Revolutionizing TV Viewing: Redesigning the TBS/TNT TV Apps
Turner Broadcasting System, the parent company of TNT and TBS, wanted to revamp their existing mobile apps to make them more user-friendly and engaging for viewers. The company aimed to transform the existing apps into TV Everywhere apps, which would allow users to watch live TV, on-demand content, and exclusive clips and features from their favorite TNT and TBS shows. The new apps were designed to provide a seamless and personalized viewing experience, with enhanced search and discovery features, easy navigation, and the ability to customize settings and preferences. The revamped apps were also designed to be scalable and adaptable to future technological developments, ensuring that they remain relevant and useful to viewers in a rapidly evolving media landscape. Overall, the goal of the project was to create a more engaging and user-friendly platform for TNT and TBS viewers, and to establish Turner Broadcasting as a leader in the TV Everywhere space.
The revamping process of the TNT/TBS apps followed a structured design approach. It began with user research to understand viewers' needs and preferences. Ideas were generated based on this research, and prototypes were developed and tested for user feedback. The final design was implemented, ensuring a seamless user experience. The new apps were then launched with a comprehensive marketing campaign to drive user adoption and engagement. This process aimed to enhance the user experience and align with Turner Broadcasting's goals.
APP LOAD SCREENS:
The TBS/TNT app load screen welcomes users with a sleek and immersive experience. As the app launches, a dynamic and visually engaging screen captures the essence of the TBS and TNT programs. It may feature elements such as the iconic logos, vibrant colors, and captivating imagery that represent the diverse range of content available on the platforms. The load screen sets the tone for an exciting and personalized viewing journey, creating anticipation and drawing users into the world of TBS and TNT's immersive entertainment offerings.
DISCOVERY AND RECOMMENDATION:
The TBS and TNT app incorporates a powerful discovery and recommendation feature that helps users find content that aligns with their preferences. Through advanced algorithms and data analysis, the app intelligently curates personalized recommendations based on user viewing history, interests, and ratings. Users are presented with a tailored selection of shows, movies, and exclusive content that are likely to resonate with their tastes. Additionally, the discovery feature allows users to explore a wide range of genres, trending content, and popular shows, enabling them to discover new favorites.
SQUEEZE SCREENS:
The TBS/TNT squeeze screen feature is a dynamic and engaging element that appears after the conclusion of a program. This feature provides viewers with additional content, such as sneak peeks, behind-the-scenes footage, exclusive interviews, or upcoming show promotions. The squeeze screen is designed to captivate and retain viewers' attention by offering them a compelling reason to continue exploring the TBS/TNT content library. It serves as a seamless transition between episodes or shows, enticing viewers to stay engaged with the platform and discover more exciting content which encourages audience retention and engagement.
FEATURED FEED AND DEEP DIVE:
The TBS/TNT app offers two notable features: the Featured Feed and Deep Dive. The Featured Feed presents users with a curated selection of trending and relevant content, including recommendations and popular picks. On the other hand, the Deep Dive feature allows users to explore additional content related to specific episodes or series. It provides behind-the-scenes footage, cast interviews, bonus clips, interactive elements, and in-depth information about the show's production and storylines.
IN-SHOW DISCOVERY AND SHORT FORM RECOMMENDATIONS:
This feature enhances the viewing experience by providing users with the ability to discover related content and short-form recommendations WHILE watching a show. Users can access additional information, behind-the-scenes footage, and related clips without interrupting their viewing experience. This feature aims to keep users engaged and provide them with additional content that complements their current viewing preferences. It offers a seamless and convenient way to explore more content within the TBS/TNT app and discover new shows or episodes that may be of interest to the user.
LIVE DISCOVERY & CROSS PROMOTION:
This feature enhances the user experience by providing real-time recommendations & cross-promotion of related content while watching live TV. It allows users to discover & explore additional shows, episodes, or events that are currently airing or scheduled to air on TBS and TNT. It leverages algorithms & data to suggest relevant content based on the user's viewing preferences and behaviors. By promoting related programming during live broadcasts, the app encourages users to explore and engage with a broader range of content, maximizing their viewing experience. This feature aims to increase user engagement, extend viewing time, and facilitate the discovery of new shows or events .
MOVIES CROSS PROMOTION:
It’s a feature that promotes & highlights movies across the TBS/TNT networks. It serves as a promotional tool to create awareness & generate interest in featured movies. This feature typically involves showcasing trailers, teasers, or exclusive content related to upcoming or currently airing movies. It aims to engage users by providing them with sneak peeks, behind-the-scenes footage, and relevant information about the movies available on TBS and TNT. By cross-promoting movies within the app, it encourages users to explore and watch these films, enhancing their overall viewing experience and increasing audience engagement with movie content on the TBS/TNT platforms.
ONBOARDING PERSONALIZATION:
This feature involves customizing the user onboarding experience based on individual preferences & interests. It gathers information about users' favorite shows, genres, & other relevant data to personalize the app experience & provide content recommendations aligned with their interests. By tailoring the content suggestions & offering customization options, the goal is to enhance user engagement & satisfaction by delivering content that resonates with their tastes. Onboarding personalization aims to create a more targeted and curated experience for each user, increasing their enjoyment of the TBS/TNT apps.
SEARCH:
The search feature in the TBS/TNT app enables users to easily find specific shows, episodes, movies, or other content within the app. Users can enter keywords, titles, or any relevant search terms to quickly access the desired content. The search functionality may include auto-suggestions, predictive text, and filters to refine the search results based on categories such as genre, release year, or actor/actress. This feature helps users navigate the extensive library of content available on the TBS/TNT app and locate their preferred shows or movies efficiently. The search feature enhances the user experience by providing a convenient and intuitive way to discover and access specific content within the app.
USER SETTINGS:
The user settings feature in the TBS/TNT app allows users to personalize their app experience according to their preferences & needs. Within the settings menu, users can customize various aspects of the app, such as language preferences, closed captions, parental controls, video playback quality, & notifications. Users can adjust these settings to align with their viewing preferences, ensuring a more tailored and enjoyable experience. This feature also includes options for managing user profiles, account information, & subscription details. Overall, the user settings feature empowers users to customize their TBS/TNT app experience, providing greater control & personalization over how they interact with the content & features offered by the app.
LESSONS LEARNT
User research is critical: Conducting user research and gathering feedback from viewers is essential to creating a user-centric app that meets the needs and preferences of its target audience.
Consistency is key: Ensuring consistency across all platforms and touchpoints, including branding, visual language, and user experience, helps to establish trust and credibility with users.
Collaboration is essential: Collaborating closely with stakeholders from across the organization, including content creators, engineers, and executives, helps to ensure that the final product aligns with the company's strategic goals and meets the needs of all stakeholders.
Iteration is important: Iterating on design concepts and user flows allows for quick feedback and refinement, resulting in a final product that is more user-friendly and engaging.
Scalability is crucial: Designing for scalability and adaptability to future technological developments helps to future-proof the app and ensure that it remains relevant and useful to users over time.