Key elements of role
Customer Experience Strategy | Research | Analytics | Stakeholder Management | Stakeholder Workshops | Customer Journey Map | Customer Insights | Customer Interviews | Competitor Analysis | Guerrilla Testing | Wireframe | Interactive Prototype | Creative Direction | Uplifting Skills
The problem
How to reimagine the registration and on-boarding process for new Fox Sports customers for web and the Fox Sports app. In addition, a problem to solve for was how to engage and onboard dormant members.
The business realised registration and the on-boarding process was an area Fox Sports could significantly improve upon as this was an area that had not been addressed for a number of years. There was a desire and want for the audience to experience an on-boarding process that was intuitive, fun and frictionless.
Discovery
One of the tracks of work I was tasked to lead at Fox Sports was Personalisation. I had previous experience in this area, having worked on the Optus digital transformation, and relished the challenge. With personalisation, the onboarding process was one of the first user experiences to be reviewed and tackled.
The onboarding process research conducted during a three-week sprint included stakeholder interviews, co-design workshops, customer interviews, surveys, desktop research and landscape reviews.
SWOT Analysis (a research method that focuses on strengths, weaknesses, opportunities, and threats) and co-design ideation sessions were held at the FOX Sports HQ. In addition to SWOT analysis, needs, key goals, features and interactions were determined and identified.
SWOT analysis in action
Define
The UX strategy was to create a tiered commercial model for customers ranging from free to premium while getting the best experience from their chosen selection.
The on-boarding of customers would be handled in a visually enhanced and easy to follow progressive manner. From choosing either a team sport (e.g. football, cricket) to an individual sport (e.g. tennis, Formula 1) the customer could select how much information they wished to be personalised. Further customisation of these choices could be made via alerts and notifications.
Ideation
Working from strong pen and paper concepts, myself and the team moved quickly into low fidelity wireframes using Sketch. Sketched ideas across mobile, tablet and desktop were converted into wireframes. The on-boarding process needed to be seamless, fun and efficient across any chosen device. As the approach was component-based design, creating wireframes for device type was simple, speedy and straightforward.
As a primary task of the on-boarding process was to bring a customer on a journey, the wording had to be 'on point'. As the team didn't have a dedicated UX copywriter, I knew I would have to brush up on those skills. I have found myself in that position before, and as the project was to reimagine the on-boarding process, I also wanted to address the voice and tone and hopefully inject some humour (where possible) that would resonate with sports fans.
It all starts with pen and paper sketches
Desktop version showing the on-boarding process of a single player sport (F1) versus a team sport (NRL)
Prototypes
From the mobile and desktop wireframes built in Sketch, interactive prototypes were created using Invision. The interactive prototypes would be presented to customers for usability testing using usertesting.com as this platform supports moderated, unmoderated and remote testing. Such a great tool! A tool that can capture the qualitative data that your product demands.
Variants of the mobile on-boarding experience. These wireframes were built out as interactive prototypes for usability testing. These wires show the ‘full view’, the tested version used the progressive disclosure technique, only showing the user one item at a time.
Desktop example of the low fidelity wireframes that would be presented to users
Test and learn
Five one-hour face-to-face interviews were held with participants' given task-based scenarios across device types. The feedback from these sessions went into another round of iteration that would result in an MVP.
Launch
The reimagined on-boarding process was well received, from customers as well as the product sponsor. The research and user experience strategy for on-boarding has been applied to the Kayo Sports platform. It's very encouraging that the work undertaken can be scaled and implemented onto such a huge platform.
Outcomes
Customer experience strategy and research led to on-boarding and personalisation experience being implemented on the Kayo Sports platform
Customer experience strategy for subscription was adopted by other parts of the business within News Corp Australia
The ability to move effortlessly from UX to visual design components using Sketch with the introduction of the component library
Introduction of Fox Sports Design Language System
Uplifting skills of Fox Sport teams in agile principles
Allowed fan research to lead and mould design decisions
Major achievements:
• Running a Design Thinking workshop across the digital business
• Successful stakeholder buy-in for new products after identifying digital and commercial opportunities
• Customer experience strategy and research led to on-boarding and personalisation on the Kayo Sports platform
Tools & tech stack
Pencil & paper
Whiteboard
Hotjar
CrazyEgg
surveymonkey.com
Keynote
Trello
Guerrilla testing
Sketch
Invision
usertesting.com
Client
Fox Sports Australia