Hulu Viewing Personality - UX/UI Design and Case Study

An added feature to the Hulu App, the Hulu Viewing Personality allows the user to discover what type of 'viewer' they are based on what genres they watch the most. Your Hulu Viewing Personality can recommend you movies and TV shows and be paired with others to create a recommended list of media for the both of you.

After asking users about their experiences, I found that people wanted an easier way to connect with their friends during the viewing experience, and an easier way to pick movies and shows that everyone will enjoy.

The goal of this functionality is to further engage users with the app and create connection amongst fellow viewers.

When watching with others, it can be difficult, time-consuming, and frustrating to choose something to watch that everyone agrees on.

When interviewing users who use various streaming services when watching with others, I wanted to hear about their emotions and feelings when using the services. What they thought was missing. What they wanted to see and do whenever searching for something to watch. From the moment they opened the service to the moment they chose a movie or show, I wanted to hear their thoughts.

After taking a look at user feedback, I was able to brainstorm and work through different opportunities for enhancing the user experience. Through this process, I narrowed down my ideas to a clear and concise set of steps I could take going forward.

After designing the new functionality and the screens, I developed two scenarios in which a user would use this new Viewing Personality feature on the Hulu app. Throughout this process, I was able to make edits to my designs based on user testing, concerns, and frustrations.

Lauren and Ethan are coworkers and friends, and finally made time to have a movie night. Lauren hasn’t had Hulu for very long, so she hasn’t figured out her viewing personality yet.

She takes the quiz– types in 10 movies and 10 TV shows she enjoys so that Hulu can generate an initial watch personality for her– and figures out that she’s a Scary Snake.

Lauren goes to her Hulu home screen and clicks on the new personality pop up she sees at the top of the page.

She types in all the information and Hulu generates her viewing personality.

She reads about it, and then goes back to the home screen and clicks on the Personality tab so that she can see her personalized recommendations.

Lauren and Ethan are coworkers and friends, and finally made time to have a movie night.

Lauren asks Ethan while scrolling through the mobile Hulu app what his personality type is, so they can see some recommendations.

Ethan says he is a Mystery Monkey, so Lauren sent him a request to pair their personalities together.

Lauren goes to her Hulu profile to find her personality type, and clicks Pair Viewing Personalities.’

She invites Ethan via text. He accepts, and they receive a shared personality pairing, as well as a recommended list of movies from Hulu that match their types.

Lauren is able to shuffle the movies, and then saves their paired personalities.

She goes to their personalized page, and then clicks on the three dots to view the list of saved personalities.