WatchSpot
WatchSpot is a New York City based entertainment focused tech start-up made up of dedicated content enthusiasts which has been operating since 2018. Their mission is to create new meaningful content communities, and strengthen the ones you already have.
My role: Product manager, information architecture, research, ux, analytics
The Problem
In a world of exploding consumption options media consumers are paralyzed by a multitude of choices, and have difficulty sorting through those options quickly and deciding what content they want to consume on their own.
Hypothesis
In order to bring users together to connect them with content that they want, i.e. is new to them and that they will find enjoyable, WatchSpot will allow users to lean on trusted social media connections for guidance in finding what appeals to them. This will be measurable in quarter over quarter engagement increases with the platform, as well as increased new user sign-ups as users alert their contacts.
User Interviews
User interviews are the basis for ConnectHub. Through extensive research in the streaming space it is clear people want to watch content which appeals to them faster. These same potential users place a high value on the opinions of their networks, and would potentially use a product which allowed them to more quickly connect with content which their trusted contacts considered enjoyable.
Job to Be Done
WatchSpot seeks to link users with content they will love as quickly and seamlessly as possible. Currently they are searching through offering libraries, taking vague provider suggestions, utilizing off the cuff word of mouth suggestions, or doing online research.
Roadblocks
This product was initially envisioned as an algorithm driven project from the start. However, several factors contributed to re-assessment of this idea.
a) During user experience testing it became clear that users saw more value in suggestions coming from those they know, rather than algorithms which were undefined to the user.
b) Upon consultation with engineering it was decided that an algorithm would be labor intensive and have a long horizon. Social integration on the other hand, would be quick and simple.
With this feedback the product hypothesis was revisited and the features list re-assessed swapping the priority and implementation stages of those features.
WatchSpot MVP
The WatchSpot MVP is as simple and seamless as possible. We want the user to have to put in as little effort as they can in initial stages. Therefore the interface will have small scale decisions, and attempt to very quickly connect the user with content. If successful, the product will connect the user to enjoyable content faster than they would have otherwise, and once the user becomes a part of the product hook they will return to the platform again.
Trigger: User has spare time but no specific show to watch, they receive notification of highly rated content from friends on WatchSpot.
Action: User enters the simple interface and provides their immediate intentions.
Reward: User is connected to original content highly rated by their contacts.
Investment: Once they have completed their viewing, the user can rate that content and begin the cycle again for their circle of friends.
User flow A - New user
User flow B - Revisiting user
Prototype
Product Launch
Due to the simplicity of the product and the required social integration the plan for product launch is within six months. Each feature iteration will be six additional months beyond that.
-Primary messaging will be through digital media buys on channels ancillary to content consumption, such as entertainment publications.
-Targeting will initially focus on heavy media consumers who will want to use the platform as often as possible and act as influencers for others.
-Extensive user testing will accompany launch to ensure high user satisfaction.
Analytics
According to Pew Research Center studies over 61% of those 18-29 report that they primarily utilize streaming services to watch TV. WatchSpot seeks to capture this market and allow them to
-Engagement- Particularly daily & weekly active users. Based on media consumption habits we are seeking 15% DAI.
-Registrations- The product is strengthened the more users are on the platform. The goal is for 50% of current streaming platform users to opt in at launch, and gain 6% more users per year.
-Retention Rate- We want the users to use the product more the more familiar with it they become. Our goal is to have 80% user retention.