"How could BT TV get more people thinking about the service when it came to choosing what content to watch?"
We set out to help answer this and expand their position within the payed TV market by reimagining their TV and video on demand service; redesigning the Set Top Box Player, responsive websites and native apps with a more fluid and consistent experience for customers across the platforms.
By analysing the existing platform, business requirements, market competitors, and gathering user research including focus groups, we identified key pain points to improve and effectively serve the needs and goals of customers. From these insights, we proceeded to map out the end-to-end experience and create a framework that facilitated better content discovery and aided users around the multiscreen viewing scenarios and behaviour.
Over the course of several months, we began a cycle of designing, prototyping and user-testing on the various platforms and devices at different stages of the project. Collaborating with the wider team and an external agency, we shared progress and reviewed the designs with stakeholders while working closely with the engineers around delivery as we built out features. Iterating on the designs after each design sprint and making changes from the results of user testing.
We prioritised various features based on user preferences and how the design and experience would differ within each platform, from content discovery and playback, through to the Linear viewing experience including the TV guide and ability to record Linear programmes on the go.
A second phase of the project consisted of designing new functionality, including the ability to download for each platform and purchase or rent movies and shows online. Meanwhile extending the product reach to new platforms including, Chromecast, Amazon Fire and Apple TV and Smart TV’s as part of an ongoing strategy.