ROLE
Product Researcher
Product Strategist
SKILLS
A/B Concept Testing
Impact Feasibility Matrix
Data Storytelling
TIMELINE
June 2024 - Aug 2024
(9 Weeks)
TOOLS
Figma/Figjam
UserZoom
Tableau
⚠️
This project is partially shipped, so this page does not reflect everything I worked on and certain explorations are protected under NDA — if you would like to learn more please reach out :)
CHALLENGE DISCOVERY
Stubios is seeking a new interactive feature that will help creators drive viewership KPI
A major ad-supported streaming service with over 81 million+ monthly users, offering movies, TV shows, and original content.
As it grows in a highly competitive streaming landscape, Tubi is looking to expand its reach among Gen Z audiences through more immersive interactive methods.
A fan-fueled studio and platform for aspiring filmmakers and their fans. Read more here ➛
The most engaged projects earn the greenlight for production that are featured as originals on Tubi
After the project premieres on Tubi and if it hits a certain viewership KPI, Stubios unlocks the ability for creators to produce another piece of content.
Prior research found users frequently turn to second-screens to interact deeper with content they are streaming through multiple manners
Survey and interview analysis related to viewer activity was conducted based on participants' demographics of 500 Gen-Z individuals in the United States.
Messaging friends and family about the streaming content
Watching related videos or clips
Looking up cast details or actor information
Searching fan theories or discussions
Reading episode summaries or reviews
Looking for music featured in the streaming content
PROBLEM
How might we research and implement a companion second-screen feature that helps creators drive viewership KPIs by reclaiming user attention and deepening engagement with the primary streaming content?
ideating testing concepts
Forming four hypotheses to gauge user motivations and how effective/desirable features would be
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Users value direct interactions with their favorite creators because it simulates active engagement and connection to their fandom communities
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Users value behind the scenes commentary that enhances context and viewing experiences because users feel more connected to the creative process
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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
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Users value reacting and receiving reactions with friends and family because they use streaming content to share experiences with loved ones
Defining binaries and goals for testing to identify clear testing results
LIVE
Asynchronous
Do users prefer experiences that are live scheduled or asynchronous viewing?
Creator
Community
Do users prefer interaction with the production or other viewers?
Multimedia
Commenting
Do users prefer only text or audio and video when using a second-screen?
Goal 01
Identify and hierarchize which strategies for stubios enable cross-platform use of Stubios and Tubi to drive viewership
Goal 02
Optimize feature requirements and refine design based on challenges and pain points identified.
A/B Testing
I developed and tested four conceptual prototypes with each one illustrating a different strategic binary and was paired with a descriptive use case. These materials were presented to our target Gen-Z participants in semi-structured moderated interviews to evaluate clarity, desirability, and behavioral intent.
01 Premiere Watch Party
LIVE
Creator
Commenting
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Hypothesis: Users value engagement and connection to their fandom communities
User is streaming 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 on the TV answering bigger questions via video.
02 Director Quips
Asynchronous
Creator
Multimedia
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Hypothesis: Users value being connected to the creative process
User is streaming a 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.
03 Time-Coded Comments
Asynchronous
Community
Commenting
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Hypothesis: Users value being sharing experiences with loved ones
User is watching a piece of content on their TV.
Mobile phone shows chat with time-stamped comments of other user's reactions including from friends and the community.
User is able to upload their reactions, which is time-stamped as well
04 Dive Deeper
Asynchronous
Creator
Multimedia
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Hypothesis: Users value Gen Z's preference for fast-paced and dynamic content
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.
data Consolidation
Turning testing results into strategic direction through three different methodologies
Affinity Mapping
By gathering my notes, transcripts, facilitator thoughts, and more, a thematic analysis was done through Figjam.
Themes were created with participants' tone, quotes, expressions, confusion all in mind.
Qualitative Overview
Most and least favored concepts were recorded and visualized.
The order of concepts were randomized for each participant to counteract primacy bias. Details such as how much time a participant spent talking about each concept were analyzed.
Impact/Feasibility Matrix
I spoke with engineering, PMs, and the design team and determined an effort scale from 0-5 .
The qualitative/quantitative impact on users and feasibility of each concept was placed on the matrix
Analyzing design and engineering barriers to building all solutions
Notifications
How is a user notified to join a feature?
What is the most consistent experience we can deliver expecting that users are already consumers of Tubi media and Stubios. What is the most intuitive flow for new users?
Tubi Coordination
All features need integration with Tubi at differing levels.
Overriding the controls on the TV would be very complex unless Stubios becomes deeply integrated directly with the Tubi app.
TV Recognition
How do you determine whether a user is watching on their TV, laptop, or phone?
When streaming, should minimizing the streaming content be considered as a second-screen?
Users want to be more immersed, utilizing connection (to the creative, community, friends), to enhance their streaming experience
Users do…
strongly valuing interactions with the community and building relationships that enhance connections
like to engage with differing perspectives and theories which they find enhancing their experience when viewing content
value flexibility and prefer features that work passively or actively depending on mood and context.
Users don't…
want to be forced into constant interaction or feel pressure to “keep up” with real-time chat
want to interact if the feature feels like extra content, rather something that streamlines or simplifies what they already do.
don’t want second screens to feel like an obligation that can create pressure to participate
Solution
Pursuing a strategic second-screen feature where context meets community
A hybrid text-based second-screen experience combining production insights, community thoughts and scene details that provide social and contextual depth.
Let users engage with friends, fandoms, and creators on their terms asynchronously without multimedia.
Users want convenient on-demand facts, cast info, soundtrack, and sponsor callouts synced to what’s on-screen.
This design supports both passive viewing and active participation—tailored to Gen Z preferences for flexibility, fandom, and fast-paced discovery.
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.
01 Insight lives in the details if you’re listening for it
Every user has a story to tell, even in silence. I learned to tune into nuance such as tone shifts, eye movements, hesitations. I discovered that even sessions that felt quiet held rich signals. Every perspective shaped the product direction in meaningful ways.
02 The secret to great design lives in the balance
Balancing feasibility and user value was key to everything from concept prioritization to stakeholder alignment. I learned how to navigate constraints, synthesize engineering, design, and PM viewpoints, and still advocate for meaningful, user-driven solutions.
03 I thrive at the intersection of data and imagination
This experience reminded me how much I love flipping insights into ideas. The rhythm of exploring patterns, then translating them into creative product strategies, was not just rewarding; it felt natural. That iterative loop where I can turn data-driven insights into creative strategy is where I do my best work.
Fox Studio Lot cats! 🐈⬛