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Stubios Second-Screen
In the Summer of 2024, I worked as a Product Strategist and Researcher Intern at Fox Corporation’s Blockchain Creative Labs (Emerging Tech), focusing on new feature ideation and concept testing for Stubios, a social media platform developed in partnership with Tubi.
My project consisted of feature ideation to concept testing.
DURATION
10 Week (Summer 2024)
TAGS
Data Consolidation
A/B testing
User Research
FIGJAM
FIGma
Impact/Feasibility Matrix
01 Discovery 🏁
Tubi is the leading free streaming service with a vast library of movies, TV shows, and Tubi Originals, reaching 81 million+ monthly users.
It focuses on diverse content and audience engagement. Tubi’s aims to shift target audience to Gen Z via initiatives such as Stubios.
Stubios is an innovative social media platform which enables creators to showcase their projects and gain direct support and engagement from fans. Read more here
Creators participate in a competitive program to receive "greenlight" to produce their projects on Tubi.
Fans interact with and support their favorite projects via Stubios, with the most engaged project earning the greenlight for production.
The Challenge
My Role: After creators receive the greenlight for production and their work is featured on Tubi, how might we optimize Stubios to drive support and watch-time on Tubi?
02 TIMELINE ⚙️
Timeline
Throughout the 10 weeks, my main project was split into four phases, ending with a final project presentation in front of stakeholders.
Onboarding and Project Proposal
Defined a clear project purpose by developing a detailed project proposal. Established a methodology for concept testing based on insights gathered from previous user research data.
Testing Material
Developed and refined mockup testing materials and script for feature concept testing, ensuring alignment with key binaries and priorities identified in the project proposal.
Interviews
Participated in concept testing interviews as a primary note-taker, documenting responses to predefined questions and capturing notable insights or intriguing moments that emerged during the sessions.
Data Consolidation
I used quantitative and qualitative methodologies to evaluate considerations such as cross-platform integration challenges, engineering complexities, and product design efforts. I then summarized each concept with an impact-effort score to prioritize features effectively.
03 OPPOrTUNITY 🕵🏻♂️
What Is a
Second-Screen?
The practice of using a smartphone or another device simultaneously while watching TV, often to access social media, commentary, or related information about the program they're watching on the main screen.
Previous research supports Gen-Z is already interacting with second screens to learn about what they are streaming. How can we utilize that opportunity space on Stubios as a tool for creators to drive watch-time?
04 Pre-testing ⚙️
Defining Objectives for A/B Testing
Determining what to examine gave a clear outline on what the takeaways of research were and what I used to consolidate data.
🤔
Testing Binaries
To be able to identify clear data-driven decisions, binaries were tested.
Do users prefer experiences that are simultaneous vet schedules or asynchronous individual viewing
LIVE
Asynchronous
Do users prefer interaction with the creator and production or other viewers?
Creator
Community
Do users prefer only text or audio and video when using a second-screen?
Multimedia
Commenting
⚖️
Forming Hypotheses
Before the team can scope, staff, and execute on this plan, it's critical to validate hypotheses about motivations or "the why" to build a feature
This way we can define what these features are, how effective/desirable these features are, and what changes would need to be factored into design and development decisions as a result.
🎬
Determining Goals
Identify and hierarchize which strategies for Stubios will enable cross-platform use and drive viewership by understanding user needs.
Optimize feature requirements and refine design based on challenges and pain points identified.
05 Testing Material 🕵🏻♂️
Four Concepts For Testing
With the goals and unique binaries paired with each feature, a hypothesis was formed in order to clearly define the value of whether to pursue each concept fit user's needs.
LIVE
Creator
Commenting
01 Premiere Watch Party
Hypothesis: Do users value direct interactions with their favorite creators because it can simulates active engagement and connection to the fandom communities?
Feature:
User is watching a live premiere of a new piece of content on their TV.
User gets instructions for the live chat AMA from the creative on the TV.
Mobile phone shows a live chat as the content progresses, and the user can ask questions of and see responses from the creator.
After the movie is finished, the creative is
TV answering bigger questions via video.
Asynchronous
Creator
Multimedia
02 Director Quips
Hypothesis: Do users value behind the scenes commentary that enhances context and viewing experiences because users feel more connected to the creative process?
Feature:
User is watching piece of content on their TV.
Mobile phone shows clips of the director talking and commenting on the program.
When the director speaks, the audio for the program decreases and the audio of the director on mobile remains on normal volume.
Asynchronous
Community
Commenting
03 Time-Coded Comments
Hypothesis: Do users value other perspectives and reactions that creates a sense of community?
Feature:
User is watching a piece of content on their TV.
Mobile phone shows chat with time-stamped comments of other user's reactions.
Asynchronous
Creator
Multimedia
04 Extras
Hypothesis: Do users value interactive tools to explore more about the media they are consuming because it effectively bridges Gen Z's preference for fast-paced and dynamic content to Tubi media?
Feature:
User is watching a piece of content on their TV.
Mobile phone shows interactive fun facts, trivia, and gifs that align with the content on their TV.
There is also a toggle for information that includes currently playing soundtrack, cast in scene, and sponsored products.
06 Data Consolidation 🔢
Synthesizing User Insights
Condensing the data into structured thoughts and key takeaways was done through two methodologies, quantitative and qualitative
🗺️
Affinity Mapping
By gathering my notes, transcripts, facilitator thoughts, and more, a thematic analysis was done by grouping reoccurring thoughts through a sticky note session and on Figjam.
Themes were created with participant's tone, quotes, expressions, confusion all in mind.
📊
Quantitative Data Analysis
Most and least favored concepts were recorded and visualized through data visualizations.
The order of concepts were randomized for each participant. It was also taken into account how much time a participant spent talking about each concept which signalled how impactful it was.
⚖️
Impact/Feasibility Matrix
I spoke with engineering, PMs, and the design team in order to determine the amount of effort to build each feature.
I then paired these thoughts with the qualitative/quantitative impact on users in order to place each concept on a Impact/ Feasibility Matrix
07 Constraints ⛓️
Barriers And Considerations To Building
Throughout the 10 weeks, my main project was split into four phases, ending with a final project presentation in front of stakeholders.
📺
TV Recognition
How and when is a user notified to join a feature? Is it after they start watching?
What is the most consistent experience we can deliver?
🔔
Notifications
How do you determine whether a user is watching on their TV, laptop, or phone?
Should all of these devices get notified?
⛓️
Heavy Tubi Coordination
All features need integration with Tubi.
Overriding the controls on the TV would be very complex unless deep integration directly with the Tubi app.
04 Reflection 🪞
Learned
Takeaways!
This internship fueled my passion as a researcher. The support I received from the team and confidence in the work I produced slowly chipped away the imposter syndrome I was facing. Here are my primary takeaways.
🍵
User research is my cup of tea
From concept ideation to testing, it was a combination of a creative and analytical process, It encouraged a lot of curiosity and probing which was very fun.
🧽
Soak in as many perspectives as you can
During my research, I put my biases down and learned something unique from every interview. The opportunity to work with people across the department broadened my outlook.
🌱
Feedback is fuel for growth
I found the importance of seizing opportunities and initiating ways to grow. Direction and clarity can be found by collaborating with others which encouraged me to speak up about the ideas I had.