Fire TV upgrade
Position
Legacy system TV customers don’t want to move to new ‘better’ package
Problems
70% drop out rate when exploring new TV options
Customers are happy with what they have
No comparison device
Customers can’t make like-for-like comparisons
Customers do not understand USP ‘Flexible TV’
Customers not aware of the channels they would lose/gain
Customers phoning call centres for better deals
Possibilites
Educate customers about differences between current and new packages
Use content imagery based on previous viewing habits to drive engagement
Explain benefits of ‘Flexible TV’
Inform customers what they would lose and what they would gain
Simplify layout and text to improve comprehension and conversion rates
Show price differences and savings to be made
CX / Marketing / Research evaluation of old TV package comparison tool
Business goal: Reduce 70% dropout
User needs
PRIMARY: As a customer, I want to see what the differences are between my current package and new packages so that I can make a quick and informed decision.
SECONDARY: I need to see channels/shows + I need to see what I will get with a new package
TERTIARY: As a customer, I need to see the contract terms and flexibility of package.
UI/UX observations
Too much typographic formatting creates visual and cognitive complexity
Language is pushy, demands action and lacks natural explorative tone
Numerous poorly aligned text blocks are driving the eye down the page in a way that is compromising hierarchy
Permanent pre-purchase basket is taking up valuable space at this stage in the journey
New design
In testing, it scored 4.8 out of 5 in three user testing sessions
I designed a unique vertical ‘contrast-and-compare’ component that allowed customers to make instant comparisons between their current ‘old’ package versus the new one.
All users felt confident they could make a package-switching decision there and then.
Homepage
‘content narrative’
Primary Hero is personalised (Note: in another version, I convinced GDPR Team to let us show personalised content based on a users most common viewing habits)
Permanent snapshot of ‘Your current TV package’ (Note: the specifics of which took several meetings to identify what we should show as ‘essential info’ that had the most amount of motivational value and impact)
New package displayed benefits that a customer could have (Note: I highlighted little-known BT USP ‘Flexible TV’ and changed tone from ‘Learn’ to ‘Why you need this’). I also added entertainment imagery, not just text, this drove conversion
Simplified and improved CTA language
Scrollable new TV package cards
Handover document for Designers + Devs
1. Landing page + 2. Comparison mode + 3. Current TV package + 4. Flexible TV + 5. TV package detail page
Page linking
Package detail page
‘content narrative’
Primary Hero leads with most popular show not available on old package
Package detail card begins with powerful motivator USP, Flexible TV
Bullet points list exciting new features available only with the new tv package
Price per month + Cost-saving calculation
All subsequent content was carefully chosen for maximum impact, whilst navigating and including stakeholder requirements
TV package modals
Conclusion + Results
Page narrative, linked to: Task hierarchy, CX value, BT brand pillars
Stakeholders loved it, saying it solved so many problems and was highly innovative.
User tests (scored 4.8 out of 5) showed hugely improved comprehension and conversion.
After 6 months of work and, in the first week of going into build, BT decided they didn’t want to finance this project anymore as they were migrating to AEM (Adobe Experience Manager).
Oh well, I learnt a lot!