Findings:

• Two main groups of video renters: moderate movie goers and movie buffs

• Moderate movie goers want familiar stars, new releases and big-budget action adventure movies

• Movie buffs are interested in directors and reviews. Watch a wider range of movies and are more decisive

• These findings led to several new features:
  • Listings by top stars
  • Top 10
  • New releases

• Users responded differently to the same graphic elements in different contexts. When using a mouse users would identify underlined text as links, but when using a touch-screen only buttons were touched and underlined text was not seen as interactive

• Two or three iterations of user testing and redesign was required to perfect a new feature

• The names used on buttons and labels should to be kept simple and avoid using industry terminology e.g. "preview" should be used instead of "trailer" and "category" instead of "genre"

• Our initial button label choices were often confusing and unclear. e.g. "Recent List" was understood to be new releases or a back button. The button actually showed a list of movies at which they had been looking. This was changed to "Your Picks" with a better set of icons
  
  

• Spell checking of search words would be critical for a production system

• Users want realtime information about availability, new releases, top videos and where the video is located