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.
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
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?
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
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
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.
Goals, scope, and users: who are they and what are their problems?
Provide Frontier customers with exclusive deals on streaming services and help them to choose and purchase the right service for them.
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.
Update main TV webpage to touch on each streaming service offered, and create a detailed webpage to follow.
Create sitemap, wireframes, and prototype the design
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.
With users and internal stakeholders to eliminate friction
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.
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.
Go live! Share your design with the public
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
1. Add video reel
Instead of static image
2. Speak to price-cut
Instead of money saved, and include price in hero
3. Remove new and current customer cards
Not receiving many clicks and actions can be achieved elsewhere
4. More direct CTA
Change to "Get Frontier Internet" throughout page
After multiple usability tests, clicks tests, analyzing click data, AB tests, and a company-wide re-brand, the following designs were decided on