My product design career began on the web. I remember the days when we rushed to make all the websites responsive. Nowadays, my role primarily involves orchestrating the design process, occasionally rolling up my sleeves to assist designers when they are under time constraints.
Below are a few contemporary examples of the I led my team to produced in the past few years.
In an endeavor to enrich its Advertising-based Video-on-demand product, A+E Networks wanted to introduce a "Lean Back" viewing experience. Prior to “Lean Back”, viewers navigate between on-demand content and live video streams, a process that can be mentally taxing for those without cable subscriptions.
The product team assumed that the "Lean Back" will offer a more passive engagement with continuous content, sparing users from the task of selecting specific episodes. Furthermore, insights from market research illuminate that "Lean Back" viewing closely harmonizes with viewer preferences, streamlining content selection and aligning seamlessly with their multitasking lifestyles.
In product design there is no one solution fits all. There are times UX Research leads the project, there are times, a concept, a bet on the data or user behavior leads the project.
The bet requires a prototype or two to be user tested. Based on the usability testing feedback provided, the team continues to shape the prototype.
We tested three different prototypes for "Lean Back". The research was conducted by UX Researcher Priya Das, and it took the team approximately two months, along with about six design/prototype iterations, to fine-tune the experience to align with user expectations.
We constantly explore retelling the story of the brand, and the TV show(s). In our creative journey, we begin by venturing outside our comfort zone, embracing discomfort to spark innovation and discover new frontiers. This unconventional approach eventually guides us to the perfect balance. Conversely, starting from a place of safety can lead to unremarkable outcomes, and no one desires a dull brand.
The product design team collaborated with cross-functional teams on a new initiative that mirrors A+E's roster of popular channels, vast library of premium content, and seamless cross-device experience.
We always start mobile first and expand the concept to all platforms the brand covers. In this example, Home.Block. home improvement hub scales gracefully all across platforms.
At the end of the day, a Product Designer's job never ends. The journey ahead is already in motion, inviting us to the next usability testing or design discovery.