EE_TV_Main

PROJECT OVERVIEW
Worked with Empathise design agency to provide internal design consultancy for EE TV. My role was to lead from a UXD point of view working collaboratively with EE management and Netgem (a ‘white label’ product provider based in Paris) to deliver a television experience that matched both EE and customer requirements.

EE TV successfully launched in November 2014.

Below is a snapshot of my work below to convey the thinking behind some of my deliverables.

CLIENT
Empathise design agency | EE | 2014

MY ROLE
UXD Consultant.

DELIVERABLES
Continual analysis and feedback for TV, native Apple and Android app experiences for mobile and tablet. User-testing, IA, user-flows, wireframes and prototypes.

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1. CURRENT SET TOP BOX (STB) EXPERIENCE ANALYSIS 
Analysis of current STB product with conclusions and usability improvements. I presented this back to EE management and worked with Netgem to improve their product for EE’s requirements.

1_initial_analysis

2. WORKSHOP TO UNDERSTAND CUSTOMER PURCHASE EXPERIENCE
Workshop to understand customer purchase concerns

3. CONDUCTED GROUP USER TESTING SESSIONS
Delivered conclusions document and presented back to management to prioritise improvements.

User Testing Results Document

4. IN-CONSISTENCY ANALYSIS 
One improvement was to simplify the experience to remove confusion and feeling disorientated which was being caused by multiple layouts and screens. These screens showed the same content but were accessed and displayed in different ways. Below, I mapped out all in-consistency in layout, access points and design patterns across the experience to then reduce customer options and simplify the IA.

3_inconsistency_analysis

5. PROPOSED CTA GUIDES
This was to remove confusion regarding CTAs and inconsistency in how key CTAs are displayed. This offered clearer, consistent rules to be used across the whole experience.

Button Guide

Button Logic Option 2

6. IMPROVING GRID AND NAVIGATION LOGIC 
Grid navigation was confusing and dis-orientating (below), the navigation logic and order did not match customer expectations.

Previous Grid Nav Logic

The solution was to deliver a more logical navigation between grid sections and elements within each section as well as improving signage. This was then prototyped to confirm and reinforce recommendations.

Grid Nav Logic Whiteboard

Grid order navigation rules

On state sections

7. IA IMPROVEMENTS
This included greater consistency when accessing main screens, more direct access to content, clearer terminology and sorting options, removing screens which were nice to have but ultimately confused and disorientated where the customer was within the experience.

IA improvements

8. SUCCESSFULLY LAUNCHED IN NOVEMBER 2014
With prioritised functionality and a roadmap for future releases.

9. EE VIDEOS TO SHOW FUNCTIONALITY AND MARKETING

Explaining functionality

The TV Advert

 

MY CLIENT’S RECOMMENDATION

 I worked with Michael for several months, during the early stages of the EE TV project. Throughout that time, I was impressed with the way in which Michael always held the customer at the heart of his decision making and was passionate about user testing and listening to ‘real’ feedback from the target audience. He has been instrumental in making the EE TV service as simple to use as it is today and I’d happily work with him again.

Adam Child, Development and Launch Consultant – EE TV (Now Operations Director at Netgem).