PAP TÉLÉ
UX RESEARCH | UX DESIGN | UI DESIGN | USABILITY TEST | KEY LEARNINGS
PLATFORM – Mobile App
FUNCTION – UX/UI Designer
TIMING – 8 weeks
TOOLS – Jira, Figma, PureRef
Project Overview
PAP TV Network is a cultural platform designed to promote and showcase fashion, music albums, artists, interviews, and movies through trailers and interviews, primarily focusing on connecting France and Pondicherry. The goal is to provide a seamless experience where users can explore and discover artistic content.
Primary Challenges:
- Balancing a diverse range of content (music, fashion, movies) with a simple user experience.
- Designing a platform that highlights both visual and audio content in an immersive manner.
- Creating a fluid, mobile-friendly interface for both high and low-bandwidth environments.
- Monetizing the platform without disrupting user experience through well-placed advertisements and commercials.
Design Process
1. Empathize (Understanding the users)
Competitive Analysis
The design journey began with a detailed analysis of existing French TV channels, including TV5Monde, France 24, Arte TV, France TV, and Canal+. This competitive analysis highlighted gaps in content delivery, particularly the lack of representation for emerging artists and local stories, which informed our understanding of user needs
User Research
To deepen our insights, I conducted targeted user research focusing on young adults (18–35), artists, musicians, and fashion enthusiasts. Through surveys and interviews, I discovered that while viewers appreciated the quality of content, many felt that mainstream French TV did not adequately showcase local talent or foster cross-cultural collaborations.
User Surveys and Interviews:
Through surveys and interviews, I discovered that while viewers appreciated the quality of content, many felt that mainstream French TV did not adequately showcase local talent or foster cross-cultural collaborations.
Affinity Mapping
Personas
By gathering qualitative data, I could empathize with users’ desires for authentic representation and diverse cultural content. This led to the development of three key personas:
- The Cultural Enthusiast: Actively seeks new artists and cultural trends.
- The Musician/Artist: Desires visibility and connection with broader audiences.
- The Casual Viewer: Prefers quick access to trailers and interviews.
2. Define (Identifying the Problem)
2.1 Problem Statement
With a clearer understanding of the target audience, I defined a problem statement: The PAP TV Network app must deliver a seamless and engaging experience that effectively promotes cultural content while addressing common challenges users face in discovering artistic works.
2.2 Project Goals
Focused project goals were established to guide the design process:
- User Experience Goals: Create a simple and engaging interface that highlights cultural content, music, and fashion while facilitating easy access to interviews and trailers.
- Business Goals: Build a platform that serves as a cultural content hub, supported by sustainable revenue streams, including advertisements.
- Design Goals: Develop a visually appealing interface that reflects the artistic nature of the content while ensuring easy navigation.
3. Ideate (Generating Solutions)
3.1 User Journey Mapping
In the ideation phase, I mapped out user journeys to visualize how users would navigate the app. This involved creating flowcharts to illustrate the steps users take to reach their desired content, emphasizing a smooth browsing experience across categories like fashion, music, and interviews.
3.2 Information Architecture
- Core Sections: Home, Explore (Fashion, Music, Movies), Search, Profile, offering a focused content hierarchy, unlike the generic categorizations often found in French TV apps.
- Categorization: Developed filters for fashion, music, and interviews, helping users find culturally relevant content quickly, unlike broad categories seen in French TV apps.
4. Prototype (Building Solutions)
4.1 Low-fidelity Wireframes
With a solid foundation in place, I developed low-fidelity wireframes to outline the app’s structure, emphasizing intuitive navigation and clear content hierarchy.
4.2 UI Design
4.3 UI Screens
4.4 High-fidelity Mockups
Developed high-fidelity mockups reflecting cultural fusion through:
- Color Palette: Red and purple
- Typography: Poppins for headers and body text.
- Imagery & Videos: Large image and video displays, focusing on content discovery over broadcast-style linear programming.
5. Test (Evaluating Solutions)
5.1 Usability Testing
Conducted several rounds of usability testing with users representing the target audience. Feedback included:
- Positives: Users loved the clean design, easy navigation, and the personalized recommendations for content.
- Improvements: Users wanted quicker access to search and suggested a “Favorites” section for saving content.
5.2 Iterations
Implemented key updates based on feedback:
- Search Enhancement: Added a prominent search icon on the home screen for quicker access.
- Favorites Section: Introduced a “Favorites” section on the profile page to allow users to save their preferred content.
6. Monetization Strategy
The app will display:
- Interstitial Ads: Between video transitions (e.g., from interviews to trailers).
- Sponsored Content: Advertisements integrated into the content feed, such as featuring fashion brands or upcoming artists.
- Banner Ads: Non-intrusive banners at the bottom of the page.
7. Final Outcome & Key Learnings
The final version of the PAP TV Network mobile app is a dynamic and engaging platform that meets both user needs and business goals. It successfully combines cultural content from France and Pondicherry while providing a clean and intuitive experience for discovering new art, fashion, and music.
7.1 Key Insights
- Content Organization: Organizing content by categories and offering personalized recommendations was key to user satisfaction.
- User Engagement: Micro-interactions and smooth transitions kept users engaged and coming back.
- Ad Integration: Non-intrusive ads helped drive revenue without disrupting the user experience.
8. Conclusion
Designing the PAP TV Network mobile app provided valuable insights into creating an engaging cultural platform that bridges artistic content between two distinct regions. By focusing on user needs and iterating on feedback, I was able to design a product that is both visually rich and functionally robust.
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