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Rolling out changes in your OTT streaming app UX can sometimes feel like walking a tightrope. From a developer’s perspective, updates are essential to improve performance, usability, or aesthetics—but for users, these changes might come as a surprise. It’s not uncommon that users push back against updates to a streaming UI they’ve grown comfortable with. So how do you bridge the gap?
In this blog, we explore the do’s and don’ts of introducing new features using data-driven design and thoughtful OTT testing to soften the transition and boost user satisfaction. Here’s how to get it right.
Data is the foundation of any successful UX/UI decision-making process. Diving into user research, analytics, and tools like heatmaps helps uncover pain points and opportunities that might otherwise go unnoticed. It is important that you engage with UX or data leaders within your organization to ensure you’re focusing on the most relevant insights for the problem you’re trying to solve. This collaboration is key to making decisions grounded in both user needs and business goals.
Prototyping is another essential step in the process of user research and data-driven design. Tools like Figma and Protopie are usually effective in validating your ideas with users through early design prototypes. Testing concepts at this stage can help address potential issues before they escalate into costly problems during development or post-launch.
A detailed user testing phase is essential before diving into the development stage or making significant investments. Validating features early allows you to refine concepts and eliminate risks before they become costly problems.
Want feedback that actually matters? Start small. Use tools like usertesting.com or in-app surveys to collect insights without breaking the bank. Social media comments and app store reviews are gold mines for understanding what users love—or loathe—about your platform.
Beta testing groups or focus groups are another great way to preview changes before launching them platform-wide. Not only does this approach help you refine features, but it also builds goodwill with users who feel their input is valued.
Before diving into usability testing, leverage qualitative research methods to lay the foundation for a successful UX/UI rollout. Methods like stakeholder interviews, ethnographic studies, and user diaries can uncover unmet needs, identify key pain points, and shape the overall strategy. These exploratory approaches provide a deeper understanding of the context in which users operate and the goals they aim to achieve.
Want to keep things budget-friendly? Use tools like usertesting.com or in-app surveys to validate your assumptions. Social media comments and app store reviews can also serve as valuable resources for understanding user sentiment. Additionally, beta testing groups or focus groups allow you to preview changes and collect feedback while building goodwill with engaged users.
By involving users and stakeholders early through diverse qualitative methods, you’re ensuring your platform resonates with the people who matter most.
Skipping usability testing may seem like a way to save time, but it often leads to easily avoidable issues that can derail a rollout. A detailed user testing phase is essential as validating features early allows you to refine concepts and eliminate risks before they become costly problems. It is therefore an unskippable step before you kick-start the development stage or make significant investments.
Contrary to common misconceptions, usability testing doesn’t have to be a lengthy or resource-heavy endeavor. A quick test with as few as 5 to 10 users in many cases is enough to reveal up to 85% of major usability problems. With effective research practices and tools, actionable feedback can be gathered in just a few hours.
Nobody likes surprises, especially when it comes to their favorite streaming platform. Changing familiar workflows or disrupting popular features can alienate loyal users. Be mindful of how users interact with your platform and ensure new designs complement, rather than disrupt, their routines.
When you finally decide to implement the changes, be upfront with your users. Create a communication plan to share what’s changing, why it matters, and how it benefits them. Use notifications, email updates, or even short explainer videos to walk them through the new features or design.
Big changes can feel overwhelming for both you and your users; this is where incremental rollouts come in. One way to do it is to introduce updates to a smaller subset of users - whether based on platforms, devices, or markets. Testing on a specific device type or geographic region helps identify performance variations and ensures a smoother experience across all audiences. This phased approach reduces the risk of widespread disruptions and allows for real-world fine-tuning.
However, we understand that sometimes major overhauls are unavoidable. In this case, giving users the ability to toggle between the new and “classic” UI for the first couple of months can help ease the transition and build trust. Let users have time to adapt and get used to the new experience at their own pace, and in the meantime, you gather feedback on what’s working (and what isn’t) before going all-in.
Launching is just the beginning. The real work starts as you monitor your app’s performance to understand how users are responding to the changes. Key performance indicators (KPIs) like engagement rates, churn, and customer feedback provide valuable insights into whether your updates are meeting expectations or creating friction.
When analyzing the data, it’s crucial to prioritize changes that genuinely enhance the user experience while staying aligned with your goals and budget. By focusing on features that deliver the most value, you can avoid feature bloat and maintain a streamlined, user-friendly platform. Even if a rollout doesn’t go perfectly at first, there’s always room for adjustment.
Listen to your audience, adapt quickly, and don’t shy away from iterating.
Sometimes, even with extensive preparation, unforeseen issues can arise. Having a rollback plan ensures you can revert changes quickly if they negatively impact users. This safeguard protects your brand reputation and gives you time to rethink your approach.
In June 2024, Netflix unveiled a significant redesign of its TV app, the first major update in over a decade. The changes aimed to simplify navigation and reduce visual strain, featuring larger title cards, a refreshed layout, and contextual highlights such as "Oscar-nominated" or "8 weeks in the top 10." However, the redesign sparked notable backlash from test users, who found the new design less intuitive and disruptive to the familiar interface.
How did Netflix roll out the new changes?
Netflix’s approach demonstrates an awareness of the need for innovation and relevance in user experience. Simplifying navigation and introducing features like contextual highlights align with goals of improving content discoverability and creating a visually engaging interface. These changes reflect a forward-thinking attempt to address evolving user needs and enhance the browsing experience for modern audiences.
Furthermore, by conducting testing before a full-scale rollout, Netflix shows they value user feedback. While the backlash is evident, testing allows them to identify pain points and refine the experience before the changes impact their entire user base. This phased approach is a necessary step in managing the risks of large-scale UX/UI updates.
Understanding the backlash
Resistance to interface changes is a well-documented phenomenon. Users often develop strong habits and preferences for familiar workflows, and any disruption can initially feel jarring. Studies show that resistance to UX-induced changes often stems from users' predispositions rather than the quality of the changes themselves.
In Netflix’s case, the backlash likely reflects the challenge of altering a platform that users interact with daily. While the new design aims to improve usability, its differences from the long-standing interface may have triggered frustration among users who preferred the old layout. Importantly, negative feedback during testing doesn’t necessarily indicate failure. It’s a common part of the process and can provide valuable insights for further refinement.
Takeaways for streaming services
Netflix’s case highlights two critical points for streaming services:
Ultimately, introducing significant UX/UI updates requires patience, adaptability, and a focus on long-term user behavior rather than immediate reactions. By embracing resistance as part of the process and staying committed to refining based on real-world use, streaming services can turn challenging rollouts into opportunities for growth.
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