Sune TV
shopping experience

Overview

Sune is QVC's online marketplace designed specifically for makers. The shopping experience is centered around short vertical videos created by these makers.

On the other hand, Sune TV is a streaming feature similar to Netflix, where users can watch episodes that showcase various products available for purchase.

In contrast to the other videos in the Sune app, Sune TV episodes are longer, of higher quality, and produced by Sune rather than by the individual makers.

Company

QVC, Sune

My Role

Product Designer

Year

2024

Binge. Learn.Shop

Binge. Learn.Shop

Binge. Learn.Shop

1

Watch your favorite show produced by Sune

Watch your favorite show produced by Sune

2

Browse products featured in the episode

Browse products featured in the episode

3

Shop while watching the episode

Shop while watching the episode

Streaming + Shopping

stream

how i made it

makers

junk to jewels

binge

shop

Maker Stories

sune tv

tv + store

shows about makers

all episodes

behind scenes

Our Goals & Objectives

  • Enhanced shopping experience: Sune sought to create a more engaging and immersive way for customers to discover and purchase handcrafted items.

  • Personal connection with makers: The platform aimed to highlight the stories and passions of the makers behind the products.

  • New revenue streams: Sune explored potential revenue opportunities through advertising or premium content.

We conducted a comprehensive competitive analysis to benchmark Sune TV against similar platforms such as MAX, Disney+, Netflix, and Hulu. Key areas of comparison included content format, user experience, and monetization strategies. We found that while there were platforms offering video content related to crafts and hobbies, none had integrated such content directly into an e-commerce experience.

Strengths:

  • Clean, intuitive interface

  • Strong brand recognition and user base

  • Extensive original content library

Strengths:

  • High-quality original content

  • Extensive Warner Bros. library

  • Ad-free experience

Strengths:

  • Strong focus on Disney, Pixar, Marvel, Star Wars, and National Geographic content

  • Family-friendly content

  • Competitive pricing

Strengths:

  • Offers a mix of original and licensed content

  • Ad-supported and ad-free tiers

  • Live TV streaming option

Weaknesses:

  • Can be overwhelming with the vast number of options

  • Limited customization options for the homepage

Weaknesses:

  • Complex navigation and organization

  • Limited customization options

  • Recent merger with Discovery+ may cause some initial confusion

Weaknesses:

  • Limited content outside of Disney's ecosystem

  • Interface can be basic compared to competitors

Weaknesses:

  • Interface can feel cluttered, especially when browsing multiple profiles

  • Ad-supported tier can be disruptive

Overall:

Netflix's UI remains a benchmark for simplicity and ease of use. However, as competition intensifies, the platform could benefit from more personalization features.

Overall:

Max's UI is functional but could be improved with a more intuitive and user-friendly design. The platform's focus on high-quality content and ad-free experience is a major selling point.

Overall:

Disney+'s UI is simple and straightforward, reflecting its target audience. While it may lack the depth of features found on other platforms, its strong content library is a major draw.

Overall:

Hulu's UI is functional but could be improved with a cleaner and more streamlined design. The live TV feature adds value, but the ad-supported experience can be frustrating for some users.

Ideation insights

Brainstorming sessions generated ideas for Sune TV. The team focused on creating a platform to entertain and inspire customers to purchase handcrafted items.

We ideated on the best product, and only after that did we identify the MVP.

Shows will need trailers

Shows will need trailers

Shows will need trailers

Users can watch shows and shop at the same time.

Users can watch shows and shop at the same time.

Users can watch shows and shop at the same time.

users need to see the episode list

users need to see the episode list

users need to see the episode list

users need to see relevant products

users need to see relevant products

users need to see relevant products

PiP (picture in picture)

PiP (picture in picture)

PiP (picture in picture)

Display show hosts

Display show hosts

Display show hosts

player controls

player controls

player controls

Ability to see /follow makers

Ability to see /follow makers

Ability to see /follow makers

Episodes will need trailers

Episodes will need trailers

Episodes will need trailers

When maker shows product, product slides in the view port.

When maker shows product, product slides in the view port.

When maker shows product, product slides in the view port.

