TalkTalk TV STB UI

The problem identified

Talktalk has just completed the acquisition of Blinkbox, the online purchase and rental VOD company and it now has to restructure the whole catalogue of Movies and TV series.

The current STB user experience and interface needs an almost complete overhaul in order to not only accommodate the new titles but to offer the user a seamless and intuitive user experience.

The goal of the project

The goal of the project was to offer users a brand new immersive interface for the TalkTalk TV Store capable of showcasing the latest cinematographic contents in an efficient and effective way, which would engage with potential new users whilst allowing them to navigate a vast catalogue of the last movies and tv series from the comfort of their couch.

KPIs

To increase users subscriptions to VOD packages
To drive a younger audience to join TalkTalk TV
To decrease churn rate

How we planned to solve it

Working in Agile we set up a team of four including UI / Visual Designer, PM, back end and front-end developers.

The process put in place to develop the feature is as follow:

- DISCOVER – Background Research / User interview / Competitive analysis
- DEFINE – Feature prioritisation / User persona / Costumer journey
- DESIGN – Wireframe / Visual mock-up / Prototype
- TESTING – Usability testing / User testing sessions / A-B testing
- DELIVER – Pixel perfect visuals / Interactive prototype / Assets ready for devs

Information Architecture

User Experience

How I measured success data analysis

Following the launch of the new STB UI/UX we collected the following data:

7.2% increase

of users’ subscriptions to VOD packages (sports most popular)

3.2% of new subscribers

in the 20 to 30 years old demographic group (predominantly male)

1.8% churn rate

decrease since the new STB user interface was launched

DESCRIPTION

TalkTalk TV the Set Top Box Experience, the project I was tasked with consisted in creating a brand new immersive interface for the TalkTalk TV Store capable of showcasing the latest cinematographic contents in an efficient and effective way, which would engage with our users whilst allowing them to navigate a vaste catalogue of the last movies and tv series from the confort of their couch.

Information Architecture

Backbone of the project it servers to define and visualise how the several elements and areas of the whole experience are categorised and organised hierarchically. Mapping out the IA is crucial to make sure that all of the main functionalities and areas of the wider business are present and connected in the most effective and simple way.

UX

I’ve research, analysed and compared the best cases of similar UX Design solutions to the project’s final brief whilst considering both internal and users’ requirements in order to help me identify risk assumptions early and swiftly, avoiding to waste up time for a final solution that doesn’t satisfy the users nor the company’s goals and vision.

UI & Visual Assets

Visuals of the STB UI prepared for the final prototype to be presented internally to the engineering team in order to understand if there could have been any last tweak or last remaining feasibility issue.

TARGET AUDIENCE

Both male and female audience, between 16-45 yrs old.

CLIENT

TalkTalk TV