How might Hulu improve its user interface to make discovering new content easier and more engaging for subscribers?

Introduction

To improve Hulu's user interface for easier and more engaging content discovery, we need to analyze user behavior, identify pain points, and develop innovative solutions. I'll approach this by examining user segments, analyzing the current discovery journey, and proposing targeted improvements.

Step 1

Clarifying Questions (5 mins)

• Looking at Hulu's position in the streaming market, I'm curious about the primary user demographics and viewing habits. Could you share insights on the average age range, preferred devices, and typical viewing sessions of our target audience?

Why it matters: This information will help tailor our discovery features to user preferences and behaviors. Expected answer: Primarily millennials and Gen Z, with increasing mobile usage and binge-watching tendencies. Impact on approach: Would focus on mobile-first design and features that support extended viewing sessions.

• Considering the competitive landscape, I'm wondering about our current content discovery metrics. What's our average time-to-play for new users, and how does it compare to industry benchmarks?

Why it matters: Identifies if slow content discovery is a significant pain point relative to competitors. Expected answer: Time-to-play is slightly above industry average, indicating room for improvement. Impact on approach: Would prioritize solutions that quickly surface relevant content to users.

• Given the evolving nature of streaming platforms, I'm interested in Hulu's content strategy. Are we focusing more on exclusive originals, licensed content, or a balanced mix? How might this impact our approach to content discovery?

Why it matters: The content mix influences how we should structure and prioritize content discovery features. Expected answer: Balanced mix with increasing investment in originals. Impact on approach: Would design discovery features that highlight exclusive content while maintaining easy access to a broad library.

• Considering Hulu's product lifecycle, I'm curious about our current growth objectives. Are we prioritizing new user acquisition, engagement of existing users, or reducing churn?

Why it matters: Aligns our interface improvements with broader business goals. Expected answer: Focus on reducing churn and increasing engagement of existing users. Impact on approach: Would emphasize personalization and features that deepen user engagement with the platform.