Reel Feed


  • Validation Research & Analysis
  • User Testing Findings
  • Windows 8 App
  • TV Box App
  • Responsive Web App
  • Launch Websites

My Role

When I first started at Reel Feed, the startup’s priority was launching a new product called Ippy. Ippy was to be a tv box without a subscription. It would stream content from our inhouse studio and top-rated shows from global partnerships, supported by a small amount of advertising. The idea was that customers would pay one initial price and have free access forever.

I was the first product design hire after the Creative Director. I took ownership of the product’s UI, user experience and research. I collaborated with management to define business requirements, explored design solutions through wireframes and prototypes, designed pixel perfect UI, conducted user testing then worked closely with off-shore and inhouse developers to see the product come to life. In parallel to the tv box I also designed an Ippy Windows 8 App, media players, a Web App and launch websites.

Product Validation

Getting Buy In

Since it was very early days, I proposed we use an online survey to validate key decisions and gain actionable insights into topics such as pricing and target demographics. Having confidence in correctly identifying our target market would also help focus future research and marketing.

My proposal outlined the goals, the why and the how. We would survey a representative sample of US adults to understand current viewing behaviours, see if they would purchase the product and pricing tolerance. I secured funding, wrote the survey, launched and analysised findings then presented them back to the team.

Hypothesis Testing

I thought about the information we wanted to learn and designed the questions accordingly. For example, we wanted to maybe sell the box through As Seen on TV channels. Had respondents had made purchases using these? If they had, were they the same people who were most likely to purchase our product?

We could also find who is not going to consider a purchase. What did this group look like? Do they watch more content online? Do they have cable? Do they watch a particular genre more than those who would purchase? Have they used a different box in the past 30 days? We wanted to know if respondents currently pay for individual movies at home. This would test our revenue model for the pay per view premium movies.


The survey had 1091 respondents in the 4 day period from Saturday, November 8, 2014 to Tuesday, November 11, 2014. This outcome gave us high confidence in the findings.

Quantitative Findings

In my analysis I meticulously outlined the filters and specific questions used to arrive at all findings. I found the subgroup most likely to purchase Ippy and reported their demographic and viewing trends. I found that the likeliness to purchase Ippy increased with As Seen On TV product purchases. I presented all significant findings and relationships in a document which also outlined how I arrived at the findings.

Qualitative Findings

I also arrived at some qualitative findings and a list of user needs. Few would consider a purchase after reading the description. Reasons cited for centered predominantly around lack of information regarding specific content and a general misunderstanding of how the product works. Respondents wanted transparency. They didn’t want to purchase the product and be disappointed with its offerings. They want to know, in advance, specifically what shows are available, their schedules and the frequency and length of advertising. The lack of honest, upfront information affected their trust in the brand.

Trust in the brand

Respondents are weary of a new company. We need to show them we are trustworthy and a real company, delivering on our promises. Contact information, phone numbers, proof of track record. They want to see reviews from real customers. We should implement strategies to get customer feedback. They also want great customer service from us.

Quotes from Research Respondents

  • “Good reviews from Consumer Comparison site”
  • “More information, familiarity, friend recommendations”
  • “Hearing it has been used successfully by others for a while before buying it.”
  • “It’d need time to establish itself as a brand, because I currently don’t believe an upstart product is going to provide enough entertainment choice to make it worth branching away from Netflix. Also, the “small advertisement” description is ominous as all hell. I stopped using Hulu because “small advertisement” became “basically the same commercial bullshit as cable.”
  • “Good reviews. Better understanding of the product.”
  • “Having a “track record” in the marketplace for a while.”
  • “If I could see a programming guide and read real-person reviews of this product.”

Advertising transparency

Respondents want to know when they ads will be show, how often, for how long. Lack of transparency and catch all phrases have caused skepticism. Always free sounded too good to be true to many respondents.

Quotes from Research Respondents

  • “Knowing which shows I had access to and how much advertisement is shown”
  • “If they very clearly outlined which chanels/shows would be available and how much time they had recorded for each show. I would feel skeptical if the advertising weren’t very specific on what they were offering”
  • “Advertising before OR after video, not during”
  • “If I could see a selection of specific shows I’d be able to watch instead of just general categories. Maybe a search feature so I could see if I’d be able to watch the shows I like. Also, I’d like to know how much advertising is “a small amount.”

Premium no ads upgrade

Many respondents want the option to pay to opt out of advertising.

Quotes from Research Respondents

  • “An ad-free subscription service”
  • “No commercials – I would rather pay a fee for service.”
  • “Option to subscribe to eliminate ads”

Communicate content

A lot of respondents don’t mind what the content is, some even expressed that they don’t mind that it’s unfamiliar; they just don’t want it to be a mystery. We could focus on promoting the descriptions of our shows, presenter profiles etc to give information not in video form.

Quotes from Research Respondents

  • “Examples of shows, movies or series available for viewing via Ippy TV box.”
  • “Provide a list of partners”
  • “Tell me about the content you make, I like new shows”
  • “Will it provide access to shows I currently watch?”
  • “If the shows and movies are at least of the same quality as Netflix’s, an Ippy would probably be worth it. I would pay over $100 for it if it had quality content”
  • “What unique content does it provide?”

Product Comparisons

Respondents raised questions about how Ippy differs from competitors. They wanted to clearly see how Ippy stacks up against the competitors. Comparison of cost, service, content, features. Why is it better to buy Ippy?

Quotes from Research Respondents

  • “How is this different to Hulu?”
  • “Full ability to replace a Roku as well as the ability to stream in-house content easily.”
  • “Better value with equal choices to my current provider”

Trial or Guarantee

Many respondents suggested a money back guarantee would convince them to purchase.

Quotes from Research Respondents

  • “A Free Trial- first….. in 30 days, if not 100% Satisfied. return it, and Nothing Is Owned….. If it is higher than listed ,then it can be Split into payments, esp, like myself am on Disability and cannot just spend $$$$ in larger amounts, in a splot amount, we could also enjoy this products”
  • “Show home decorating shows. Guarantee it will work or my money back.”
  • “A test trial of service.”
  • “Sample it for 30 days”
  • “30 day satisfaction guarantee”
  • “I would need to know the price, see more information about what shows and movies are available, and test it out to see if the interface is user-friendly.”

Design Process (update in progress)

Launch Websites

Leave a Reply