User experience is an extremely important element of an OTT platform and can be covered extensively. Here I just want to point out how it relates to user interface and what is considered a good UX in OTT.
Just like with any other product and service that has ever been created, if there are people using it then they will have a certain user experience from that usage.
User experience (UX) differentiates from the user interface (UI). UX in OTT application comes down to what is the viewer’s experience with the content offered through the app and what they can do with it. Topics of analytics and personalization covered in first 2 parts of the series are both prerequisites to user’s great UX. If the user can easily discover, search, browse the content and then control and consume it to their liking in a pleasurable and hassle-free way then we can say that such OTT app creates a good UX. Of course another important element of UX is the ease of interaction between the app (the operator) and the user through payment options, sign-up process, cross-platform use, responsiveness of the platform (low latency), and so on…
UI is important as well. You cannot have great content and superb functionalities and then package them in a poor-looking and unattractive application. However, I still believe that UX will help you keep or lose your users.
As mentioned above consistent UX across all viewer’s devices and platforms is a must. OTT apps have to successfully combine each individual platform’s specifics (for example android TV vs iOS mobile vs Samsung Tizen vs Amazon Fire) and the familiar flow and the design on all of them thus creating a seamless experience and consistency. Of course, bookmarking is a must so that starting to consume a content on one device and platform can easily be continued on others under the same account. As always, if you want to create your own Aviion experience and check out our functionalities, and cross-platform abilities feel free to get in touch.