Company
Vudu
Target Platform
Android, iOS, SmartTV
My Role
Lead UX design responsible for designing all flows and wireframes.
Date
Sep 2013 - Mar 2020
Family Play
Family Play lets you skip past or mute intense scenes of sexuality, violence, substance abuse, and language. Customize categories based on your preferences and turn them on or off anytime.
CHALLENGE
Based on the user funnel and cohort analysis, it was determined that more and more users are skipping movies because they cannot find family-friendly movies.
Can Vudu offer better parental control options for the family to enjoy movie time?
APPROACH
Approximately 63% of adult-rated movies contain less than 5 min of offensive content, and about 35% of the users are unhappy with the parental controls offered today.
What matters to the user: Content filtered based on age is the #2 most used filter. Users are filtering a large number of movies based off its MPAA rating leading to fewer movies to choose from, which results in suboptimal viewing experience.
User needs: Users simply want a movie that they can watch with the entire family without having to think about the offensive content. Users also need a way to decide for themselves if they feel the content is right for the family or not.
Can Vudu offer better parental control options so the whole family can enjoy movie time?
SOLUTION
Vudu introduced an ability for the user to mute/skip only the offensive content from the movie. Given that many movies have < 5 mins of such content, this option dramatically increases the number of family-friendly movies to watch.
Users also needed a way to determine for themselves if the content was offensive/sensitive to their family. Such information is not provided through MPAA rating but is available via Vudu's in-house content tagging, which was used in the family play feature.
The solution's last and most crucial piece is how the user can enable/disable Family Play. The interface allowed the user to toggle the Family Play filter on/off from the player.
MOCKUPS
OUTCOME
The initial response to the feature was positive. Users were pleased with the enhanced ability to watch movies with the family and yet skip the content that they prefer. It is expected that this feature will contribute to overall 20% additional viewing time per user per month.