Foxtel

Website redesign 2015

The challenge

Foxtel wanted to enable a wider range of online services on their website. Their website was not reaching its potential in customer acquisition and was failing to highlight value to existing customers. Our challenge was to redesign the website with new features to provide a rich and interactive experience for customers to explore and purchase a range of Foxtel products.

What we did

Visual design and templating

• Revolutionary design and triage of Get/Got concept

• Contextualised the pricing & packaging using appropriate genre imagery

• Highlighted the brand personality by using characters from shows

• Amplified key account benefits to existing customers

Hi-fi prototype, usability testing and functional specification

• Streamlined design and test across two dedicated teams

• 11 rounds of usability testing with 78 individual participants

• Improved language and terminology through testing alternate labels

• Supplied detailed layered design files for all template build

“One of the best sites I’ve ever played with on mobile. No lie! You’ve gotta be over the moon. Massive congratulations.”

– Ed Smith, Foxtel CMO

My role

Design Lead, as Creative Director for Boomworks:

• Creative concepts and copywriting

• User centred design driven by data and customer needs

• Supporting all UX activities - workshops, research, usability testing and analysis

• Design guidelines focussing on Foxtel brand personality and WCAG accessibility

• Leading Boomworks’ visual design team

• Stakeholder collaboration and presentations.

Outcomes

• Get/Got concept became central to Foxtel strategy and growth, and still is referenced as industry best practice

• An engaging sales process for new customers and improved retention

• Quality of website design shifted user attitude from detractors to high promoters

• Grade-A usability scores across the entire redesign

• Increase of 34% in SUS from 67.5 to 93.3

• Increase of 282% in NPS from -33.3 to 60.