Inlite Cinema Therapy
B2C Platform Product Design
Client Story
Inlite is a startup company building a platform that help people manage mental health and achieve personal goals through conscious movie watching.
The brand vision is to provide individuals the easiest way to transform daily habits and mindsets - from achieving mental wellness to ramping up career goals.
Currently the company is in beta version and testing the platform as a first round exploration of the subscription service to gauge customer experience and business operations.
Overview
My role UX/UI Design, Strategy, Documentation
Team Karina Ramos, Melissa Viesca, Anita Chen
Tools Sketch, InVision, Photoshop, Slack, Whiteboard, Keynote
Deliverables Hi-Fi clickable prototype, Usability Test Plan & Results,
Research, C&C Analysis, Task Analysis, Presentation
Time 60-65 hours
Project Goals
Design a complete user flow from user sign ups to onboarding, going through movie watching process, and answering post movie questions.
Our high level goals were to:
1. Introduce Inlite and cinema therapy in a friendly & easy to understand way
2. Guide users through the experience of leaving & returning the site
3. Design friendly post movie analysis questions
Current Pain Points
• Poor onboarding system resulting in users unable to understand Inlite service
• Inconsistent navigation throughout website resulting in fragmented user experience
• Unfamiliarity of psychoanalysis terminology
• Site conveys low trust and credibility
New Inlite homepae
Research
User Testing
To kickoff the research, we tested the existing prototype Inlite provided us on 3 users and quickly extracted pain points & gathered some feedback. The following quotes are from three different users after being asked to sign up, go through movie watching process, and answer post movie analysis questions using old Inlite prototype.
“It feels like Netflix and work, not Netflix and chill.”
“Are they trying to make a product that they can swindle people?”
“I don’t know what my problem is, I need someone to guide me.”
Task Analysis
I then generated three task analysis analyzing user’s tasks step-by-step to help us understand what the users were doing when asked to sign up and go through a movie watching process and what they will want to do.
C&C Analysis
For the purpose of solving redirection problem, I did a C&C Analysis to compare how other movie recommendation platforms encourage their users to click on external links that take them to different platforms and how users return to original sites.
Both Taste.com and agoodmovietowatch.com are sites that send users to other streaming platforms like Netflix or Hulu while their tab remain opened on the browser for users to return anytime.
By comparing the features of both sites, we were able to learn the type of CTA users might prefer as well as icons or symbols we can consider to incorporate later on.
User Persona
After discussing with client, we came to an agreement that for the purpose of this iteration of the design we would focus target user being millennials living in big cities with the urge for self improvements. We then agreed to continue using the personas provided to us but narrowed it down to one primary persona, Sam.
Design
Iterations
Once we collected all the data, we started white boarding and making lo-fi wireframes to quickly test our ideas and get feedback.
User Testing
Taking our low fidelity and medium fidelity prototypes, we did a lot of testings on the new user dashboard and the Inlite program on-boarding process. We got great feedback from users indicating their struggles that they don’t feel guided enough or that the dashboard is still confusing. We then took those feedback and interate, and did testing again.
One reoccurring user pain points we discovered was that the language on the old Inlite prototype was confusing and cold. We decided to test on 10+ people on their word preference of post-movie questions.
• The results = "log" and "reflection"
Prototype
New 4-Step On-boarding
After tested low fidelity and medium fidelity prototype multiple times, we reorganized the information as well as the order of Inlite program on-boarding to the final 4-step process. The steps focus on what the users will have to do, what to expect, and personalization (choose program & mood check in).
New User Dashboard
The dashboard is like the control room for Inlite's users. It contains information like user's overall progress, the level that the individual is currently on, and the type of movie assigned to the the individual.
"Reflection Log" is a new feature that we introduced. After rounds of user testings we discovered that users need access to their records to keep track of the progress they have made, however the old Inlite prototype was missing this function. We also decided to add a quick on-boarding so that users will be prepared leaving the site as well as to assure the users that if at any point they are struggling they can seek therapist's assistant at all time.
More User Testing
To test the high fidelity prototype, we conducted one in-person usability test and three remotely using usertesting.com and received some positive feedback.
“I like the simplicity of it and the concept itself.”
“I felt I understood the process well.”
“Movie therapy program was understandable.”
Next Steps
For Inlite to move forward, we feel that it would be helpful to start concept ideating the incorporation of Inlite (membership) Points as well as the development of the Therapist page. At the same time, communicating new design features we introduced with the developers should be a priority.