Ralf Kienzler
Published on under Design, User Experience

Video on Demand (VOD) services benefit from attractively-presented content. In practice, this doesn’t happen that often.

With the emergence of new VOD platforms, the development of the user interface comes to the fore. How does the user find the important information and products? Can the user understand the product offering and figure things out by themself? It should not be forgotten that the preparation of content plays a large role in whether a movie or TV show gets purchased in the end or not.


Netflix, still always exemplary: Large images (on some devices a slide show), a logo for each series, ratings and all the most important information.

“Content is king” is one of the great maxims in user interface design these days. It is often overlooked that this does not just mean that the screen navigation elements should not dominate the screen, nor should functions be predominant. “Content Is King” specifically means that the content itself is the reason why visitors decide on a platform.

Providing appealing picture material, meaningful textual information and metadata is is set aside in favor of the development of ‘perfected click paths’. And even after a service has gone live, some providers prefer an automated processing, instead of hiring a human ‘trained eye’ to do the image selection and arrangement. But no machine can distinguish a good image from a bad one, or help choose attractive clips, or select an exciting and attractive composition. Skynet must wait.


Android TV: somewhat sparse and very compact Detail View.

Therefore, during preparation of content, don’t just think about how the user gets there. In order to sell content, it is not enough that the content is there. To get the user interested, the content must also be attractively presented. Anyone who, without justification, squeezes their content into a row, chooses mediocre picture material and omits interesting information, always suggests arbitrariness and irrelevance.

This detail page we designed is based on the vibe of the movie poster. Instead of the synopsis, other information about the film is in the foreground.

Putting an effort into the presentation, emphasizing differences and highlighting what is special — all this demonstrates to the users that you are convinced by your own product offerings. The focus should be on a lively and varied presentation, instead of always having the same presentation style. Here, I recommend content providers learn from the creative design of shop windows, which often successfully inspire people to buy. Or, you can also learn from an attractive exhibition stand.

All of this requires some editorial work. And a user interface that has some variety.

This Post has been published in Design, User Experience.
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