Disney
Designing A Home For Movie Collectors
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Project Brief: Sets, A Marketplace Focused On Collectors
User Experience, Product Feature, Visual Design
As a company, our design team drafted up new personas in 2021 which led to two key personas that every team would align on, one of which was the collector.
What started as a 20% time project with the Android team grew into a full-fledged feature set to release across all platforms. In an effort of thinking about the user needs of die-hard movie collectors and collectors to be, we began exploring different opportunities in the merchandising experience. This resulted in a feature called Sets, which rewards users for collecting specific franchises they hold dear to their hearts while creating a pathway for new collectors to discover how they could build their collection with the existing movies they own.
Five Minute Read, 30 Second Skim ↓
What makes a collector a collector?
When dissecting the idea of collecting, every person has a unique answer as to why they collect. Whether it be sneakers, pins, games, NFTs, or vinyl records, every individual has an intimate response that ties back to their collection.
However, one thing they all have in common is the organization of their collection, and the desire to display their collection in a fashion that represents them as a person.
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User & Data Driven Insights
1. Franchise Insights
The conversion rates for existing franchise-related efforts have shown great success in leading to purchases.
2. Focusing On Power Users
Users categorized with a large movie locker size had 2.5x amount of transactions compared to small & medium locker sizes.
3. Fostering Collections
"Where do I start and how?"Through interviews & surveys, a common roadblock in collecting is the absence of a guided blueprint.
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Reshifting Focus: A Collection Worth Completing
What:
A digital trophy case centered around franchises which creates a discovery point and sense of completion.
Who:
Jason is an avid movie fanatic who loves action films spanning Marvel, DC, Starwars, and many more.
Why:
Jason feels disconnected from his digital collection due to a lack of ownership, prestige, & fulfillment.
A Collector-Driven Take On Movie Merchandising
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Gamifying The Digital Collecting Experience
With the new age of streaming, movie purchases have fallen into a specialized niche catered to folks that have a passion for collecting. However, most purchase-based entertainment apps still treat their experience with a generic shopping experience. In efforts to change the paradigm in how users explore or browse movies within Movies Anywhere, Sets was created to allow users to not only discover content related to their interests, but also provide them with a sense of accomplishment, organization, and polish with their digital collection.
1. Set Tab: Entering The Experience
From a business perspective, mechanization is one of the core principles that guide our decisions as an organization.
Sets provide a different take on that, creating a hybrid environment of owned movie titles while nudging users to purchase movie titles directly related to the ones they already own.
2. Discover And Build Collections
As collectors purchase a movie that is a part of a franchise, they will discover a corresponding "Set". Creating an opportunity for them to find movies tied directly to their existing collection.
Feel Rewarded For Collections You Own And Collections You Aim To Complete
Expanding on the digital locker system, Sets creates reward systems and organization for a user's movies while providing a blueprint for new collectors to discover ways to expand their collection.
Component Level Design Patterns/Legal Constraints
Since Movies Anywhere works with multiple Studios, a big challenge from a visual design perspective was creating components/modules that comply with the guidelines of every participating studio while utilizing or existing design system patterns.
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Set Card Components
With the card components, one design solution to adding exciting colors without breaking the existing design system was by leveraging the asset of a selected Movie Art as a background treatment. To allow for text and comply with Studio restrictions, a blur container is applied over the component to be treated as a texture as opposed to an image.
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Set Detail Page Hero Image Constraints
Abiding by studio restrictions, we created a hero image with a normal image at the top and a mirrored flipped version below. This allows us to overlay text & assets over the hero by keeping the top image untouched from the overlaying UI.
