MEGOGO

Improving the UX of the most popular Ukrainian media service

ABOUT MEGOGO

The largest media service in Eastern Europe. The monthly audience reaches 40 million unique users.

MY ROLE

UX research

UX design

UI animation

The platform offers a diverse array of content:

Over 77,000 videos
More than 5,000 movies and TV series
Over 1,500 animated films and cartoons
About 45,000 TV shows
Concerts and clips
Over 20,000 news programs

SCOPE OF WORK

RESEARCH

IDEATION

DESIGN

Deep Dive into Context
Hypothesis and JTBD
Analysis of calls to the customer support service
In-depth interviews

"How might we?" statement
Heuristic Evaluation

Subscription page
Information architecture
Established Design System

IMPACT

Impact on business metrics
My learnings

RESEARCH / THE PROBLEM

CUSTOMER SUPPORT

The call center assists users with subscription-related inquiries, including understanding subscription terms and facilitating refunds. While negative reviews are common, my focus as a designer is on identifying areas for improvement.

RESEARCH / HYPOTHESIS AND JTBD

I employed the Jobs to Be Done (JTBD) framework to formulate hypotheses about audience segmentation and understand users' needs.

Family segment

Michael buys a MEGOGO subscription to watch movies after work. Other options for using a MEGOGO subscription are to watch TV channels and series in high quality, listen to podcasts in a mobile application, turn on cartoons for children, and watch sports events. But Michael will purchase a film subscription that will allow him to relax and unwind after a working day.

Sport segment

Sergey purchases a MEGOGO subscription to watch sports broadcasts (with friends).

Other options for using a MEGOGO subscription are purchasing it to watch TV channels and series in high quality, listening to podcasts in a mobile application, and turning on children's cartoons. But Sergei will purchase a subscription to watch sports broadcasts for relaxation and communication with friends.

Children segment

Irina purchases a MEGOGO subscription to turn on cartoons for her 12-year-old daughter every morning. Irina uses this time to prepare breakfast and to get ready for work. Other options for using a MEGOGO subscription are to watch TV channels, movies, and series in high quality, listen to podcasts in a mobile application, and watch sports events. But Irina will purchase a subscription to keep her daughter busy while she needs to do her business.

MAJOR LEARNINGS FROM IN-DEPTH INTERVIEWS AND USER TESTING SESSIONS

RESEARCH / QUALITATIVE RESEARCH

IN-DEPTH INTERVIEWS AND TEST SESSIONS

Key Findings:

Complex information architecture
Users require assistance in searching for subscription information
Common complaints, including difficulties with unsubscribing and accessing subscription information
Variability in conditions of content access
Additional charges for users with existing subscriptions

Research lead by

Nina Somkina

IDEATION

HOW MIGHT WE?

Simplify the path to the subscription page
Make subscription information more accessible
Assist users in understanding the content included in subscriptions
Enhance the user's perception of the value  of purchasing a subscription
Elevate the level of trust in the service

DESIGN / THE SOLUTION

SUBSCRIPTIONS PAGE REDESIGN

Before redesign:

Image unrelated and distracting
Vague and noninformative title
Invisible prices in the table
Lack of logical information presentation
Low contrast typography
Challenges in comparing points
Pale checkmarks and minuses

IMPROVED SUBSCRIPTIONS PAGE

Positive Changes:

The table is placed at the top for easier access
Visible prices
Logical content categorization
Detailed list of TV channels
Improved text contrast
Clear checkmarks and minuses
Enhanced scanability of information

DESIGN / THE SOLUTION

SMART TV AND
ACCESSIBLE DESIGN

Design Considerations Factors:

Addressing vision problems, especially for older users
Thoughtful color use for users with visual impairments
Catering to users with older TV models
Accounting for variations in viewing distance

DESIGN / THE SOLUTION

DESIGN SYSTEM
INITIATIVE

Despite the company's long market presence, I recognized the need for a Design System and founded the first MEGOGO design system to optimize resources and enhance design consistency.