AT&T TV
How do we win back cord cutters?
Traditional DIRECTV Satellite subscribers numbers have been shrinking. “Cord cutters” people who cancel their cable or satellite subscriptions rarely resign up for service after they leave. AT&T merged with DIRECTV and wanted to create a new product for the growing streaming market.
The Challenge
AT&T needed an alternative product for cord cutters.
How do we entice new younger customers to subscribe? How do we compete in an increasingly competitive streaming landscape?
The What
Create a new streaming platform from the ground up that will attract younger subscribers. Leverage powerful recommendation engine.
The Teams
My role, Associate Director UX
My teams UI, UX / UX research, Copy writers
Partner teams, 10 +Engineering, Product Management, Industrial Design, Product Marketing, Advertising, Legal
The Work
Design an entire streaming platform
Create a VOD (Video On Demand) first experience
Integrate next generation algorithm for content discovery
Showcase short form video picked by recommendation engine
My Focus
Maintain design consistency and quality across FireTV, Tizen, Roku, Android, Xbox and web
Oversee global UX, UI, copy team
Support UX/UI agency
Partner with global engineering teams
Create sponsorship and advertising opportunities across the platform
The Results
2 Million new subscribers in the first year.
AT&T TV launched on time.
Live TV with news and sports focus met user expectation.
The Product
AT&T TV streams on all devices as well as it’s own propitiatory set top box. AT&T TV was a massive team effort to provide our customers a streaming alternative to cable while still maintaining the feel of the premium the DIRECTV experience. There was a refocus and redirection of the project 9 months prior to launch. In the end we pivoted the product to provide the customer experience our users where asking for.
Product Hypothesis
If we create a streaming app that focus on short form targeted video On Demand then we will grow a younger audience.
10ft Streaming App
AT&T TV works on FireTV, Roku, Xbox, web, Tizen. I created deltas per device and applied best practices based on each platform. All UX remained familiar across different devices.
Mobile Streaming App
AT&T TV works on FireTV, Roku, Xbox, web, Tizen. I created deltas per device and applied best practices based on each platform. All UX remained familiar across different devices.
Sponsored Collection
AT&T TV works on FireTV, Roku, Xbox, web, Tizen. I created deltas per device and applied best practices based on each platform. All UX remained familiar across different devices.
Sponsored Carousels
AT&T TV works on FireTV, Roku, Xbox, web, Tizen. I created deltas per device and applied best practices based on each platform. All UX remained familiar across different devices.
Results from in Market DIRECTV NOW
DIRECTV NOW launched while we were in production on AT&T TV. The data received showed a major contrast with the original hypothesis. Who our audience was and their TV viewing was not what was expected. Our subscription price being higher than other streamers reduced our ability to attract a younger audience.
Less then 3% of users watched VOD (Video On Demand).
95% of playback is for live shows initiated from the program guide.
Our Streaming subscribers are the same demographic as the satellite users.
Program Guide was moved to the first position. What’s on Now has highest priority in the carousel.
Continue Watching higher in priority,
Design Updates Post Research
After reviewing the data we needed to redesign based on the new information. The target user was now older (40+) higher income and consumed live news and sports. Video On Demand was not a priority with this customer. With a Q4 release date looming we immediately updated design to met customer need.
•Redesign with our traditional user in mind
•Quickly pivot to meet original deadline
•Redesign with Live TV being the focus
•Review all new metrics from current streaming product
•Get users to Program Guide faster
•Showcase sports
Sports displayed higher in priority,