MLG App Refresh Concept + Product Brief

MLG App Refresh Concept

Below is a small product brief I did while exploring a mobile app refresh. Doing this can help educate fellow designers and help move along the design process.

Goals

The Mobile App refresh goal is to do a better job serving VOD’s (live and non-live) to our users. Our app needs a restructure and visual update to fall in line with the desktop refresh. Our purpose of a mobile app refresh is to give our users a premium viewing experience live and non live that should get them to come back and watch. The goal is to create habitual (daily, weekly) check ins to view content. The app should feel alive, each module should be able to expand, contract, reveal content, go to a destination as well as feel like it’s own special destination.

Who’s this for?

Gamers – People that want to watch game related content.
Blizzard fans – Users interested in all that is Blizzard lore.
Esports fans – Watch live events and interact with other users watching.

Metrics

App opens per day or per week?

Increases functions per day.

Sectional consumption value to VOD starts.

Measurable Target / Goal / KPI

Increase live video starts from Watch by 15% (over 3 months)
Decrease bounce rate from Watch by 15% (over 3 months)
- Need to know number of users coming to watch currently both averaged and on an event by event basis
Increase VOD starts from watch by 15% (over 3 months)

Live video starts

iOS

Live: 571,441

Android

Live: 300,923

Bounce rate from Watch

VOD starts

iOS

VOD: 73,236

Android

VOD: 44,709

Things to track

# of peoples who do a thing

Session

Consumptions

User Types

Current user base – Provide an improved experience for the current users
New users – Capture new users
Past users – Get previous user base to come back, we’ve heard your concerns and welcome them back

Core Product Feature Set

Interaction model

Video overlay concept carries over from new Web refresh.

Navigation

Streamlined nav help reduce friction to get to where one wants to go. User should be able to easily go to schedule or watch and filter down to the IP they want to view content based on. User should be able to activate and clear filter from nav.

Content filters

Users should be able to view content based off the IP’s that they want to see. Should be recognizable and easy to use. User only wants to view content from a specific IP and only that IP.

Video Card

The video card should have a thumbnail, Title of Video, Description and meta (date published, live or not live and duration). User can video preview on swipe to preview the vod in the playlists.

Surface Live content

When there are multiple live event surface them below hero. Make it clear that these events are watchable and Live. Show IP / and or Sponsor, Title and description.

Bnet app integration

Sync with bnet app to personalized watch exp. Surface content based on IP’s owned and frequently played. Reward users for viewing content w in game content. Mounts, skins, mostly cosmetic rewards. Reward fandom.

Personalize content

Based on users watch habits surface related content to them on the watch page. User only watches WOW and Overwatch content, their default landing should surface that content for ease of consumption.

Hero / Featured Region

High resolution video playback clip of lasted vod or live stream of current event with clear call to actions to watch. There should be enough room to display IP of live event, sponsor of the event, Title of VOD or event and a description.

Editorial Modules

Show unique modules based off recent / upcoming games, events and strategies. Show show IP, possible Sponsor, title, short description and link to one or more videos.

Schedule

Display a list of past, current and upcoming events. Users can select between barebones list and more elaborate view. List should include IP, title, date, time and display if its live. Elaborate view should include IP, title, date, time, display if it is live, description of event and art or photography based on event.

DVR

Advanced dvr with markers on timeline overlay, shows kills, fails, interviews, segments(short), replays, epic moments. Could be used in infotainment vods for chapter markers, boss fights, and tricks. Feature can be accessed from a swipe up in the video overlay.

Product Architecture

Global