Alibaba provides a series of products to help its B2C/C2C platform improve click-through-rate, conversion-rate, and gross merchandise volume. Athena is one of the products that helps the marketing operations to exceed business objectives by filtering high quality merchandise based on data visualization.
Intro of this thing
My Role: UX Designer
Duration: 3 months
Woobo partnered with third-party owners to provide fun educational content. In Woobo v1.5, there are two major categories - Woobo's World and Woobo's Friends - to distinguish between original content and licensed content. After Woobo v1.5 shipped, we received the feedback that the content was not easy to be discovered and accessed. So I redesigned the content library experience for Woobo v2.0 through competitive analysis, wireframes, prototypes and user testing.
IDENTIFYING THE PROBLEM
Based on the user feedback and customer reviews after Woobo v1.5 shipped, there are some problems we need to solve.
Woobo's original content is hard to be discovered
Users are easy to ignore third-party content due to the UI layout
The experience of subscription design is tedious and not kid-friendly
放图 / ia to show problems
We spent lots of time looking at services like Youtube Kids, Netflix, TikTok, Play Games, and Peppa World, etc. We took notes on what each platform was doing well, where they were missing the mark, and how could we differentiate ourselves.
What we got from the research is that no matter what the experience was like, it was all about the content ( which was under the control of our own original studio/along with third-party content that our content team would choose from).
放图 / ia to show problems
When translating the pain-points into ideas, we developed an availability-centric directory, as the "right people" are classified to; being available for assistance at the appropriate time and/or are the most knowledgeable for the situation. With these traits in mind, Woobo library is designed to browse the content quickly, search specific content quickly, and also combined the business model for subscription in a kid-friendly way.
solve the problem, I had 3 objectives in mind for my design:
I explored many different layout and architecture styles. Pushing the limits with what I thought the standard for video consumption could be. I whipped these up in Adobe XD and Principle so that I could see these mocks with motion and interaction in mind.
I started by brainstorming and establishing the features my app should have. I then went on to explore the user flow through paper sketches. And the final result, after several rounds of iterations, is as shown below:
PERSONAS & SCENARIOS
As mentioned, we knew a few things that we wanted to target as the opportunity area
The entire family will be our target audience
The teens would be between the age of 16 years to 21 years who will be going to college