Hulu UX Teardown: 5 Person Expertise Fails and Learn how to Repair Them


Hulu is that first major streaming platform that offers a social watching experience. And with most of the big-league sports now allowed to resume behind closed doors, Hulu's combined proposal with ESPN is likely to help entertain the service's 30 million plus users over the winter months.

But users currently have a surplus of streaming services, so how is Hulu going stay competitive?

With the help of UX Expert Peter Ramsey from Built for Mars, we're going to be giving Hulu an Extra Crunch UX Outline, showing five ways it can improve its overall user experience. This includes simple product comparisons, consistent widths, proportional progress bars, and other suggestions.

Compare functions in packages

If your product / service has different levels / versions, make sure the differences between these options are obvious and easy to compare.

The flaw: Hulu has four different packages, but the features listed are inconsistent between the options, making it incredibly difficult to compare. Instead of using bullets, they have the benefits buried in paragraphs.

The solution: break up the paragraphs into bullets. Then make sure the bullet points are worded consistently between the options.

Steve O'Hear: I'm really surprised that this guy left the marketing department behind. Not much to say other than arguing that a company is in trouble when UX, including layout and copywriting decisions, is decoupled from business goals and customer needs. Would you agree that this happened here?

Peter Ramsey: In all honesty, this happens all the time. I think it's just a symptom of designers building things that look good, not things that work well. I probably address this issue in about a third of my private audits – it's that common.

Keep an even width

Try to keep a consistent page width during a single trip – unless changing the width is of great benefit.

The mistake: During the Hulu sign-in process, the page width doubles at a completely unnecessary point. This is disoriented to the user for no apparent reason.

The solution: Hulu has a pretty consistent first half of its journey and then it drops the ball. I would redesign these "extra wide" pages to have the standard width.