Redefining an enjoyable Anime experience
Crunchyroll is the leading online Anime streaming platform for western audiences. However, an outdated design system
is affecting the experience for those who want to get into Anime content.
I went through an extensive UX process to address pain points, improve Crunchyroll's website UI, the navigation experience,
and created a solution to organize playlists.
Timeline: August, 2020
Role: Research, user interviews, ideation, wireframing, Hi-fidelity design, usability testing
Software: Figma, Photoshop, Pen & paper
Defining the Problem
What's affecting the Crunchyroll experience?
I gathered feedback from Crunchyroll users to identify pain points. There was a prevelance with being unhappy with the outdated UI, as well as
frustration towards a lack of control on content playlists.
Users felt lost when navigating the website and they want control over their content.
Learning from the Users
I conducted an online survey with 10+ responses as well as competitive analysis to see how Crunchyroll fares in the current market.
“Sometimes it takes a while to return where I left off.”
“I do not like my watch queue rearranging by my last watched anime. I prefer to be in control of how my watch queue is ordered.”
Developing a visual strategy
My research results determined the landing page, shows list, queue list, and
series info page affected the user experience the most.
#01 - Landing page
A modern layout produced a simpler and more visually engaging landing page. In addition, this approach could
increase revenue and improve user conversion due to all Crunchyroll services being much more visible, along with clear call-to-actions.
#02 - Shows List
User feedback desired dark mode as many commented about eye strain. Finally, I simplified the search filter to optimize the search engine.
#03 - Queue List
Users have the freedom to create multiple playlists, where they can organize their content. This helps those who happen to share their
account with multiple people. Finally, I added playlist and genre filters for quick and easy navigation.
#04 - Series Info Page
A modernized layout gives hierarchy to a show's content. Progress is saved according to the last episode they watched which allows users to continue where they left off.
4 participants tested my prototype and 100% were able to complete each task without any difficulties
"Easier to use than what Crunchyroll has right now."
"Smoother. Feels like Hulu."
Reflection & Learnings
This project leveled up my UI design skills for web applications and my understanding of the UX process, especially UX research.
If I could go back, I would do more usability testing to maximize feedback on the proposed solutions.