Shop TV

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Overview

Frontier decided to discontinue their cable TV services, they were operating at a loss and had declining purchases. In place of cable TV, Frontier has partnered with streaming services to provide better value to customers.

Problem

The current shopping experience on Frontier's website can no longer be used since it is not formatted for streaming partners and services.

Product development life cycle

Brainstorm

Get to know your audience's pain points and generate ideas to solve the problems

Focus group findings

Frontier conducted numerous focus groups to discover what people were looking for when it comes to watching sports, TV shows and movies at home. The findings (along with bottom-line losses) drove Frontier to drop traditional cable plans and rethink how they offer TV services. Below are some of the key points taken from these focus groups.

"Since I purchased high speed internet, I am interested in new TV services. My current TV plan is expensive and has a lot of channels I don’t need or care for"

"I need faster internet so I can watch streaming services reliably, my wireless service is too unpredictable"

"I just purchased a 2nd home, I need a TV service that I can watch at both homes"

How important is it to you to see the following when shopping for streaming TV services?

Pain points

Interest in cable products is declining
People don't want to pay for channels or services they won't use
Each person will have their unique streaming preferences
These services haven't been represented on Frontier's website before

Insights

Leverage cable-free wording throughout the website
Provide the ability to search for favorite channels or TV shows
Display both on-demand and live TV streaming providers
Continually user test the design to ensure acceptance
After launch perform multiple AB tests to work towards the best experience

Solution

Create a new TV shopping experience on the website, and represent each streaming service, that is a Frontier partner, to showcase what they can do and how they differ from each other.

Define

Goals, scope, and users: who are they and what are their problems?

Goal

Provide Frontier customers with exclusive deals on streaming services and help them to choose and purchase the right service for them.

Persona

Based on Qualtrics browsing data, we're able to focus on the main users of the buy flow process. This focused persona makes up most of the audience.

Scope

Update main TV webpage to touch on each streaming service offered, and create a detailed webpage to follow.

Design

Create sitemap, wireframes, and prototype the design

Sitemap

Based on multiple open and closed card sorts, the following sitemap was created. The TV section was expanded on when Frontier began to partner with multiple streaming services.

TV Flow

TV wireframes

Initial Designs

Initial Designs

Test

With users and internal stakeholders to eliminate friction

User Testing

Multiple versions of each page were tested with users to determine the best option. Below are the results for each chosen design of the respective page.

Testing overview

With multiple variations tested, and in some cases AB tested (see next section), findings were able to be applied to each page. Frontier also went through a rebrand, which was applied to each page during testing, and then the pages were launched with the re-brand.

Launch

Go live! Share your design with the public

AB Tests

The main Shop TV page and YouTube TV were the first to launch (before the re-brand), allowing for initial data to come in and AB tests to be conducted. Each item listed was performed as a single variation with the initial design as the control version.

1. Darken image

Makes text easier to read

2. Button in hero

Drive prospects to purchase internet

3. List out benefits

Easier for users to read

4. Add CTA to chart

Heat maps indicate chart receives many clicks

5. Update image

To be closely related to service and not device