Up until now, Kayo users hadn’t been introduced to the Streamotion branding as the parent company for all their streaming services.
We added contextual education throughout the sign-up journey to let users know they might already have an account with Foxtel and would need to use those credentials.
Improvements
13 sign up journeys were responsively designed for.
UX improvements were made to the offer page and multiple steps of the journey.
We introduced better copy, CTAs, content marketing sections, and subscription plan comparisons to:
Clear up any confusion users had between the plans.
Entice new users to subscribe by showcasing enticing content in front of the paywall.
Inform existing Kayo or Binge users about their offer entitlements in other products within the portfolio.
User research
We conducted user testing with 24 participants.
We used 3 prototypes to test different sign up journeys.
We tested new customer journeys with recruits from Askable.com who fit a specific demographic.
For returning and existing customer journeys, we tested with current or former Kayo users.
We used a high-fidelity prototype with the Binge UI to gather feedback on the product before its market launch.
New user customer journey prototype used during user testing.
Returning and existing customer journey prototype used during user testing.
Working with the rest of the design team, I co-facilitated 20+ usability tests across various flows.
We iterated on the flows and the prototype between tests whenever clear trends emerged.
Usability tests included:
iMotions eye tracking
Scripted tasks and questions
Card sorting
Ranking
A/B testing
Results
75
%
Over
Of participants understood the Streamotion parent company branding and felt positively about it.
1
Column in the plan comparison matrix was removed because less than 25% of participants understood the information after 3 iterations
90
%
Over
Of participants were able to complete their sign up journey, with some return users experiencing confusion at the secondary offer page after sign in.
4
Users experienced difficulty with the contrast of the copy over the background.
The UX team recommended a higher contrast complying with AA standards.