Responsive site coming soon
UI Design / UX Research
As a Sr. Product Designer. I designed a variety of features aimed at improving the customer experience on AT&T's streaming platforms. Because user testing and research was so integral to our decision making, I also helped run over 6 studies encompassing lab testing of prototypes, pre-screening surveys, competitive analysis.
IPOR stands for Instant Purchase on Remote. This was a big initiative by AT&T to revamp the way users can order premium add-ons such as HBO, NFL Sunday Ticket, Cinemax and more purely from their remote without having to go to the web or make a call. The existing experience was a problem because users were confused which either led to drop-offs in the experience or costly (to AT&T) and frustrating (for users) calls to order over the phone. Here are some of the main goals of the task:
Understanding why customers use this:
User Testing Result
We tested interactive prototypes of the designs with a test group of 10 subjects (5 females and 5 males) aged 35-55 who have been DIRECTV users for at least a year and active sport watchers. Here are some of the major takeaways from the study:
Users felt like they actually knew what was included in the package.
Users felt the experience was secure and transparent.
When showed the previous experience, users were confused about pricing
Users wanted to discover and browse more packages
Users liked the modern and updated design, felt like it was a premium feature
When asked if they preferred using this experience or calling in, they preferred the new experience
We administered a ZOE (Zone of Exploration) to uncover pockets of audience behavior when met with native ads throughout DIRECTV Now experience. Now we understand ads suck, but the project was an initial screening to test markets of ad tolerance for even paid subscription plans. The project required a balance of design, business strategy, and clever use of resource capabilities. The goal was to set a high bar in utility and design so that the ads felt native to the experience, and if possible, come off as a feature or recommendation. We even quantified this high bar by creating a scorecard that tested new ad ideas against tentpole principles we defined through existing research about ad consumption. If the idea passed a certain threshold on the scorecard, we would design and build a prototype to test the reaction from audiences.
Case study on this project coming soon.