BT Next Generation

BT TV is a subscription IPTV service offered by BT; a division of United Kingdom telecommunications company BT Group

The Problem

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.

My Role

Working along side the Head of UX and Frog, as UX Design Lead I was responsible for, research, wireframes, visual design and asset creation.

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 Consumers had issues with, content discovery, continue watching ,VOD and outdated UI which led lead to low consumer engagement, increased dissatisfaction and a likelihood to turn away from the service.

To understand why, we conducted various usability tests…

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 Consumers had issues with, content discovery, continue watching and outdated UI which led to increased dissatisfaction and a likelihood to turn away from the service.

To understand why, we conducted various usability tests…

Design

Ideation

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.

Validation

Testing, Feedback

With a working prototype we ran several user testing sessions for the most complex journeys in order to see if all our design assumptions were correct. Taking user feedback into consideration and improving UI design decisions we did various design iterations to improve the overall experience. This was rather time consuming but an essential part to achieve the best possible experience.

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.

April 2017

BT TV wins the “Best Content Discovery Service” TV Connect Award.

September 2017

BT TV wins the “Best interactive TV technology or application” CSI 2017 Award.

October 2017

BT TV wins the “Best TV platform” T3 Award.