Beyond the ordinary Redefining OTT
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Amazon miniTV is the ultimate destination for free video entertainment. With tailor-made recommendations just for you, discovering content is as enjoyable as watching one.
An advertiser funded OTT platform, Amazon miniTV partnered with HumanX to increase traffic and watch time, and in turn boost sales for Amazon E-Commerce.
Goal
How do we get there?
It starts with the Voice of the user
We did in depth domain research and competitive analysis to identify gaps in the domain and uncover insights into actual viewer expectations.
Putting Business goals & user needs at the center of OTT-verse
- Unsure if I will like it
- Feeling confused
- Too many steps to know more about the show
- Ads are distracting, I lose the flow 😣
- How much do I watch to know if I really like it?
- How do I control the quality & speed?
- Loved last one, want to watch more like that
- Forgot about a series I was watching, how can I be reminded?
- Should I turn on notifications, don’t want too many
Based on an in-depth domain research of experience across apps and gaps in current experiences across the domain, we identified the struggles viewers face at key points in their journey. This helped us built clear understanding of why viewers browse more than watching, and why do they drop during the watch time.
How might we Transform Casual Browsers into engaged Streamers
MINI news
Principle in action: Exclusivity & Familiarity. Introducing viewers to upcoming and existing shows in a social media stories format, creating buzz and sharing behind-the-scenes gossip.
IMMERSIVE SYNOPSIS
Principle in action: Progressive disclosure For thriller, horror and dark genres - using progressive disclosure to pike curiosity and thrill by making the viewer walk in the shoes of the show lead.
mini laughs
Principle in action: Gradual Engagement
“I haven’t watched the movie, but I’ve seen a meme about it. ”
We leveraged this existing behavior to use Memes as a starting point of discovery.
Measurable impact of visitor to streamer ratio
Along with other contributors, our interventions played a significant role in achieving the metrics
How might we Keep the Viewers engaged during Watching
CLIFFHANGER PIP
Principle in action: Curiosity Gap
Cliffhanger PiP keeps viewers hooked during ad breaks with sneak peeks of upcoming scenes, maintaining suspense and retaining audience attention.
Episode qna
Principle in action: Positive Reinforcement By introducing game-like elements such as Q&A segments, viewers are intrinsically motivated to participate and stay engaged with the content, as it makes the experience more enjoyable and rewarding.
Emo Cue
EmoCue visually signals key moments in the content, piquing anticipation and curiosity to keep viewers hooked throughout the runtime
Measurable impact of visitor to streamer ratio
Along with other contributors, our interventions played a significant role in achieving the metrics
How might we keep viewers coming back
Delightful notifications
Principle in action: Emotional Engagement By incorporating attention-grabbing elements like stickers and pop culture references to evoke humor and foster positive emotions, we have made notifications delightful and entertaining.
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Measurable impact of visitor to streamer ratio
Along with other contributors, our interventions played a significant role in achieving the metrics
Key Shifts
Beyond just rethinking the digital assets, our team influenced the internal approach to digital CX leading to certain key shifts:
Having created this foundation, HumanX team continues to partner with Amazon miniTV as we build them into a category benchmark and making the OTT experience more human.