PAP TÉLÉ
UX RESEARCH | UX DESIGN | UI DESIGN | USABILITY TEST | KEY TAKEAWAYS
PLATFORM – Mobile App
FUNCTION – UX/UI Designer
TIMING – 5 months
TOOLS – Figma, Jira, Slack, 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)
Market Research
Competitive Analysis: I began by analyzing existing French TV channels such as TV5Monde, France 24, Arte TV, France TV, and Canal+ to identify key differences in content delivery and focus.
User Research
Target Audience:
- Young adults (18–35), artists, musicians, and fashion enthusiasts from both Pondicherry and France, unlike French TV’s broader and often older audience demographic.
User Surveys and Interviews:
- Gathered insights from French and Pondicherry users on their preferences for consuming cultural content. The results showed that many felt French TV channels, while providing high-quality content, were not offering enough focus on emerging artists, local content, or cross-cultural collaborations.
Affinity Mapping
Personas
Created three key personas to represent different user types:
- The Cultural Enthusiast: Interested in discovering new artists and fashion trends.
- The Musician/Artist: Wants to showcase their work and reach new audiences.
- The Casual Viewer: Enjoys watching movie trailers and interviews but prefers quick browsing.
2. Define (Identifying the Problem)
2.1 Problem Statement
The PAP TV Network app must deliver a seamless, engaging user experience that effectively promotes cultural content while addressing common challenges users face in discovering and accessing artistic works.
2.2 Project Goals
User Experience Goals: Deliver a simple, intuitive, and engaging user experience that highlights cultural content, music, and fashion. Facilitate easy access to interviews and trailers.
Business Goals: Build a platform that serves as a hub for cultural content promotion, supported by revenue streams like advertisements.
Design Goals: Create a visually rich interface that aligns with the artistic essence of the content while maintaining easy navigation and usability.
3. Ideate (Generating Solutions)
3.1 User Journey Mapping
Mapped out user journeys focusing on how users would:
- A smooth browsing experience across categories like fashion, music, and interviews—unlike French TV apps, which often have overwhelming amounts of content without specific user journeys for niche content.
- Easy search functionality for specific artists, genres, or interviews, contrasting with the cluttered interfaces of most French TV channels.
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
- Developed wireframes to outline the app’s structure focusing on:
- Intuitive navigation: Easy access to the home page, search functionality, and content categories.
- Content hierarchy for trending and recommended content.
4.2 UI Design
4.3 High-fidelity Mockups
Developed high-fidelity mockups reflecting cultural fusion through:
- Color Palette: Warm tones (terracotta, beige) with vibrant accents (deep blue, mustard).
- 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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