Fire TV upgrade

Position

70% drop out rate
Legacy system customers don’t want to move to new package
Lack of awareness of new TV benefits
Customers are happy with what they have
No comparison device

Problem

Customers to make like-for-like comparisons
Customers do not understand USP ‘Flexible TV’
Customers not aware of the channels they would lose/gain
Customers are not aware what new TV offers
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

FROM HEURISTIC EVALUATION TO A SIGNIFICANT RE-DESIGN

Results: After 6 months of work and, in the first week of going into build, BT decided they didn’t want to finance this project as they were migrating to AEM

Heuristic evaluation of the current design.

Business goal:
Reduce 70% dropout rate.

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.

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

Final design ticked all the right boxes

I designed a unique vertical ‘contrast-and-compare’ component that tested 4.8 out of 5 in user testing. Users found they could easily see what they had and what they could get with attached benefits really quickly. All users felt confident they could make a package-switching decision there and then.

Homepage narrative

Quick snapshot of content that users could have
Personally addressed content (in another version, I convinced GDPR to let us show personalised content based on a users most common viewing habits)
Current summarised TV package (the specific’s of which took several meetings to identify what we should show as ‘essential info’ that had the most amount of motivational value)
New package, which always displayed benefits that users currently lacked (highlighted little-known USP ‘Flexible TV’ and changed tone from ‘learn’ to ‘why you need this’). Added entertainment imagery, not just text, drove conversion
Simplified and improved CTA language
Scrollable TV package cards