Project Title
Multi - promotions project
Aim
Design a scalable way to surface multiple promotional(subscription) offers on Google and Android TV in the US market.
What are promotions?
Various deals or offers for OTT platforms (Netflix, Disney+ etc) such as free trials, discounted offers, etc.
FLAT 50% OFF
1 Month Free Trial
Process Followed
Step 1 : Understanding user touch points
Understanding how different user segments interact with the TV and promotions at different points of time
Step 2 : Competitor’s Research
Researching on Google TV's main competitor's which are Roku TV, Apple TV and Fire TV. Prime focus on subscription entry points, visual treatment and interactions.
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Step 3 : Collaborating
Collaborating with multiple teams across the TV platform - production team, research team, visual design team, marketing team and product team to weigh in the perspectives of stakeholders involved
Challenge Overcome : Having diverse stakeholders involved added complexity to the project. Having continuous feedback loops and having regular 1 on 1s helped in aligning priorities and making
Step 4 : Defining Entry Points
Defining places within the TV interface where we can place these promotions (for eg. for you tab, apps tab etc)
Challenge Overcome : Since these promotions could be anywhere and everywhere in the whole interface, there was directional ambiguity. Gathering insights from all stakeholders and using traction data helped in the decision making process.
Step 5 : Exploring
Exploring various concepts of a possible solution. During my internship, I came up with 90+ explorations for the same.
Step 6 : UXR
Testing concepts across user segments through interviews in focus groups. This helped in understanding user preferences and perceptions regarding promotions.
Challenge Overcome : Promotions and advertisements are both - key Google TV revenue sources and prime user frustrations. Finding the balance between business goals and user experience was vital. UXR concept testing helped in making informed decisions.
Step 7 : Final Solution
Refining on the finalised design by incorporating the insights gathered from the UXR.
Benefits of Design
Cluster and Card Interaction
1. Scalable
a. Can incorporate upto 20 cards and thus 20 promotions
b. One place to view all promotions as opposed to the dismissible banners before
c. Accessible on the home screen and familiar in terms of interaction
2. Content forward
a. Image of the most exclusive show displayed in the card
b. List of most exclusive shows by the platform displayed on active state
3. Reduces user resistance
Reducing user resistance to subscribe for offers by reducing their fear of getting auto - paid
4. Stakeholder Friendly
Utitlizing image proportions and patterns that are friendly to the production team and the developer team.
How will the user discover this cluster?
The Cluster is on the Home Tab on the 5th Row
(Due to various contracts and conditions, the position decided for this cluster was 5th)
The problem?
5th Row does not have much traction from users.
Solution
In a scenarios where the user has not interacted with the offer cluster for moe than 30 days. We shoot a notification on the user’s screen, informing about the offers.
Step 8 : Future Scoping
Priority 2
Adding an “offers tab” within the user dashboard, that directs you to the cluster. This will make the cluster more accessible to the user.
Priority 3
Creating a separate page for offers - in case there are 20+ promotions.
This page could be accessed through the cluster and the offers tab in the dashboard for easier accessibility.
And the added benefit?
Given the substantial volume of offers, we can organize them effectively by categorizing and establishing hierarchies for offer rows based on priority.
For instance,recently expiring offers could occupy the top row, while TVOD (Transactional Video on Demand) offers could be placed in a dedicated row.
How will the user discover this cluster?
The Cluster is on the Home Tab on the 5th Row
(Due to various contracts and conditions, the position decided for this cluster was 5th)
The problem?
5th Row does not have much traction from users.
Solution
In a scenarios where the user has not interacted with the offer cluster for moe than 30 days. We shoot a notification on the user’s screen, informing about the offers.
How did I do?
Here is what my host says about me!
