BT TV is a subscription IPTV service offered by BT.
Brief
Competition within the pay-TV segment in the UK is fierce. Research indicated that BT TV engagement amongst customers was low which led to increased dissatisfaction and a likelihood to turn away from the service.
Discovery
Research, Interviews
The qualitative in-person interviews, quantitive surveys and analytics revealed customers struggled, and sometimes abandoned the content discovery on the existing TV Box. Consumers had issues with, content discovery, continue watching ,VOD and outdated UI which led lead to low consumer engagement, increased dissatisfaction and a likelihood to turn away from the service.
Define
Analysis, Problems
Analytics revealed customers struggled, and sometimes abandoned the existing TV Box set indicated that BT TV engagement amongst consumers was low. Consumers had issues with, content discovery, continue watching and outdated UI which led to increased dissatisfaction and a likelihood to turn away from the service.
Design
Having completed the research and defining all the problems we began designing several key user journeys to satisfy our user segments. Working with Frog and the Head of UX I began wireframing all the complex interactions, functionality and flows in order to develop and test the journeys.
The Results
With the complete redesign of the BT TV service, measures of customer satisfaction improved dramatically. By transforming the experience customer loyalty improved by 7% what a 11% drop in dissatisfied customers making interaction with VOD services as instinctive as using traditional TV channels
The redesign with a cohesive and intuitive experience across devices has lead to winning numerous industry awards.
Key learning is always bring stakeholders along the journey as they will get a better understanding of the product and why there will always be delays on delivering a product.
