Internship Overview
In this 3 month internship, I worked under the Tencent Video Membership team as an interaction design intern. Our team is responsible for paid-content related experiences.
About Tencent Video
Tencent Video is one of the leading video streaming services in China with over 120 million paid subscribers. It has grown to become the largest online video platform in China in mobile daily active users. It is a basic part of Tencent’s ecosystem where resources synergize for strategic goals.
ALL screens below designed by me, unless otherwise noted.
Project 01
Movie Gifting Redesign
Every month, subscribers have chances to give away movies to friends to watch for free. The requirement was a small optimization to the movie gifting function, but I pushed it to a complete redesign of the function.
Type
Launched Project
My Role
Interaction Designer
Duration
2 weeks for design
Team
1 PM, 1 IxD, 1 Visual and Developers
Problem
When I received the requirement, the product manager stated the problem for me: 80% of users choose not to gift the movie to their friends halfway through the process.
My Design Solution
During the design process, I conducted real testings with 8 users of different ages and synthesized three major types of users: firm, indecisive, and confused. Since there were many problems found during testings, I pushed it to a complete redesign of the function — host sending out the gift and guest receiving the gift.
Creating Touchpoints
through the use of famous lines, awards and ratings.
Unpacking the Gift
Gifting the movie and receiving the movie form a consistent, holistic experience.
Not Just another Sharing Image
Explain the function first and attract users through a simple motion effect.
What You See Is What You’ll Get
What users see in the preview is what they will be sharing with their friends.
More Movie Choices
Recommend other similar movies to attract new users to our exclusive content.
Adapted to the Screens
Offer the most immersive and seamless sharing experience.
Project 02
New Mode of Content Subscription
The new mode allows users to buy extra episodes to watch ahead on the basis of paid subscriptions. The requirement includes an in-app purchase function and a mobile campaign webpage.
Type
Launched in Summer 2019
My Role
Sole Interaction Designer for mobile end
Duration
3 weeks for design
Team
3 PMs, 2 IxDs, 1 Visual, and Developers
How to balance and integrate user needs with business goals?
Project Outcome
The new subscription model launched and lasted for one week in August 2019, earning 156 million CNY (around 23 million USD) total profits.
Design Process
During the two weeks interaction design process, I iterated over 10 versions. I had to balance the needs of different stakeholders: users (good purchasing experience), the company (profits and future market share), developers (reusability of components).
Launched Version
There is a visual designer who worked on the final visual design of the actual launched version.
User Feedback
After the project was launched, I conducted a small group survey of fan clubs with 50+ people and in-depth interviews with 6 people. Then I made an improved version in my spare time, trying to fix usability problems for future development.
Design Outcome
The same interaction model has so far been applied to 50+ dramas. My improved version inspired subsequent changes.
My version of the design not only paved a solid foundation for future developments but also affected the design for similar functions on the market, such as the versions done by competitors iQiyi and Youku.
Internship Takeaways
01 Limited Time vs Good Experience. To train my acuity of recognizing good and bad design.
02 We have to balance business goals and user needs. Think deeply about the essence of the business model and integrate it into my design.
03 Communicate efficiently with colleagues and persuade product manager and leaders to support my version with solid reasons.
