TV APP
Sky plus transformation
As part of the Sky interactive TV team, I led several projects to redesign the My Sky journey on the Sky plus TV app. The new My Sky interactive interface allows Sky customers to have easy access to manage their accounts without losing their viewing experience. My new solution provided a much more accessible and intuitive interface and move away from (disruptive screen and complicate user journeys)
My role: Lead UXUI Designer
Delivered more than 10 journeys for Sky Plus
THE PROBLEM
The TV app was full screen which interrupted customers' journey and viewing experiences.
CHALLENGES
Redesign the TV app for customers to manage
their accounts directly without losing their viewing experience.
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How might we redesign the user journey from full screen to only one-third of the screen?
How might we reduce user frustration of navigating My Sky via remote control?
How might we increase the use of My Sky and decrease the drop-out rate?
MY APPROACH
01. Understand
- Business requirements and goals
Each project started with a brief from a Product Owner; they outline the overall business requirements and goals. At the beginning of the project, it is important for me to communicate with the Product Owners, I try to understand what the business wants. Sometimes through the discussion with business partners, we redefined the brief and approach that we were taking.
- Learnings from data
Through understanding the data such as success rate and drop-out rate, it helped us understand user behaviour. For example, in which step did most users drop out, how long did a user take to complete the journey on average? How many steps did a user take to reach the end on average?
This research helped set the goals for the project. For example, we'd like to increase the success rate by 20% or decrease the drop-out rate by 20%.
- Learning from other platforms (Web & Mobile apps)
Even though designs are often different on other devices due to individual scenarios, there is merit in studying them. I am always curious to identify differences between apps and to determine why the
app is designed that way. Through this kind of process and exercise, it helps me understand different types of user.
- System thinking. A journey is more than you think
When a new project comes in, I like to understand more than just the project itself. There's hardly anything that is stand alone in the digital world. When designing a new journey, comprehensive and systematic thinking is heavily involved in my design process.
02. Collaboration
It is important for a designer to be able to work independently but working and collaborating with others is essential and can greatly add value to the final product. I am consistently inspired by colleagues in different disciplines. I find it's especially helpful to keep my work transparent and open to others to encourage feedback and opportunities to collaborate. Collaboration helps me to stay humble and dedicated to designing a product that users will enjoy.
03. Feedback
Feedback can be gathered from stakeholders, colleagues and end-users from different settings. Internal design review, product demo and user testing are all sorts of feedback sources that I value a lot in my design process.
PROCESS
User research
Card sorting
There are many design research methods that I have conducted. Here is an example of the card sorting exercise I did to help us determine the Information Architecture before redesigning My Sky panel. We wanted to find out how users would categorise My Sky journeys; which journeys they used the most and would like to see upfront.
Data dashboard from Adobe omniture and Grafana
Here is an example of the data dashboard that we created with our Data Scientists. This dashboard was created to capture data to track the app's performance and improve the user experience.
CREATE
User flow design and Information Architect
The wireframe flow helped us to have a clear overview of the user journey, including a happy path, unhappy path and edge-case scenarios. Especially for TV interface, the navigation can be very challenging by using a remote control. We would create a prototype to test out the flow and navigation. This stage normally involves Product Owners, Designers, Developers and sometimes Data Scientists.
Wireframes for service journeys on Sky Plus
DELIVERY
Key screens
When redesigning the UI for Sky Plus, we started by simplifying the user journeys and broke them down into clear and easy-to-understand steps, adding rich relevant images. We also removed most of the instructional text and replaced it with smart tiles to serve the most relevant information to users contextually.
FEEDBACK
User testing
In order to get feedback from My Sky panel launch, we conducted two days of usability tests in a lab. We worked closely with the user testing team to come up with the questions we'd like to ask and the user tasks. The results from the user testing sessions were reviewed by our team and helped us improve some of the journeys that decreased drop-outs and increased the success rates.
IMPACT
Outcome
The new My Sky solution is well received with successfully reduced average 20% drop-outs and increased 28% conversion rates across the 2 million subscribed platform.
