Overview

In the digital age, streaming services, offering 200+ choices, have overshadowed traditional TV. Competitive prices and diverse programming attract consumers, creating a common issue: subscribers struggle to manage their multiple subscriptions.

Value Proposition

Morpho offers a platform that consolidates all your streaming services into one. It also provides data-driven insights to empower users to take control of their streaming services, optimizing expenses and ensuring maximum entertainment value within budget.

Problems

• Managing several subscriptions can be challenging, leading to potential oversight.

• Missing monthly fee hikes and unclear fees can be costly.

• Unused or infrequent apps can hog valuable space, often unnoticed.

• Swapping apps to locate content can be both tiresome and time-consuming.

Solutions

• Centralize subscription Control: Manage all subscriptions with full API access.

• Payment Breakdown: Get a clear monthly and six-month payment breakdown for easy tracking.

• Visualize Usage: Use account data for easy-to-read usage reports.

• Unified Content View: Seamlessly access to all platform content in one place.

• Searchability: Develop an intuitive and user-friendly platform that allows the user to search and enjoy their favorite content.

Research

I initially focused my research on the competitive landscape to gain insights into how other apps address similar challenges. Then, I conducted one-on-one interviews to explore user experiences and uncover critical pain points. This research approach provided a comprehensive view of the problem space.

Findings

Competitive Landscape

• No direct competitors, as most subscription management services specialize in either subscription management or streaming content.

• Some management subscription apps are excessively data-driven, inundating users with an overwhelming amount of information.

• Some apps just serve as “TV guides” for streaming services.

One-on-One Interviews

• Users averaged 4-5 subscriptions and expressed some level of frustration with the lack of transparency or unexpected subscription fee hikes.

• The majority of users have expressed a desire to gain a better understanding of their expenditures and to access more insights.

• Users have voiced their frustration in their quest to find content to watch, attributing it to the overwhelming array of categories that need to be refined.

• Users expressed some level of anxiety when switching from one app to the other.

Flowchart

Morpho's design and functionality were meticulously developed to prioritize a streamlined and efficient process. Through research and interviews, this flowchart was devised to enhance the system's flow, making it more intuitive and user-friendly.

Creating Structure

Morpho was specifically designed for smart TVs, gaming consoles, and set-top boxes.

The objective is to consolidate the experience on every device with a unified behavior. Emphasizing swift navigation tailored for ultra-casual use ensures that users enjoy an excellent experience, regardless of the device in use.

Efficient navigation and playback are achieved by optimizing the shared D-Pad, Select, and Back buttons across devices. The content structure and controls were designed to seamlessly guide users through browsing, filtering, and playback, ensuring an instinctive experience in discovering the ideal title.

User Interface

I've designed a user-friendly interface, drawing inspiration from successful streaming services. It seamlessly blends the familiarity of established platforms with a distinctive aesthetic.

Data-Driven Reports

The goal extends beyond providing an intuitive platform for enjoying favorite programming across all streaming services. It aims to empower users with data-driven reports for effective budget management.

Developed thorough research, these reports offer a simple and clear visual breakdown of streaming expenses and usage, ensuring users stay on top of their budget effortlessly.

Visual Components & UI Kit

High-Fidelity Prototypes

Onboarding & Management

• Easy sign-up/sign-in process.

• Streamlined streaming subscription search.

• Seamless view and management of subscriptions.

• Immediate access to data-driven reports.

Navigation and Streaming

• Access to multiple accounts.

• Streamlined access to all streaming content.

• Clear icons display subscriptions.

• Efficient navigation for easy content finding.

Usability and Testing

Through this process, I gathered valuable insights that significantly simplified and improved the overall user experience.

The initial data-driven reports had too much info and, at times, unnecessary, leading to overwhelm. Through testing, I discovered that users prefer a straightforward, uncomplicated report that highlights key information: their subscription count, expenditure, and usage.

In the pursuit of trying to create a completely new and different streaming service interface specifically for smart TVs, game consoles, and set-top boxes, the initial design unintentionally resembled a traditional website layout, complete with a top menu bar and search field. Recognizing potential confusion among users, I opted to revamp the functionality, particularly the navigation, after thorough testing.

The revised functionality aligns with the familiar navigation patterns of successful streaming services, ensuring a seamless experience for users accustomed to such interfaces. Ultimately, the goal is to prioritize user needs and deliver the simplest and most optimal user experience.

Next Steps and Challenges

Navigating the path to a fully developed app involves overcoming numerous steps and challenges, with a primary focus on seamlessly integrating the leading streaming services into a unified platform. While the technological feasibility is apparent, the real hurdle lies in addressing potential conflicts of interest. The challenge arises as some of the most prominent streaming companies may hesitate to grant access to a third-party entity, especially if it means prioritizing user benefits over their own interests. Achieving this integration requires careful negotiation and collaboration to create a win-win situation for both the streaming services and, ultimately, the end user.

Takeaways

This case study has not only expanded my knowledge but has also challenged me in many ways, pushing me to craft an interface for a platform beyond the realms of web and mobile. The objective is to evolve into a more adaptable product designer and, hopefully, have more opportunities to design a variety of different products.

Initially, I envisioned creating a straightforward streaming service for entertainment. However, after conducting research, interviews, and empathizing with the user, I realized that empowering the user with information to save time and money is the ultimate way of creating a true user-centric product that provides both, entertainment and information.