Dynamic Category pages
Creating a standalone dynamic category page for Soaps for the TV app.
Context
ITVX is ITV's streaming and catch-up service, home to popular long-running soaps Coronation Street and Emmerdale. Fans can watch these daily episodes in three ways: live on linear TV, live on ITVX, or anytime on ITVX catch-up.
Problem
What we knew
ITVX is divided into nine genre categories, with Drama & Soaps combined as one. A restructuring project proposed splitting Soaps from Drama, renaming the category to Drama. This change would remove any reference to Soaps on the ITVX app. With over 4 million monthly views, Coronation Street and Emmerdale, ITV's most-watched shows, would have no representation on ITVX.
If Soaps had their own standalone category page, how would that look and how might it work?
What does success look like?
1
A consistent amount of returning users that watch content
2
Consumption of related Soaps content
3
Upselling users to Premium subscription
Process
Cast bios, switcher hero, shortform clips, classic episodes and companion documentaries
Character bios
Dynamic page structure
Cast bios, switcher hero, shortform clips, classic episodes and companion documentaries
Workshop Facilitation
I led a workshop with designers and stakeholders to determine the needs, functionality, and content of a Category page. We wrapped up with Crazy 8s and dot voting, summarising standout features and aligning them with success metrics.
Insight- A dynamic page would be ideal for Soaps and other genre categories, reusing some design system components for new purposes.
Data Dive
Using Google Analytics, I analysed the Soaps viewers' demographics, viewing behaviour, and interactions with ITVX, and how the companion sites perform.
Insight- They are loyal users who consistently search for their content and keep coming back, and have a real hunger for related content.
Companion sites data
Yearly pageviews
4,587,221
Average time spent
3.08
mins
User Research
Using UserZoom, our testing platform, I designed a test to understand what Soaps fans think of the current Soaps journey on ITVX and the related content on companion sites.
Insight- Most Soaps watchers are frustrated by the time and clicks it takes to access their desired content on the TV app. While they know extra content is available, they often don't know where to find it. Those who use the Show Sites find them clunky and user-unfriendly. Many viewers were unaware they could watch Classic episodes, and some knew but couldn't locate them. They also expressed a desire for short-form clips to be available on their TV.
Internal stakeholder meetings.
A meeting with the Editorial Team revealed that the ITV Coronation Street YouTube channel features hundreds of popular clips not available on the ITVX site. Integrating these clips into ITVX could boost ad revenue and showcase the platform's diverse content, attracting more users to explore other genres and consume more content within the app.
A visit to the set
I visited the Coronation Street set to understand the Soap better and discuss extra content with the Production and Editorial staff. They were enthusiastic about the idea of a dynamic Soaps Category page. Regular set tours also give them a good insight into their audience.
Wireframe Prototype test
Wireframes for the page were tested in order to clarify any usability issues, the user flow and potential drop-off points, content placement, visual hierarchy and user content preferences.
This is great, I could lose a whole afternoon browsing this
I had no idea this extra content was even available
This is so easy to use, it's really good to have everything in one place
Summary
A confirmed appetite for Soaps fans looking for extra content and short form clips
User Needs
Quick Access
As a Soaps fan, I want to access Soaps content quickly so that I can watch the programme without having to use the search function for it.
Extras
As a Soaps fan, I want to be able to access extra related content on my TV
Choice
As a Soaps fan, I want to be able to switch from either Soap without having to restart my search so that I can seamlessly access the content for catch up.
Revelant Content
As a Soaps fan, I want to be served up-to-date, relevant content so I don't have to go searching for it on different parts of the site.
Solution
Switcher Component
I designed a 'switcher' component for a clean, uncluttered page that gives equal prominence to both Soaps. Users select their show, and the page updates with relevant content. The third rail remains visible above the fold to highlight extra content. The live tile links to the player when the latest episode is live; otherwise, it serves as a Catch Up feature.
Success metric- A central hub for soap fans, providing all relevant content in one place, encouraging frequent visits.
Character Bios
The only part that navigates away from the main category page during content discovery is the Character Bios. Each character has a mini page with a brief description of the actor and their role, featuring relevant curated content such as short-form highlights and guest appearances on other ITV programmes.
Success metric- consumption of related Soaps content
Premium Upsell Banner
ITVX is a free streaming platform with a Premium option that offers extra content and ad-free viewing.
Success metric- The upsell banner promotes ad-free viewing of the relevant Soap, allowing viewers to watch more content faster.
Insights and Learnings
User behavior with short-form content varies significantly across platforms. The Shows Sites and YouTube pages see the majority of visits from mobile browsers. This trend may stem from historical limitations of the TV app, but it also reflects browsing habits. Short clips are often consumed during casual scrolling, serving as brief distractions. Platforms like Instagram Reels and TikTok have shaped user expectations towards a journey designed for mobile apps: a portrait player format with a continuous flow of content, where one clip seamlessly leads to the next.
This approach recognises that different platforms attract distinct audiences. While live and catch-up TV viewers primarily engage with core programming, creating a centralised hub for additional content appeals to these users by consolidating extras in one accessible location. For mobile and app users familiar with this content, the aim is to provide a dedicated space for enhanced interaction. Features such as articles, integrated social media feeds, and merchandise options are tailored to enrich the app experience, complementing rather than duplicating the TV journey.
View prototype
This prototype was designed for representation of the TV app journey, please navigate around it as you would do if you were using a remote control.
Use the buttons on your keyboard to navigate.
To see the Character Bios pages, please select (by pressing Enter) Ken Barlow (second Soap Star on the Coronation Street page) or Kim Tate (fourth Soap Star on the Emmerdale page). If the prototype isn't fitting your screen properly, go to the Options drop down in the top right hand corner, and select Fit To Screen.