UNDERSTANDING THE USER & CREATING EMPATHY
ORGANIZING THE STRUCTURE OF CONTENT & FEATURES
Now that we knew the end goals users were expecting, I created Task Models to illustrate how users would move through the app to achieve their top goals. I put an emphasis on users wanting to engage primarily with their favorite shows, and secondarily with shows they might be interested in. Also, I took into account how and where people would be accessing the mobile site: most likely away from home and their desktop computers.
With the Task Models in mind, I set out to design an architecture to the system that supported those tasks. The Sitemap shows the relation of the various content that would be needed. The new Sitemap calls for a dramatic increase in the content over what was currently available to mobile devices.
Using the insights I discovered during the user interviews and later wiring through the Task Models, I designed a navigational system that supported each of the user goals.
COMPOSING SOLUTIONS THAT DELIGHT THE USER
Since CBS was eager to have a total re-imagination of the site, I explored many different options during the wire framing process. Some of those included total departures from where CBS had been in the past as well as exploring newer trends such as “cards” for organizing content.
Based on this UX work, CBS created a mobile experience that better meets the needs of their viewers. But more importantly, this initiative marked a turning point in CBS Interactive’s history: This redesign inadvertently kicked off a “mobile first” design methodology where management embraced the value of a responsive website for all devices.