Overview
What is Reel Talk?
Reel Talk is an online movie/TV-show community that is a combination of IMDB and Reddit,
for movie/TV enthusiasts.
It provides a platform for users to:
- Read movie/TV-show listings, ratings, and reviews
- Discuss their favorite content
Features highlights
Onboarding
We use the onboarding process to understand users' content preferences.
Users can join a community that matches their interests.
Discussion
Users can share content relevant to the community's topic to spark discussions.
Final deliverables
Established design system
Discovery
How did the team come up with the idea of creating a community for
movie
and TV show enthusiasts?
Initial exploration
The founder of Reel Talk, who is a Movie/TV-show enthusiast himself, found that the existing
platforms such as IMDB or Rotten Tomato cannot fully satisfy his needs. He believes that
there is a gap in the market for a platform that caters to the needs of movie/TV-show
enthusiasts.
To validate his hypothesis and uncover specific pain
points, surveys were conducted.
Survey setup
- 108 respondents: 71 females & 37 males
- Watch movie more than once per week/watch TV shows more than twice per week
- 94% of the respondents are between 18 to 54
Key insights
The respondents primary needs on the existing platforms are:
- Read ratings and reviews
- Discuss the content they’ve watched
For their discussion needs,
Youtube and Reddit are their go-to platforms.
Since they're general-purpose platforms, they also express lack of confidence in
existing
communities (since their are pro users), and want more features dedicated to content
discussions.
Based on the survey results, our team concluded that:
The movie/TV-show enthusiasts only have general-purpose platforms to discuss
content, and
there are no platforms that cater to their specific needs.
This insight presents an opportunity to create a platform
tailored to their
needs.
However, before moving forward, we need a deeper understanding of
the pain points they
have on
current
platforms and their specific expectations for a new one.
Prospective user interviews
"How are your experience on movie- & TV-show-oriented online connections and discussions on the
existing platforms?"
Interview setup
- 5 interviews
- Movie/TV-show enthusiasts identified by how frequently they watch content
- Conducted remotely
- 45 mins each
Key pain points from interviews
Movie/TV show enthusiasts struggle to find:
Peers who share their
passion
The group of movie and TV-show enthusiasts is relatively smaller compared to general
viewers, and
current social platforms lack effective ways for them to
identify and connect
with
one
another.
They want to talk to people who are also deeply interested in the nuances and
details of
a movie
or
TV show.
In-depth discussions
On current social platforms, most conversations stem from reviews and take place in
the
comment
sections.
It does not facilitate in-depth discussions
effectively.
Some interviewees also expressed a desire for specialized features, such as the
ability
to embed
custom lists and movie/TV show listings directly into conversations.
Solution 1: Finding out user's taste
Noticing that shared interests often spark meaningful conversations, we
started looking into ways to understand users' tastes.
Understanding a user's taste: Key indicators to consider
Through brainstorming and interviews, we identified few potential ways to find out user's taste.
Selected indicators
Most liked content
- Top genres
- Top movies
- Top TV-shows
Age
Although it's not directly related to taste, we thought it's a good indicator of the
user's
preference.
Excluded indicators
Most hated content
We initially thought this would be equivalent to "most liked content", but then we
realized
that
while
people might enjoy different things, they often dislike the same ones. A bad movie
or TV show often shares common weaknesses, such as a weak plot or poor acting.
We also checked with our engineers to determine if this would improve our algorithm's
accuracy, and they confirmed the effect is minimal.
Content released year
ex. user indicates that he/she doesn't watch anything before 1990.
Release year is excluded as a taste indicator because a viewer's aversion to content
from certain time periods often stems from technical factors like dated special
effects or unfamiliarity rather than the actual storytelling quality, potentially
causing them to miss timeless narratives that they would genuinely enjoy if
presented in a modern format.
With a clear understanding of what indicate a user's taste, I shifted focus to exploring
effective ways to gather this information.
Gathering taste information on the platform
Through brainstorming, I developed three integration plans.
From user's watch history and ratings
It leverages user's viewing record and ratings to understand preferences.
Answer few questions during the
onboarding process
Users select their interests and preferences when first signing up.
Feed-side quick surveys
The platform would presents quick preference questions while users browse content.
Feedback
We ask our prospective users to evaluate and score the three approaches with prototypes.
We also carried out internal design reviews and feasibility assessments for the three
approaches.
After considering all factors, including user scores and internal evaluations, we believe
approach #2 is the clear winner.
Regarding the cons listed from internal evaluation, we believe that with thoughtful design,
we can make the process
more
enjoyable, ultimately reducing the drop-off rate.
Validation: Usability testing and follow-up
interviews
After finalizing the direction with approach #2, I proceeded to design the high-fidelity
version and conducted a usability test.
Test setup
- Task: get an account on the Reel Talk platform
- 5 Movie/TV-show enthusiasts identified by how frequently they watch content
- 45 mins remote sessions
- Thematic analysis
Findings & Iteration
1. Preference questions
Positive: Our users love these
questions!
Prior to testing, there were concerns about the onboarding's length.
However, none of the tested users raised this issue, indicating their strong
interest in preference questions.
Negative: Users struggle with
decision-making
Some users find it challenging to identify their top movies/TV shows when
asked because they can't decide immediately.
Iteration
I changed the word used in the title from "top" to
"favorite." This
removes
the
need for
users to rank their choices.
