Foxtel Go App Redesign 3.2.0 - UX Design Process

Project Brief

Foxtel Go is the IPTV solution of FOXTEL, which allows customers to stream live sports events or TV shows anytime, anywhere, on their mobile devices with the Foxtel Go App. The original product designed in 2012 was needing a redesign in 2016 due to the increased content library of FOXTEL, which was impacting the performance and stability of the application.

Project Goals

Improve Stability and experience on mobile devices
Improve content discovery and personalisation
Align design with the iQ3 (Foxtel’s Set Top Box) to showcase the benefits to all
Design approach to Windows 10 and Mac OS

Download

Foxtel Go Lead UX Designer: Juan Cordoba

Responsibilities

User research analysis & user interviews
Usage data, community reviews and customer feedback analysis
Identifying the user needs and persona development
Creating user scenarios and tasks analysis
Design studios with stakeholders for concept ideation
Usability testing for concepts validation

Stakeholder presentations
User interface and interaction design
Collaboration with the business analysts in the creation of detailed requirements
Prototyping and walkthrough with vendors to kick off development
Wireframing and concept design iterations including stakeholder feedback

User Research

The following cores were identified after interviewing users, analysing user behaviours (usage data) and user feedback from the app stores. The improvement of this cores were vital to improve the overall user experience of the product.

Content

• Support better content extensibility by allowing future content growth; like more Live TV channels and more Anytime catalogue.

• Allow users to easily find the content via the "Search" tool. Relevancy on the results needs to be reviewed in order to display the most relevant results to the user at the top.

Features Prioritization

• Improve product performance and stability
• Improve product connectivity ( IQ3/2 + Airplay + Chrome cast)
• Improve Video Quality to HD
• Assure upcoming updates work properly
• Fix internet connection issues
• Improve Accessibility ( Close Captions)
• Support more Android Devices
• Review device management

User Interface & Interaction

• Facilitate finding specific programs via the “Search” tool and intuitive content categories
• Enable users to discover new content that relate to them via personalised recommendations based on their viewing habits (data)
• Facilitate continue watching in Foxtel via “Keep Watching” and “Watch list”
• Improve lean back experience by enhancing the “End of Playback” experience
• Enhance user interaction by making the navigation consistent (vertical scroll to find more content + Horizontal carousels)

Persona Development

Thanks to the findings from the user research the CX Team was able to identify the motivations, needs and main pain points that users were experiencing on the Foxtel Go app

Darren
Obsessive Fan

Motivations

Love the portability and flexibility of accessing my TV content anywhere, anytime. I always bring the iPad to the BBQ to be able to watch the footy.
I’m catching up on “Entourage and I like to watch a couple of episodes every night
I love to discuss the episodes I watched with my friends
I don’t want to miss out on the latest episodes of GOT
I enjoy being the “TV Expert” among my friends
I love to watch and talk about the NRL games with my friends
I spent plenty of time to watching TV

Needs

Find Fox Sports
Be up to date with the latest episode of my favourite shows (GOT and Entourage)
Continue binge-watching Entourage and GOT
To never miss a game of NRL
Easily find all games of NRL

Pains

App often crashes and freezes
Can’t connect to airplay or chrome cast, I’d love to be able to connect my iPad to the big screen.
Can’t find the Footy Channel on PC/MAC
Programs are missing episodes and seasons
I have to search for the next episodes and seasons. They are not right away available
Finding all the seasons of a TV Show is difficult
I have to re-find my favourite programs every time I open the app
I’m watching GOT and Entourage and I can’t keep track of my viewing progress for those shows

Currently Watching / Last watched

Game of Thrones & Entourage
NRL

Judy
Occasional Watcher

Motivations

Love the fact that I can watch my favourite show “Cosmos” in the iPad while my husband is watching the rugby the big TV in the living room
Enjoy being able to access my Foxtel content when we are traveling or on holidays.
Love to kill time watching TV on the iPad when waiting in the airport. Times flies when you watch something…
I hope to find “Quality” well produced shows in Foxtel that are worth to watch…
I hope to find the movie my friend recommended me
I fear to waste my time watching something I won’t get something out of.

Needs

Find and Re-find my favourite channel ASAP
Find and Re-find my favourites shows easily
Good recommendations that are close to my taste
Easy way to find specific/niche content

Pains

Only 3 registered devices is not enough for my family
Search does not work properly, I typed a movie and I couldn’t find it in the results, then I went to A-Z and it’s there…
Latest Update broke the app
Most of the content is irrelevant to me
Finding “Quality” content that relates to me is hard
No close captions
My husband can’t install the app on his Android tablet because it’s not supported
Poor video quality…

Currently Watching / Last watched

Schindler’s list
Cosmos, A Spacetime Odyssey

Melanie
Restless Browser

Motivations

Relax and unwind in bed watching TV in the iPad after the daily chores are complete and kids are asleep.
I hope to discover the new “Popular” shows
I love when the kids simply get entertained watching TV in the iPad and I get some free time for me
I like to kill some time watching TV on the weekends
In the lunch break ( At work ) I look for movies to watch on the same night

Needs

Help on deciding what to watch, show me good content for me
Quickly Find something “Cool” to watch now!
Quickly find the program that the kids love
Make sure the kids do not watch inappropriate content

Pains

I can’t decide what to watch
Sometimes the app does not detect my internet
I flick through channels for hours
Browsing and browsing is a pain
I often tune into channel when the program is halfway through
App logs me out and I need to Re-login and I often forget my password
I can’t find the big bang theory anymore, It was there before and it seems to be removed…

Currently Watching / Last watched

NYC Real Housewives
Big Hero 6

Ideation + Wireframing

Thanks to the insights from the user research the CX Team was able run several Design Studios (Workshops) with stakeholders to start sketching some ideas of possible solutions. Then we started with the wireframing and socialisation of the concepts with all departments in the company.

Usability Testing

The wireframes were tested with 5 users who gave us valuable feedback and helped us to identify potential issues in the interface and navigation.

Go to Prototype

UI Design

The UI Design challenge was to bring the experience closer to the IQ3 (Foxtel set top box) as well as simplifying current features and integrating seamlessly the new ones.