LENZ - Mini VOD Streamer

About LENZ

Lenz is MTNI’s VOD & AOD streaming service which was genuinely launched as an IPTV Value Added Service, ridding the momentum of 4G technology. The project was a success, gaining about 800k users and a sizable 65% share of the local market just 4 months after the first commercial launch.Over time and following the massive upward trend of the entertainment industry, the previous target market seemed irrelevant for Lenz’s stakeholders and they found a new interest in on-demand content streaming.

My Roles And Responsibilities

UX Researcher

By conducting usability tests, heuristic evaluations, and data analysis, we gathered insights into the users' needs and defined the problem.

UX Designer

From user flows, information architecture, and customer journeys to wireframes, prototyping, and testing, we developed a user-centered streamer.

Challenges

Converting the TV-heads: Gaining Momentum in VOD Market
The main challenge was remanufacturing the Lenz product in a way that encourages TV junkies to use it as their primary source of entertainment.
New Materials for Old Users
Making the old users change their habits by using Lenz and feeling the paradigm shift: Exploring around and looking for what they want instead of choosing between options.
User Acquisition
To convince new users to switch from their current streaming service to Lenz, we needed new core competencies.

What We Did

Heuristic Evaluation: Defining Micro Actions

By conducting a series of heuristic evaluations with the participation of more than 20 experts, we were able to identify major usability issues and set a number of quick actions to improve LENZ's user experience.

Usability Testing: Reveal the Angle

Following the results of the heuristic evaluation, we conducted usability sessions to observe actual users' behavior. Five tasks were assigned to them that dealt with the major issues in the previous research.

Additionally, we used eye tracking tools to:

Investigate quick changes that could improve Lenz in terms of user experience
To detect design defects and miscommunications in the main user journey.

Visual eye-track maps and results of home Page (Recommended Page) using Feng-GUI

Minor Usability Changes

To address Lenz's complex and misleading user flows, we developed a set of quick actions to improve usability and learnability and help users overcome frustrating content exploration.

Multiple Access to Key Features

Minor Navigation Improvements

Improve Error Prevention

Listing Logic Improvements

Improve Sort & Filtering

Minor User Flow Changes

Clustering users and navigating VOD specific users on the VOD homepage (the one which already existed) instead of the TV page.
Making small customizations to user profiles in order to shift the user profile from being just a set of basic settings to a hub where they would spend time as the control center.

Metric Monitoring

During all of these changes, we always kept a close eye on our key metrics so we could see the effects of our actions constantly and without any unnecessary interpretation.

Quick Results

Positive Feedback from New Users, Negetive from Old Users
- Increase in VOD Engagement Funnel Conversion Rate by 13%
- Increase in User Acquisition Rate by 27%
- Increase in Monthly Churn Rate by 10%

NEW Product

UX Research - UX Design

Final Result

Within a quarter of delay our engagement funnel results improved by slightly more than 40 percent and the product managed to expand its user base tenfold including 7 million new users. Optimizations are still going on to this day and Lenz has a 28% share of the transactions in Iran’s VOD local market.

Increase in Number of Purchases by 60%
Bounce Rate Reduced by 13%
Iran’s VOD local market Share Increased by 21%
Engagement Funnel Conversion Rate Increased by 30%