I also adjusted the quantity restriction from a mandatory
5 choices to "up to
10,"
allowing greater flexibility.
Additionally, it also includes more
options to choose from
(trending
content)
1. Wording
I deliberated over the wording and recognized that using "top" might
burden users with the task of mentally ranking items, thus
increasing
cognitive load. I then brainstormed several alternatives such as
"Preferred," "Beloved," and "Highly rated." After team discussions,
we
concluded
that "Favorite" best suited our needs in this context.
2. Quantity
constraints
The adjustment from "top 5" to "up to 10" adeptly accommodates two
scenarios:
- If users can only think of a few items (less than 5)
- If users have more items in mind than the previous limit allowed
(more
than 5)
2. Birth date -> Age range
Through the validation process, we found that users had privacy concerns
to
provide
birth date, even though
I made some efforts to explain why these inputs were necessary and tried to make
the process more enjoyable (see on the right).
I then decided to address these privacy concerns by updating the
interface from
requiring users
to enter their birthday to simply selecting their age
range (e.g., Under
18,
18–29,
30–39, etc.).
I explored 2 additional solutions to address the privacy concerns:
1. Instead of asking for the full date of birth, I considered only
requesting for the birth year.
However, this approach was rejected because it's uncertain if users
are over 18 based solely on their birth year.
2. Another option was simply selecting their age.
This idea was also rejected because users would face an overwhelming
number
of choices.
Final design
Solution 2: Foster a great discussion environment
How did we approach designing a discussion environment that fosters
in-depth
conversations?
For our users, what constitutes a good environment for
discussions?
I distilled insights from our research with prospective users and developed three key design
principles.
Effortless connections with
like-minded
peers
With the information users provide, we can create an environment that
makes it easy for them to connect with one another.
Format that facilitate in-depth
discussions
Users should be able to engage in meaningful and in-depth discussions with ease,
fostering an
environment that encourages thoughtful interaction and exchange of ideas.
Control
Users have the option to choose whom they want to talk to.
Following these principles of good discussion, I developed three distinct formats for
conducting
conversations.
Episode- or movie-specific chat rooms
Provide chat rooms dedicated to each movie, TV show, or specific episode. Users can
join
in
on discussions with others who've watched the same content.
Community with topic-based discussion
posts
Set up a community where users can post about specific themes or genres (e.g., "Top
Psychological Thrillers" or "Everything Batman"). Users can engage by commenting or
reacting
to posts and tagging specific movies or shows.
"Discussion circles"
Enable users to create public or private groups where they can chat about a
specific
show or movie together. These groups can be small or large. The environment allows
users
to share thoughts in a more
intimate,
real-time environment.
Feedback
We ask our prospective users to evaluate and score the three approaches with prototypes.
We also carried out internal design reviews based on the 3 design principles.
After weighting pros and cons, I decided to implement the second
approach to build a
Reddit-like community where users can post and discuss topics they are interested in.
From there, I moved on to designing the high-fidelity version of this solution.
High-fidelity designs
Validation: Usability testing and follow-up interviews
We carried out the same research as previously mentioned.
Positive: Clarity
Users value the convenience of accessing linked works to the community,
enabling them to promptly understand the topics
discussed
within.
Negative: Need additional methods
to
understand the
applicant
When users create a private community instead of a public one, they become
even more selective about who they want to
include
in this community.
Consequently, they seek to learn more about the applicant beyond the two
customizable questions.
Iteration
The community owner can enable options in settings to receive
additional
information
about the applicants from the platform.
These options include:
- Has he/she watched any work by [actor/director]?
- Has he/she watched any work linked to the community?
- Does his/her favorite genres includes [genre]?
- Does his/her favorite works includes [work]?
- How is his/her activity level?
When reviewing applications, the system will show how many additional
criteria are met and the owners can choose to look into the details if they
We were interested in understanding what information a community owner
seeks about an applicant, so we conducted a brief survey.
The responses fall into two broad categories:
1. Applicant’s knowledge of the topic being discussed
e.g. "How much do you know about Disney animations?"
2. Applicant's level of participation
e.g. “Is this person going to actively participate in the discussions
or lurk around till the end of time?”
I then explored various methods for the community owner to obtain
this information.
Proposal 1: Customization
Give community owner more ways to formulate questions.
Drawback: Community owners are unable to verify their answers.
Proposal 2: Auto rejection
Community owner can setup some criteria and the system auto-rejects
applicants who did not meet such criteria.
Drawbacks: Potential to inadvertently auto-reject preferred
applicants.
Given the drawbacks outlined above, we chose
to
make
the additional information optional in the settings.
2. Adding three more ways to discover
different communities
When users engage with a platform to discuss movies/TV shows, they
anticipate not only discussing familiar content but also discovering
new
options to watch.
We first asked the engineers to adjust the algorithm to provide more diverse
recommendations, rather than sticking to the safe zone.
I also overviewduced two additional methods for users to discover
communities
that
match their interests:
- Trending communities
- Where their friends are
I asked ourselves the following question:
How might we help users discover new content that they are
potentially interested in?
I then considered the following reasons for adding the two sections
mentioned above:
-
As the platform caters to movie/TV enthusiasts, trending
communities on
the
platform
are somewhat likely to align with user interests.
-
Users' friends are likely to share similar movie tastes and
often belong
to
communities that the user would also find intriguing.
Final design