Role
Lead Product Designer
Contribution
Visual direction, UX, content & product strategy, design system, user research and testing
Tooling
Figma, Azure
Duration
12 Months
Overview
To redesign the BT TV user experience, ensuring it meets modern user expectations by offering an intuitive, personalised, and seamless interaction with content and features.
Goal
Process
- Research
- Ideation
- Design
- User Testing
Research
Surveys: Gauge user satisfaction and expectations from the BT TV experience.
Interviews: Conduct in-depth discussions with 20 users across demographics to uncover qualitative insights.
Analytics Review: Analyse existing BT TV usage data to identify common behaviours and drop-off points.
Competitive Analysis: Study competitors like Sky, Virgin Media, and streaming platforms like Netflix and Amazon Prime.
Key Findings:
- Users struggle with content discovery due to overwhelming options.
- The interface feels outdated compared to OTT platforms.
- Families want user profiles and parental controls.
- Accessibility features need improvement (voice control, larger text, etc.).
Ideation
User Journey Mapping
- Highlight key moments in the user journey: onboarding, searching for content, setting up preferences, and interacting with live and on-demand content.
Problem Statements
- “How might we simplify content discovery for users overwhelmed by options?”
- “How might we provide a personalized experience for different family members?”
- “How might we improve accessibility for a wider audience?”
User Testing
Methods
- Conduct usability tests with 15 participants using prototypes.
- Test scenarios like:
- Setting up a user profile.
- Finding a movie in less than 30 seconds.
- Adjusting parental controls.
- Testing voice search functionality.
Metrics
- Task Completion Rate: Percentage of tasks completed successfully.
- Time on Task: How long users take to complete tasks.
- Error Rate: Frequency of user errors.
- Satisfaction Score: Post-task surveys on ease of use and design.
Key Insights from Testing:
- Users appreciated personalised recommendations but wanted manual adjustments.
- Voice search worked well but required better contextual understanding.
- The onboarding process was too long; simplify it with progressive disclosure.
Results
Average time to find content reduced
Conclusion
The redesigned BT TV experience bridges the gap between traditional TV and modern OTT platforms, offering users a streamlined, personalised, and inclusive interaction with their entertainment.
Case Studies
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