Introducing Video Bites & Long-Form Videos on Discover-Feed to Boost User Engagement
GoChat Video Feed: Transforming the Feed Tab with Engaging Video Content
Project Overview
GoChat is Etisalat’s flagship super app offering HD voice and video calls, messaging, at home services, gaming, content feed, and more.
Initially, Feed under Discover only supported static posts, making it less engaging and competitive.
As the UX Design Lead, my goal was to elevate user engagement.
Solution - Shaping the Experience
💬 Video Feed on Chat Screen
Placed video feed on chat screen to boost visibility and drive early engagement.
🎞️ Short-form Video Bites
Infinite-scrolling style experience added to Feeds for higher interaction
🎥 Long-form Video Experience
Catering to users seeking comprehensive information.
↗️ Instructional Tooltips for Video Feed
Guided tooltips for all user types during rollout.
⚡️ Seamless Transition to only Videos
Ensured a smooth shift from static posts to dynamic video content
🚀 Banner Prompt for Initial Launch
Deployed a banner for 30–40 days on chat screen post-launch to maintain initial traction.
Key UX Challenges
🟣 How do we introduce Video Bites without disrupting the existing feed structure?
🟣 How should long-form videos be handled for optimal viewing, with GoChat limitations?
🟣 What interaction patterns should we use for smooth navigation?
Research & UX Strategy
Competitive Benchmarking
I analysed video experiences from:
Instagram & TikTok:
📌 To understand short-form video interaction patterns
Google:
📌 Super App with Content Feeds (integrating multiple media types smoothly).
YouTube & OTT Platforms:
📌 Long-form video consumption behaviour.
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Entry Point for Video Feeds
Effortless Discovery & Placement Strategy
Explored intuitive ways to surface the new video feed (long and short form) without disrupting existing user flows—ensuring high visibility for new users, and zero friction for existing ones.
This gives expert users a recall of Instagram Stories, won't be intuitive for video feed.
Explored for Video Feed as a seperate page
Not intuitive
Too much real-estate for entry point - If we are keeping Static Posts and Video Feed as separate sections
Video as a seperate tab experience started to look a lot like YouTube, shifting users focus from the GoChat experience
Might work, but confusing if the customer is on posts/ videos, or needs to toggle for posts/ videos
Tab structure works for easy navigation
Hide On Scroll behaviour
Shifting focus to video as a part of a singular feed - having Static Post and Video Posts co-exists with Bites as a quick view option and taking you into the scroll-loop
New journey
The end process.
📍Entry Point:
🔍 From Discover to Feed :
💬 From Chat Screen :
