Problem

The 2 major problems which were the impetus for the redesign were: 1) The user experience while navigating through the site was completely broken due to broken links and out of date pages and data 2) ZEFR was in talks with different companies about potentially selling the site and so needed to ensure the site was worth the amounts being offered.

 

Solution

The primary objective of this effort is to monetize MOVIECLIPS.com via advertisements. The first phase focused on critical, high impact features and reducing complexity of the code base. The second phase included the secondary features and modifications based on feedback from phase one.

 

Major Features

  • Editorial Features (CMS) → New editorial features are to be included in the redesign. These features will allow site administrators more control over existing content as well as allow them to create content to capture traffic.
  • Refreshed User Experience → The new site would feature an updated, modern design based on the existing MOVIECLIPS.com aesthetic. This design addressed numerous usability issues:
    • Reduce clutter in the overall theme
    • Highlight new areas introduced in other goals (e.g. advertising, playlists, popular clips)
    • Revise the homepage to guide viewers and provide a clear call to action
    • Address navigation concerns with the directory structure
    • Rethink various sub pages to provide a cleaner look and better navigation path
  • Mobile Interface → The new site will feature phone and tablet support for popular devices (device and browser matrix). The new interface included the following:
    • Clip viewing
    • Social sharing
    • Device optimized navigation and search
    • Facebook authentication
    • Homepage
    • Editorial features (specifically playlists, articles, and mashups)

 

Results

  • Ability to add social features which enabled users to more quickly share scenes and content from Movieclips which resulted in a 75% uptick in shared content across social media.
  • Prior to development, users were primarily directed to the movieclips site via a google search and were spending an average of 20s on the site.  After development, within 3 months, users were coming directly to the movieclips site, searching for content and spending an average of 4 mins watching clips and sharing content.
  • As a result of the redesign, users began returning to the site for movie clips searches and therefore giving ZEFR the ability to sell the property at nearly 45% higher than initially expected.

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