Foxtel Play

The challenge

Foxtel customers without a set-top box can subscribe to Foxtel Play to stream live sport, episodes of favourite shows or movies on demand on a range of different devices. Users found the offering confusing and were not signing up, resulting in the streaming service failing to meet revenue targets.

What we did

Visual redesign

• Redesigned the homepage and key sign up process

• Improved presentation of the internet TV solution as an alternative to customers ineligible for standard Foxtel installation

• Highlighted the brand personality by using characters from Foxtel programs

• Amplified value and benefits to new customers.

Hi-fi prototype/user functional specification

• 3 rounds of usability testing with 18 individual participants

• Improved language and terminology through testing alternate copy

• Supplied detailed layered design files for responsive template build in Adobe AEM.

My role

Design Lead, as Creative Director for Boomworks:

• Creative Direction and copywriting

• User centred design driven by data and customer needs

• Stakeholder collaboration and presentations.

Outcomes

• In the first month after launch, signup had increased by more than 65%

• Improved SUS and NPS scores

• Very happy client.