Emma Lapkina
Product designer

Analyzing registration processes in leading streaming services

Competition analysis and prototyping

Before we start

Who? When? Where? In the world of streaming services →

Before dealing with registration processes, I studied UX and CX in the part about constructing and testing hypotheses that concern usage and customer value of streaming services.

First part of the study

Registration process analysis

What the analysis is for:

Getting a new subscription is always a hard decision to make: the user has to weight up several pros and cons. In-depth interviews are held in order to understand, what it takes to make users press the “Subscribe” button. They help to identify the factors preventing the campaign success and must-have features that influence the customer’s decision in favour of your service.  

User interview provided a lot of insights into service-using habits and helped to identify what is really important for the users in their choice of streaming services.

Now let’s have a look at the second stage – user’s first contact with the service, where the latter has to effectively demonstrate its advantages and keep the potential user’s attention.

In this case study we will:

  • Review and comment on several types of registration processes in some popular streaming services

  • See the recording of the respondents’ testing of one of the services’ prototype with several valuable insights

  • Analyse the data after testing

  • Create a wireframe of the registration process according to the results of the first prototype testing

Registration process in Netflix

Netflix Registration

Registration has three stages, each having at least two screens, which creates an impression of the process being very long.

The purpose of the screens with conditions information and a “continue” button is unclear. It can be shown on the subscription plans screen: this makes the user see the necessary information and take active action, not just passively respond “Ok thanks”.

Similar plan advantages could be shown outside the chart, leaving only differences for comparison

Registration process in Okko

Okko Registration

Subscription plans and prices are shown on the homepage. In order to see what is included into each of them, the user has to horizontally scroll through the lists of films and series. 

The service provides subscription in partnership with Amediateka and others, which complicates the choice and will definitely require the user to pay extra charges in the future (4 out of 4 respondents in my previous survey were quite negative about the necessity to pay again to get extra content if they already have a subscription)

Registration process in Ivi

Ivi Registration

The price should be seen more clearly, not just as a small line under the heading. 

The appearance of the user agreement was unexpected: this gives off an impression that the agreement itself contains something suspicious for the users to consent to specifically.

Registration process in Hulu

Hulu Registration

A lot of content on the main page and – for the first time! – minimal price on the first screen. I’m not sure that a table is the best choice here, if the only difference is the price and ads. This can be summarized in cards, and features should be listed as the service’s advantages.

Registration process in More.tv

More.tv Registration

As for me, this is the smoothest and the least obnoxious registration.

At first you see content and the service’s news, then an offer to use the service for free for three days, and in one click you learn that subscription price is 299 rubles.

No useless screens afterwards: email, password, bank card.

Registration process in Amediateka

Amediateka Registration

A lot of text on the first page: too much information and a very small font.

No info on the subscriptions or the upcoming screens on the cards.

The payment window says “7 days for 0 rubles” without disclosing how much money will be taken after this period, although it would be good to know the price and conditions before paying.

Prototype 1.0

In order to see what information needs to be shown to the user on every screen of the registration process I asked my respondents to test a brief prototype of Netflix registration.

The tasks were as follows:

  1. Find out the price of the service

  2. Register

  3. Choose a plan

  4. Enter card details

Per Aspera ad Cinema. Decomposing registration process in leading streaming services.

Participants’ responses systematization

Here I gathered all the comments on the prototype and divided them in several stages. Then I color-coded each of the them and put together comments on every stage. Due to these cards I found out the most recurrent problems during the prototype testing and discovered several insights for further prototype development.

Per Aspera ad Cinema. Decomposing registration process in leading streaming services.

Price

The price of the service should be on the main page without requiring any actions form the user; it would also be good to see all the subscription plans with their features.

Per Aspera ad Cinema. Decomposing registration process in leading streaming services.

Registration

The “Register” button should be clearly visible on the first screen (or at least on the second one) without requiring any data; all further steps should be on the following screens.

Per Aspera ad Cinema. Decomposing registration process in leading streaming services.

Subscription plan choice screen

Plan choice screen should have no more than 3 or 4 compared characteristics.

Per Aspera ad Cinema. Decomposing registration process in leading streaming services.

Payment screen 

User should have an option to choose one of the frequently used payment methods or enter new card details (this action should be on the same screen, no information screens required); ApplePay should be available and CTA should be made as clear as possible.

Per Aspera ad Cinema. Decomposing registration process in leading streaming services.

Other comments

Users need to see the catalogue before paying, so there needs to be an opportunity to view the catalogue before entering payment details.

The less there’s empty space and information screens, the better; the same goes for more interface-integrated payment and registration process.

CJM of the registration process

CJM of the registration process

CJM of the registration process

During the registration process the user may start having doubts and they might want to think again or look for their favourite shows in the catalogue before entering their card details. That’s why it’s so important to create a registration CJM and predict most of the places where the user can change their mind or, for instance, find the service’s explanations unclear.

Per Aspera ad Cinema. Decomposing registration process in leading streaming services.

User Flow of the registration process

After getting feedback from the respondents I found out that the registration process shouldn’t take more than 4 or 5 screens.

User Flow of the registration process in wireframes

Registration prototype 2.0

Key changes:

— The price is now on the main screen as well as all the plans and their features

— The main page has no text fields, only buttons 

— Added opportunity to go to the catalogue after registration 

— Added a free plan (that’s not an interface issue, just the respondents’ request)

— Payment screen gives full information on the automatic renewal; the user can’t attach their card without agreeing on having read this information, which gives a sense of open communication.

Tasks:

  1. Find out the price

  2. Register

  3. Choose a free plan

  4. Choose a paid plan and attach a bank card

Test Results for the Prototype 2.0

What worked:

— The respondent spent less time on the registration and identifying the service’s cost

— The user found terms of the automatic renewal well-explained and wasn’t overwhelmed by them: that is a great advantage since the user doesn’t need to go into trouble and look for the subscription terms in the personal account information

What could be improved:

— The free subscription offer could be described on the main screen, since the respondent mentioned that it is a unique feature that isn’t available in most of the services.

Skills and Experience Gained

The first part of the study helped me to plan the research ahead, segment the intended audience, formulate hypotheses based on the audience in question and pose questions in such a way that the received answer would be comprehensive and stimulate new ideas.

During the second part I developed my skills of turning received data into possible solutions and correcting these solutions and hypotheses on the go (prototyping and remaking of the CJM and UF)

P.S.

While working on the creation of a streaming service I also made CJM и User Flow for other important processes: looking for content on the service, adding the content to the “watch later” list, rating content.