UX Research and design—attic of orphan pictures

From September–November 2020, I worked with two UX researchers and two UX designers to create actionable items and achievable outcomes for our client in the film industry.

 
 
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Overview

Role: Project Manager

I led a team of UX researchers and designers (two graduate and two undergraduate students), working with Philip Mershon’s Attic of Orphan Pictures, a YouTube channel dedicated to shining a light on public domain movies from the 1930s to the 1960s. The initial client proposal wanted us to evaluate both the YouTube channel and the associated website. After meeting with the client, we realized that he wanted to focus more on the YouTube channel, and the website was secondary. With that in mind, our goal was to improve the look and feel of the YouTube channel to increase subscriptions and grow the viewer base. When evaluating the channel (and subsequently the website), we also aimed to provide recommendations on how he can develop Attic of Orphan Pictures’ brand.

Methodologies

Initially, with this project, we started with a few key research methods, including:

  • Interviews of the channel’s current subscribers

  • Competitive analysis of similar channels

  • Survey of YouTube users

Based on our preliminary findings, the client decided the website was equally important as the YouTube channel. With that in mind and only a few weeks left in the project timeline, my team and I made a hard pivot to split our time between the website and the channel. When researching the website, we deployed the following methods:

  • Heuristic evaluation

  • Search engine optimization

  • A/B Testing

  • Website wireframes and logo mockup (pictured right)

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Findings and recommendations

Two main findings came from our research. First, viewers were interested in seeing more short-form video content on the channel. Second, viewers wanted to hear/see more of Philip throughout the channel and videos as they enjoyed his commentary and knowledge of Hollywood.  We decided to split the recommendations of this project into two categories. One was quick-fixes, which the client could implement in a matter of hours (or less). The second was more comprehensive work that may require outside expertise to implement.

Quick-Fixes:

  • Organize the videos into playlists, either by genre, era, etc.

  • Add title cards to the movies instead of letting YouTube pick the thumbnail

  • Tag each video with keywords for search engine optimization

Comprehensive Work:

  • New WordPress template that aligns better with the function of the website. Included links to different themes and created wireframes that would better suit the needs of the client

  • Release teaser videos via social media accounts to hype-up and market upcoming releases

  • Create short-content video forms weekly, with bi-weekly updates to the main series

  • Cohesive branding and messaging strategy across all social media accounts and the website to promote the brand