Try it all before you buy anyhow.
Two UX designers and two visual designers were included to explore the different concepts, I was the main UX designer who was in charge of the whole project.
We had two months for design phases, and we started the whole process by hosting a design sprint to validate some of the concepts.
Aside from high fidelity mockups, I delivered one user research report, several system maps, one workshop brief, one concept testing result, two usability testing results, and other miscellaneous items.
How about, hmmm, hmmm, let me think...hmmm...
If you are the one who has natural difficulties making up your mind to choose something and commit a long term contractual obligation without regrets, good news, you are not alone - I am just like you, same as millions of prospect Fios TV customers.
Making a choice is always hard, especially when there are more than a dozen in front of you. In Fios TV, we have more than fourteen main TV plans for you to choose from, and we ask you to commit to a two-year contractual obligation: You can regrate, but you have no chance to quit before your contract ends.
This is one of the main complaints we received from our customers: They spent an average of 23 minutes on our website to learn about each plan and compare the differences in between, made one careful choice and thought it would cover all they want to watch. In less than six months, they started to call in to complain they should have chosen another TV plan with the same price, only found out that they can only upgrade to a higher tier TV plan, pouring more money on it.
Come on, they just want to enjoy some godd*m TV shows. Do we have to force them to make bad choices and complain to us at a later time (which increases operational cost), or force them to upgrade their TV plans for some short term profits?
What is the challenge?
I hate it when we force users to make immature decisions before even enjoy the sweet part of Fios TV. That being said, my challenge here would be obvious: How do I design a TV program that would allow users to try every channel they want with the lowest tier pricing, and recommend them corresponding TV plans that fit their needs best based on their true viewing habits?
I partnered with our almighty Research Team to conduct five interviews to get a better understanding of the user's pain points, selected from customers who complained within six months of Fios TV subscription. I validated two major facts:
1. New users did have difficulties making accurate TV plan selections. They either underestimated their needs or overestimated their needs. I need to properly and objectively evaluate their needs based on their individual viewing history, which is personalized, factual, and objective.
2. They thought the plan selection process was lengthy and they already felt defeated due to unintuitive plan comparison as prospects at the beginning of the experience. I need to get users to know our product before making any commitment.
3. Proof of concept was successful. All five interviewees were on board with the idea of "try before buy". They all thought it was a great idea, and would recommend Fios TV to friends.
Besides the interviews, I also did Competitor Analysis on my own, from our direct competitors to online food ordering websites to compare different selection experiences.
Due to the nature of this project, I had two design processes I can choose from (thank God): Design Thinking or Design Sprint. I chose Design Sprint this time as I wanted to gather a group of stakeholders and quickly verify some concepts we can create to set the right direction for me to furnish. A group discussion is always better.
With that in mind, I planned a three-day Design Sprint with key stakeholders from the Marketing Team to the Analytics Team, as well as my designer fellows.
Google Design Sprint
A three-day Design Sprint.
Just in case you are new to the design world, Design Sprint is a three-day sprint that consists of six phases, each day with two phases. On the first day, we Understand and Define, on the second day, we Sketch and Decide, and on the third day, we Prototype and Validate. Below I listed all the activities we did for each phase:
1. Understand (Day One): Competitor Audit, How Might We, Affinity Diagramming, How Might We voting, User Interviews (I did it already), Lightning Talk, User Journey Map (plan selection part), Business Requirements.
2. Define (Day One): Design Goals, Personas, Success Metrics, Assumptions Mapping, Proposed High Level User Journey.
3. Sketch (Day Two): Crazy 8's, Crazy 8's voting, Solution Sketching.
4. Decide (Day Two): Present Solution Sketches, Silent Review and Vote, Decision Matrix, Rumble or All-In-One.
5. Prototype (Day Three): Storyboard, Assign Tasks, Quick Prototyping.
6. Validate (Day Three): Stakeholder Review, Technical Review, Usability Study, Recap and Next Step.
Understand the present.
As with the prior understanding work and Challenge Statement done, we invited our marketing partners to let us know a little bit more about the issue to make sure everyone was on the same page and set the stage for the following activities. The whole task force took notes about the user's pain points while in the lightning talk, shared it after the lightning talk was done.
With the user's pain points in mind, we explored How Might We, converting the user's pain points into opportunities. We generated over forty How Might Wes in total. Some good examples would be "How Might We display recommended TV plans for users to choose?", "How Might We build trust with users to show we prioritize their interests over ours?", "How Might We show transparency when we collect and use user's data?", "How Might We help prospects understand this program?".
Affinity Diagramming was the next thing we did. We have seven different categories after Affinity Diagramming: Transparency, Trust, Recommendation, Learn Program, Onboarding, (Viewing) Data Display, User Control. Each of us had three dots and we voted on each HMW to narrow down our focus.
Define the future.
We set in stone our design goals: We want to create a TV program that will allow users to watch all the channels, capture and show their viewing history data, recommend plans that fit their needs best, and help them subscribe to the TV plans they decide.
We illustrated High-Level User Journey: Find out, Learn more, Opt in, Set up service, Watch TV, Use tool, Day 30 Recommendation Ready, Select Plan, Offboard. For each phase, we posted related HMW we just created for further opportunity exploration.
Sketch different ways to go to future.
We started crazy 8's to sketch out different ideas and concepts to expand our horizon. Eight minutes for eight ideas for each participant. We did a round table to explain each concept we had and further voted on them to narrow our focus down. Furthermore, based on our most voted concepts, we generated our solution sketches.
Decide a best way.
As we have three different solution sketches, we voted again to decide which one we should proceed. We had one most voted solution sketch.
Initial prototype to validate
I created an interactive prototype for Usability Testing to validate our concepts.
Validate our design
We did two rounds of usability testing and each with constructive feedback to improve. We have the following goals in mind:
1. Can users understand how to select a package?
2. Do they understand what goes into the recommendation?
3. What amount of data do we present to the user?
We gathered the following feedback from our usability testing:
1. We needed to make it more clear what happens at each date during the trial (Day 1, 30 days in, 60 days in, etc)
2. Users wanted to know specifically why a package was selected for them
3. They wanted to see what channels they gain/lose with each option
4. Users are sensitive to the price and might just go for the cheapest option regardless.
Here is our final design. Please reach out to me if you need an interaction prototype demonstration.
Impact, data and emotion.
We did a managed trial in PA first and then expanded this program to all locations. Here are some differences we collected:
We increased our new Fios TV subscription rate by 14.3%.
69.2% of users selected our first recommendation.
20.9% complained about our first recommendation within the first six months (47.3% for other TV plans before).
Users only spent an average of 207 seconds to complete the Fios TV selection flow, comparing to 23 minutes before.
Our design challenged and changed common yet wrong business practices, eliminated the psychological burden of making a hasty (and usually wrong) choice when users have no prior knowledge or experience. Users can make the right choices only when they have enough knowledge, otherwise, it is just a pure guess.
From a business perspective, we increased our satisfaction rates, which resulted in a higher subscription rate and a lower Call-In Rate. It increased our revenue and decreased our cost at the same time.
We did not stop here.
I did not stop here, I meant it. During the research for this project, I found out some interesting data: Users spent 80% of their time on only five channels. It directly led to another project called Fios Five (renamed as Your Fios TV after release) as our overall Fios TV Experience Improvements Initiative.
I learned two key things from this project:
Everyone designs. Even your key stakeholders were from different fields, they can still come up with good ideas or concepts as part of the overall experience.
Involve stakeholders early. Involving stakeholders early is an efficient way to avoid any major changes during the later stage of the design.