Redbox 2

03

Work: Redbox Case Study

Breathing new life into an old favorite.

SEEING IS BELIEVING

https://www.redbox.com/

https://apps.apple.com/us/app/redbox-rent-stream-buy/

https://play.google.com/store/apps/

The Redbox Value Proposition: Redbox lives in a crowded entertainment space competing with both subscription-based services (Netflix, Hulu, Amazon Prime) and transaction-based (iTunes/Apple TV), offering new release movies and games "at the box," for a fraction of the cost of their competitors, beginning at $1.50.

About the project: I entered Redbox as investors were injecting new life into the aging disc-based entertainment service, incorporating digital OnDemand content, expanding the network of kiosks and at the same time, giving the brand a fresh new look and feel that was promoted nationally at the time of launch. I was one of four designers on the team tasked with redesigning the website and mobile apps to incorporate the new digital content while also improving the search and discovery experience.

My Role: Working with a dedicated researcher, my task was twofold: conduct research to accurately capture consumer attitudes, percpetions and behaviors as it applied to the entertainment selection process, so as to accurately position Redbox's new streaming offering. This was accomplished through ethnrographic in-home interviews. My second task was creating new UX for the website and mobile apps, incorporating the new streaming content into the website, with a new site architecture, and testing/validating the new experience in front of users in the form of regular usability testing sessions at our headquarters. In addition, our goal was to improve the search and discovery experience, and surface better/more personalized recommendations which we understood through our research to be a major pain point for consumers amongst all streaming products on the market.

I've given a synopsis of the design challenge of combining two unique search models: digital and physical (location, inventory-based). I've also included some aspects of the ethnographic research we conducted to inform our design of the OnDemand product and accurately position it.

Additional aspects of the project included updating the Redbox loyalty & rewards experience (including the sign up experience), and improving and providing more accurate entertainment recommendations to our customers.

MY CONTRIBUTION

Ethnographic Research (In-Home Interviews)

Usability Testing

UX Design

Prototyping

Wireframing

UI Design

Stakeholder Presentations

The Challenge of Combining Physical and Digital Inventory...

Integrated Site vs Non-Integrated Site

The unique challenge of integrating location-based physical-disc content with digital streaming content lead our team to compare 2 different site architectures: Integrated and Non-Integrated.

A Non-Integrated site makes a separation between physical and digital content, preserving the core disc model, with digital content as a side bar. The Integrated Site model mixes digital content in while still allowing for filtering by format.

Therefore the research questions we sought to answer in usability testing was how do users search, would they be open to trying digital content, and does one model stand out against the other.

Browse Landing Page

The browse experience is built off of a landing page that introduces users to the inventory. Collection pages are available for any collection off of the Landing page as well as any genre. Both the Landing and Collection pages can be filtered by At the Box or On Demand content.

A. Non-Integrated Browse Landing Page

• Displays only discs when ‘At the Box’ has been selected from the main navigation. Displays only digital when ‘On Demand’ has been selected from the main navigation.

B. Integrated Browse Landing Page

• Displays both disc and digital. User can filter to see only discs or only digital.

C. New Release Clusters

• New release clusters have a different graphical treatment than the other clusters. It showcases a featured movie title in a larger tile form factor.

• The integrated browse landing page has both new at the box and new on demand.

Non-Integrated Navigation

A. Redbox Logo

• Acts as the universal “Home” button when clicked.

B. Format Selector

• In the “At the Box” section, the user can filter their view to only show titles with DVD or Blu-Rays available.

• In the “On-Demand” section, the user can filter their view to only show titles with Rent or Buy available.

C. Find a Box

D. Redbox Play Pass

• Quick link to find out more about Play Pass, as well as sign up.

E. Sign In

F. Search

G. Genre

• Selecting a genre brings the user to a genre gallery page.

H. MPAA Rating

• Filters the current view to only show titles with the selected MPAA rating.

I. Sorting Options

J. Filters Selected

• Any filters that have been selected are reflected in the nav.

Integrated Navigation

Integrated Navigation is largely the same as Non-Integrated. The biggest differences are the high-level nav items as well as the Format Selector’s options.

A. Nav Items

• The navigation now reads “Movies” and “Games”.

B. Format Selector

• All movie formats are now available to select from this menu.

Homepage

The homepage gives users a glimpse into new titles available on Redbox as well as educating them about Play Pass, and the new ways they can experience movies.

A. Hero

• Big imagery gets the user excited about new titles that have arrived on Redbox.

• A clear CTA saying “watch now” lets the user know that they can stream the movie instantly.

B. Format Education

• This section lets the user know about the new formats that Redbox now has available.

• Clicking “How to Watch" takes them to a page that gives more info about which devices can be used to stream movies.

C. New On-Demand Rentals

• Contains new movies available for renting digitally.

D. New On-Demand Purchases

• Contains new

E. New At The Box

• Contains new movies available to reserve at a Redbox kiosk.

F. Play Pass

• Educates the user about Redbox Play Pass and allows them to sign up.

• Section is removed if a user is signed in that already has Play Pass.

Integrated Browse Landing Page

The browse experience is built off of a landing page that introduces users to the inventory. Collection pages are available for any collection off of the Landing page as well as any genre. Both the Landing and Collection pages can be filtered by At the Box or On Demand content.

A. New Release Clusters

• New release clusters have a different graphical treatment than the other clusters. It showcases a featured movie title in a larger tile form factor.

• The integrated browse landing page has both new at the box and new on demand.

• Tapping on the the title of the cluster would take the user to the ‘New at the Box’ Sub-Category Collection page.