large amount of information is presented to them, which I believe definitely places a significant cognitive load on them.
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I believed that if the advertisement blocked the view of necessary information, it would be a waste for the user to come to the page and quickly scroll past it. By shifting its position, the probability of users noticing the ad has increased, especially with a larger size. It would be beneficial to sponsor an ad related to the content, as many series and movies are promoted or are sponsored, making such ads more noticeable.
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This shift applies only to title pages, as IMDb has numerous pages with the same structure, making it easier for users to recognize them. However, this change is a double-edged sword, requiring further study to determine its effectiveness. While users are accustomed to ads at the top, introducing something new could also add cognitive load. Nonetheless, showcasing IMDb's dedication to user experience is a necessary step.
I did take feedback from the users I interviewed, and here is what they had to say:
Pradeep mentioned that the size of the ad matters more than its position. Even if it's placed at the top, it won’t matter if the ad size is too large. However, providing the information we're looking for is crucial. As a result, I resized the ad, increasing it by 74%. I incorporated Pradeep’s feedback on the ad size.
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Added AI Search Engine:
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Enhanced search functionality with AI-driven suggestions and personalized recommendations, inspired by Netflix's personalization strategy. The AI can help with any list of searches as keywords. This comes in handy when people do not remember the title of the content they want to watch or when they try to find content based on non-genre-related aspects. All the content can be segregated and available on IMDb's search engine, not just the titles. The AI tool can also suggest content similar to the described title, enhancing the user experience. This innovation was inspired by the AI strategies of platforms like Netflix, known for personalized recommendations.
Reference was taken from the paper "Revolutionizing Film Recommendations: Harnessing the Dominance of AI and Machine Learning through Hybrid Systems with Text-to-Number Conversion and Cosine Similarity" by Alexander Patrick.O, dated 15th February 2024. Final feedback from interviewed users, such as Kranti, highlighted the need for clearer communication about the purpose and functionality of the AI tool.
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Comment Ratio and Total Comments:
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Added features to highlight user engagement, improving credibility and user perception. Comment ratios were necessary as there were no highlighting features remaining in IMDb that set the company apart from its competitors. This was also beneficial as users gained a better perception without the need for additional personalization tools. Since the site is informative, it's important to mention everything, and adding personalization might be difficult. However, with this addition, we can achieve that. When it comes to movies and ratings, I feel that customer reviews are often undervalued. Thus, adding this ratio could also help users by providing better information and assistance. This was also confirmed in the paper from the University of New Hampshire, which stated, "In conclusion, movie reviews do have an effect on the consumer thought process, which consequently leads to the decision on whether or not to purchase a ticket to see the film. This effect is also greatly varied by the source as well as the type of information contained by the review."
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Registered User Icon:
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Implemented a registered user icon for credibility and ease of navigation. To build assurance and trust with the audience, it was necessary to demonstrate that the users were legitimate. A simple icon can fulfill this purpose effectively. Icons play a significant role in conveying information efficiently, and users are more likely to trust designs that incorporate familiar icons. I chose to use icons instead of text due to limited space and to aid users in navigation. The use of familiar icons eliminates the need for additional information, enhancing user understanding of the functions.
Trailer Button:
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Added a trailer button for easy access to trailers, enhancing user experience and engagement. As the trailer is not as readily available as before, we have added a button for easy access. I believe a synopsis is necessary for making informed decisions, but the trailer is what attracts the audience, so it is essential. A small navigation button could suffice for this purpose.
Text Info for Navigation:
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Included text information to guide users through changes in information structure, reducing cognitive load. Shifting positions will impose a slight cognitive load on existing users. To aid navigation for these users, indicating that there is more information below will be helpful. With changes in position and increased size, I anticipate users may experience difficulty if they do not see the usual set of displayed information. To address this potential issue and ease their transition to the new information structure, including text info for better navigation is necessary.
Wireframes
Snippets from paper and digital wireframes
Prototype
Home Page:
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I did not merge the AI with the already existing search button because I believed it would adversely impact the developer's job. Additionally, presenting it to users alongside the search button would create a significant cognitive load, as a lot of information would be presented at once. Also, as you can see above, the text was different in the draft. After testing it with users, I realized that even though the text makes sense to me at first glance, it might not have the same clarity for users.
final
draft
original
Content Page:
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As mentioned above during user testing, I found that the ad size can only be increased up to 74% of the original size. Beyond this point, users are less inclined to visit the page. Additionally, users mentioned that changing the position of the ads feels like a cheat sheet, potentially discouraging them from scrolling down. However, I believe a quantitative research study should be conducted to gain a deeper understanding of the consequences.
final
draft
original
Learnings
Even though the system has these issues, the rating system is still considered authentic by the majority of the audience. I also feel that IMDb, as a business, is well-known worldwide, and considering some tweaks would make a better experience for IMDb users. The audience that I captured after this was 20% more than the existing one. The metrics were obtained through usability testing where the interviewed and new users were asked questions based on comparison between the original and new design.
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Additionally, a quantitative research study is necessary to understand the impact of the changes I have made. With qualitative study, I believe users will feel satisfied with the changes and will love IMDb and enjoy the luxury of its features.
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Personally, I learned how difficult it is to make users ready for a diary study without any incentive. It was a great eye-opening case study. Many of my assumptions were surprisingly correct, but I kept doubting whether the solution I came up with had serious potential or not. However, I am not the one to decide that. Now that you have read it, what do you think?