Sun TV Ideation session

Sun TV Ideation session

Sun TV Ideation session

You can move

sticky notes

You can move

sticky notes

Admin dashboard on the qeb app

Admin dashboard on the qeb app

Admin dashboard on the qeb app

We need multiple trailers

We need multiple trailers

We need multiple trailers

promote TV Shows/ New episodes on home page

promote TV Shows/ New episodes on home page

promote TV Shows/ New episodes on home page

This is probably th M3

Mute/Unmute trailers

Mute/Unmute trailers

Mute/Unmute trailers

Ability to see the cart within Sune TV tab

Ability to see the cart within Sune TV tab

Ability to see the cart within Sune TV tab

Add a new tab for Sune TV?????

Add a new tab for Sune TV?????

Add a new tab for Sune TV?????

Think where else Sune TV can live

Full Screen Mode

Rotate for fullscreen

Rotate for fullscreen

Rotate for fullscreen

while viewing PDP video minimizes on the bottom.

while viewing PDP video minimizes on the bottom.

while viewing PDP video minimizes on the bottom.

Divide screen into products/episodes tabs

Designing for M1 and M2 at the same time

Given the fast-paced nature of the project, the design team created two sets of features: M1 and M2.

M1 focused on a single show, while M2 introduced multiple shows, multiple makers, multiple trailers, and a show host. This approach allowed for flexibility and adaptability as the project progressed.

The design process involved gathering requirements, creating sketches, and developing prototypes. The team focused on creating a user-friendly interface that seamlessly integrated video content with the existing Sune platform. Key design elements included a visually appealing layout, intuitive navigation, and a strong brand identity.

In addition to the in-app experience, the design team developed an administrative backend on our web platform to enable content management, scheduling, and analytics. The admin profile was designed to be user-friendly and efficient, allowing administrators to easily manage and update content.

Sune TV tab

Sune TV tab

We needed to create a dedicated tab on our mobile app that focuses solely on our exclusive TV shows and products.

We needed to create a dedicated tab on our mobile app that focuses solely on our exclusive TV shows and products.

Product Listings

Product Listings

Viewers need to be able to see and shop for all the products featured in the episode.

Viewers need to be able to see and shop for all the products featured in the episode.

Checkout

Checkout

Users should have the ability to watch shows while shopping simultaneously.

Users should have the ability to watch shows while shopping simultaneously.

Admin Profile

Admin Profile

Sune's content team needed the ability to upload and publish new TV shows or episodes on our web app.

Sune's content team needed the ability to upload and publish new TV shows or episodes on our web app.

M1 Designs and Featueres

Not Perfect. Functional

Not Perfect.
Functional

Sune TV M1 allowed our users to browse through the episodes of our original show and shop products.

Sune TV M1's biggest challenge was to add relevant products to the episodes and streamline the binging/shopping process

Sune TV M1's biggest challenge was to add relevant products to the episodes and streamline the binging/shopping process

We successfully completed all of our challenges.

We successfully completed all of our challenges.

Since Sune TV was a new experience, we assigned it a dedicated tab in our app.

FULLSCREEN MODE

FULLSCREEN MODE

FULLSCREEN MODE

For the most immersive experience, users can watch episodes in full-screen mode.

M2 Version

M2 Version

M2 Version

With only a month until the second show premiere, we also designed the M2 version for Sune TV, which would allow us to host:

With only a month until the second show premiere, we also designed the M2 version for Sune TV, which would allow us to host:

With only a month until the second show premiere, we also designed the M2 version for Sune TV, which would allow us to host:

Multiple

SHOWS

SHOWS

New show level page.

Multiple

MAKERS

MAKERS

With relevant products.

Multiple

TRAILERS

TRAILERS

Both for shows and episodes.

Multiple

HOSTS

HOSTS

For each show or episode.

Final Designs

We handed off M2 designs and started thinking about M3

Admin Features

All information flows from the admin profile to the Sune TV tab.

Results

Adding Sune TV to our app has gradually resulted in increased retention and conversion rates.

Although it has only been a few months since Sune TV shows were launched, they now account for 18% of the total video watch time. Between August and November, retention rates increased by 12%.

We are still monitoring the conversion rates, which will be announced soon.

Summary

Working on Sune TV provided an excellent opportunity to collaborate with various teams to create something extraordinary.

It was a reminder that greatness often comes from teamwork.

Copyright © Giorgi Okhanashvili, 2023. All Rights Reserved.