Directv.com (Entertainment) Case Study
DIRECTV is one of the world's leading providers of digital television entertainment services, delivering a premium video experience through state-of-the-art technology. The company offers an extensive programming lineup and prides itself on delivering industry-leading customer service to more than 39 million customers in the U.S. and Latin America. According to the 2014 American Customer Satisfaction Index, DIRECTV is number one in customer satisfaction among cable and satellite providers.
User experience (UX) is where business goals and user goals intersect. It is how a human feels when using a product while attempting to accomplish a task or a goal.
Improve overall site architecture and navigation to enable easier browsing and a more seamless experience.
Brand and logo refresh to present a modern and cutting edge entertainment experience.
Improve and personalize content to drive engagement.
Dramatically improve SEO performance.
Decrease drop-off rate to a healthy number through stronger content strategy.
Implement a fully responsive solution with new CMS system.
UX & UI Design
Responsive Web Design
The first step in the process was getting to know our audience. Once we had a good idea of who we were targeting, then we began to develop experiences that cater to these users.
One of the personas chosen for this project was Andrew the “Savvy Shopper”. Andrew wants quality and service quickly, either online or offline. What he needs is a streamlined experience that saves him time by showing only the key details needed to make a decision.
Device: 65% iPhone 35% Macbook
Watching: Streams movies and binge watches TV shows
Frequency of use: <3 hours everyday (premium user)
Needs: Access to all the content he likes, discover new tv shows and share movie with friends
Now that I understood the user flow, it is time to create a sitemap. A sitemap is essentially a hierarchy of the pages and subpages of Directv.com Entertainment site. This will make it easier to visualize how many clicks it will take a user to get from point A to point B. This will also help to remove any bad concepts early on, before the site is built. Not only will it catch any flawed ideas, but it will also add efficiency to the website building process.
One of the major changes we introduced, since Directv.com has so much great content, was to give prospective customers the ability to browse the library of entertainment content. Visitors needed help finding their favorite content quickly and effortlessly. I wanted to make it easy for the user to navigate and filter within the browse pages. One solution was giving the viewing options and filters prominent placement above the fold on all the browse pages to encourage conversion.
A big part of the company’s appeal is it being a premium product. And so, We set about updating the website’s look and tone to support the premium entertainment product brand. We kept the company’s compelling core values intact, while retooling the layout for optimum user engagement.
The previous site was designed to have a techy modular styling that didn’t visually represent the feeling of a premium entertainment product.
Along with a new dark themed UI and open layout style incorporated into the main theme of the website, we opened up the feel more with the site being totally responsive. Content and functionality was boldly punctuated with use of an entire new UI toolkit, new tone of voice, and HD marketing graphics that added vibrancy and showcasing the information users needed.
BRINGING IT ALL TOGETHER
The new site now represents Directv as one of the world's leading providers of premium digital television entertainment services. It’s new clear navigation, engaging browse pages, the visual difference between it’s Entertainment and Self-Care sections were developed for easier conversions. User experience is dramatically improved through intuitive search capabilities and related content recommendations. The new site elevates Directv.com’s content as a trusted provider of premium digital television, and delivers a seamless user experience.
USER TESTING and OPTIMIZATIONS
Uncovering insights to improve customer experience with UserTesting. The research both to generates new ideas to solve problems and evaluates the solutions we’ve developed.
Directv has seen results from the research in multiple products. It’s one thing for a Product Designer to make a recommendation—it’s another, more powerful thing, to combine that recommendation from real users. User Testing helped us educate stakeholders and influence product decisions.