NOW TV - UX/UI role
Watch the latest blockbusters, award-winning shows and biggest live sports.
OVERVIEW
Design new features, pages and marketing campaigns for prospects, working very close with the digital marketing team with the aim of increasing our conversation rate and engage new clients in our ecommerce site NOWTV.com.
MY ROLE
I was part of an agile team who managed the site nowtv.com made for prospects. I was the only designer and I worked very close to developers designing and validating their work. I had to report to the Design Director to be aligned with the brand guidelines.I was also in charge of updating the content of the ecommerce every week showing the new shows, sports and movies available in our platform. This task was around 20% of my time.BEGINNING
After doing my research I realized that our site wasn´t helpful for a new client. So many options, offers and discounts that the main service was difficult to understand.
Our customer had to take so many decisions before joining NOWTV that we got a lot of new clients lost in the process.
THE IDEA
The idea was to redesign the site working tin three main areas:
Main pages: Reduce content focussing on copy answering the main questions: How you can watch our content, Whats the price, You can cancel at any time. We improve UX and UI adding a new way of navigation.
Checkout process: simplify the options showing the discount only when the customer had understood the service and decide how to watch our content (via app, browser, SmartTv or a device bought in our site) redesigning the checkout process.
New catalogue: We also add a search feature with all the content available in our platform depending on your preferences focused on engaging new clients with a few questions.New clients: they land on this page for the first time after joining the bank. Usually they land with 1 account and 1 credit card that is not active.
DESIGN PROCESS
I always shared my mockups with the design and the marketing team, created wireframes defining the UX and built a low-res prototype in Axure to check with prospects in 1-to-1 testing sessions. After receiving feedback I align the UI with the brand.
SUMMARY
With a new design, content and a better UX we increased our conversation rate and sales but the most important part for me was that we created a better perception of the service so we increase “loyalty”, new clients that join the company for a longer time, and we simplified the service so we received new clients from other age groups who now feel enough to buy a day ticket to watch sports.
The hardest part was to deal with two different teams with the respective managers and try to align their opinion and decisions as they have different KPIs.
