project

In an effort to understand what motivates users to visit the Ellentube app and website, what content resonates (or doesn’t), and where the experience falls short, our team conducted a user test. Insights were used to inform UX improvements, content strategy, growth initiatives, increasing downloads, engagement, and repeat visits.

We conducted two in-person focus groups in Burbank with Ellentube users aged 18-54, recruited via the email newsletter and survey outreach. Grouped by frequent users (superfans) and less frequent users (casual visitors).

One of the findings was that users struggled to discover Original Series content due to unclear labeling and navigation patterns that didn’t match scrolling behavior. We responded by improving navigation and content visibility. I worked with developers, utilizing existing AEM components, to launch a dedicated Ellen Originals hub and introduce a carousel on the homepage.

I also explored a new page template for video series with improved hierarchy and a scroll-first layout. This resulted in a clearer, more engaging experience designed to drive repeat visits and increase video views, making high-value content easier to find and consume.

Created by Jen Sanne