Ralf Kienzler

3.6.2016

On-demand services benefit from attractively advertised content

In practice, this too often plays a subordinate role.

When new on-demand platforms are created, the development of the interface itself is the first priority. How does the user find the important information and products? Does he understand the offer and can he find his way around? It should not be forgotten, however, that the preparation of the content itself plays a major role in whether a film is bought or not in the end.

When new on-demand platforms are created, the development of the interface itself is the first priority. How does the user find the important information and products? Does he understand the offer and can he find his way around? It should not be forgotten, however, that the preparation of the content itself plays a major role in whether a film is bought or not in the end.

Netflix, still exemplary: Large picture (on some devices a slideshow), a logo for each series, rating and the most important info

"Content is King" is one of the big maxims in interface design these days. It is often overlooked that this does not only mean that navigation elements should not dominate the screen or that functions should not be overrepresented. Above all, "Content is King" means that the content itself is the reason why visitors choose a platform.

The provision of attractive images, meaningful information texts and metadata is postponed in favor of the development of perfected click paths. And even after a service has gone live, some providers prefer to rely on the automated preparation of databases instead of having a trained eye for image selection and arrangement. But no machine can distinguish a good image from a bad one, select appealing clippings or create an exciting and attractive composition. Skynet must wait.

Android TV: somewhat sparse and very compact detail view

That's why we think about the preparation of the content, not just how the user reaches it. To sell content, it is not enough that it is there. To arouse the interest of the user, they must also be attractively advertised.

If you squeeze your content into a row without motivation, rely on mediocre image material and leave out interesting information, you suggest arbitrariness and irrelevance.

This detail page designed by us focuses on the effect of the movie poster. Instead of the summary, other film information comes to the fore.

To make an effort in the presentation, to emphasize differences, to emphasize the special - all this underlines to users that they are convinced of their own offer. The focus should be on a lively and varied presentation instead of always choosing the same form of presentation. Here I recommend content providers to learn from the creative design of shop windows, which often successfully inspire people to buy. Or from an attractive exhibition stand. But sometimes you need an editorial team for this. And an interface that is variable.

Ralf Kienzler

UX / UI Designer

rk@coeno.com

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