Pause…

Let’s just say Ads are annoying and intrusive, this has often been the perspective most people have. However, it is interesting how accustomed we have become to them, to the extent that we as users are willing to pay for services that include ads. This phenomenon is particularly highlighted in the recent Black Mirror series (S7 E1), 'Common People', which raises conflicting viewpoints about the impact of subscription models on our lives.

As a UX/UI designer in the free video-on-demand (VOD) space, I recognise that our viewers are familiar with the presence of Ads and understand what to expect. The overall experience of the service I work on (U) remains somewhat solid, largely due to its foundation in linear television. Yet, translating that linear experience into the VOD realm does come with its challenge. Challenges that are, nonetheless, addressable through thoughtful design and strategy.

With a keen interest in user behaviour, I acknowledge that habits significantly influence expectations in digital experiences. This continuous observation shapes my approach to how new designs can integrate with existing user habits. While it is beneficial to reference popular streaming services for direction, the real challenge lies in creating new expectations and fostering emerging habits among users.

This thought process informed my recent project involving paused ads on the video player. A quick survey uncovered a notable behavioural insight: users often pause content for example, "because I need to do something away from the screen," such as checking their phones. Watching 'Common People' overwhelmed me with moral questions around designing for an ad-driven service and prompted reflection on how far I am willing to push my designs.

In conjunction with this exploration, I have attached a prototype illustrating the paused ads concept. I think this project represents an ongoing conversation about user experience within the realm of VOD. (Also accessible live on U.co.uk)