Customer Experience Consultant
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Fox Sports Onboarding

Key elements of role

 

Customer experience strategy | Research | Analytics | Stakeholder Management | Stakeholder workshops | Customer insights | Analytics | Customer Interviews | Competitor Analysis | Guerrilla Testing | Wireframe | Interactive Prototype | Creative Direction | Uplifting skills

 
 

The problem

How to reimagine the registration and on-boarding process for new Fox Sports customers for web and the Fox Sports app. In addition, a problem to solve for was how to engage and onboard dormant members.

A senior stakeholder realised registration and the on-boarding process was an area Fox Sports could significantly improve upon as this was an area that had not been addressed for some time. The senior stakeholder had the desire and wanted the audience to experience an on-boarding process that was intuitive, fun and frictionless.

 
 

Discovery

One of the tracks of work I was tasked to lead at Fox Sports was Personalisation. I had previous experience in this area, having worked on the Optus digital transformation, and relished the challenge. With personalisation, the on-boarding process was one of the first user experiences to be reviewed and tackled.

The on-boarding process research conducted during this three-week sprint comprised of stakeholder interviews, co-design workshops, customer interviews, surveys and landscape reviews.

Part of the research carried out during this three-week sprint consisted of stakeholder interviews, customer interviews, online surveys, co-design workshops and landscape reviews. The landscape review included on-boarding from various industries, including product on-boarding.

SWOT analysis (strengths, weaknesses, opportunities, and threats) and co-design ideation sessions where held at the FOX Sports HQ. In addition to SWOT analysis, needs, key goals, features and interactions were determined and identified.

 
SWOT analysis

SWOT analysis

 

Define

The UX strategy was to create a tiered commercial model for customers ranging from free to premium while getting the best experience from their chosen selection.

The on-boarding of customers would be handled in a visually enhanced and easy to follow progressive manner. From choosing either a team sport (e.g. football, cricket) to an individual sport (e.g. tennis, Formula 1) the customer could select how much information they wished to be personalised. Further customisation of these choices could be made via alerts and notifications.

 
 

Ideation

Working from strong pen and paper concepts, we moved quickly into low fidelity wireframes using Sketch. Sketched ideas across mobile, tablet and desktop were converted into wireframes. We wanted the on-boarding process to be seamless, fun and efficient across any chosen device. As the approach was component-based design, creating wireframes for device type was simple, speedy and straightforward.

As a primary task of on-boarding is to bring a customer on a journey, the wording had to be 'on point'. As we didn't have a dedicated UX copywriter, I knew I would have to brush up on those skills. I have found myself in that position before, and as the project was to reimagine the on-boarding process, I also wanted to address the voice and tone and hopefully inject some humour of the tongue-in-cheek nature that would resonate with sports fans.

 
It all starts with sketches, pen and paper

It all starts with sketches, pen and paper

Desktop version showing the on-boarding process of a single player sport (F1) versus a team sport (NRL)

Desktop version showing the on-boarding process of a single player sport (F1) versus a team sport (NRL)

 

Prototypes

From the mobile and desktop wireframes built in Sketch, interactive prototypes were created using Invision. The interactive prototypes would be presented to customers for usability testing using usertesting.com as this platform supports moderated, unmoderated and remote testing. Such a great tool! A tool that can capture the qualitative data that your product demands.

 
Variants of the mobile on-boarding experience. These wireframes were built out as interactive prototypes for usability testing

Variants of the mobile on-boarding experience. These wireframes were built out as interactive prototypes for usability testing

Desktop example of the low fidelity wireframes that would be presented to users

Desktop example of the low fidelity wireframes that would be presented to users

 

Test and learn

Five one-hour face-to-face interviews were held with participants' given task-based scenarios across device types. The feedback from these sessions went into another round of iteration that would result in an MVP.

Launch

The reimagined on-boarding process was well received, from customers as well as the product sponsor. The research and user experience strategy for on-boarding has been applied to the Kayo Sports platform. It's very encouraging that the work undertaken can be scaled and implemented onto such a huge platform.

 
 

Outcomes

Customer experience strategy and research led to on-boarding and personalisation experience being implemented on the Kayo Sports platform

Customer experience strategy for subscription was adopted by other parts of the business within News Corp Australia

The ability to move effortlessly from UX to visual design components using Sketch with the introduction of the component library

Introduction of Fox Sports Design Language System

Uplifting skills of Fox Sport teams in agile principles


Allowed fan research to lead and mould design decisions

 
 

Major achievements:

• Running a Design Thinking workshop across the digital business 


• Successful stakeholder buy-in for new products after identifying digital and commercial opportunities


• Customer experience strategy and research led to on-boarding and personalisation on the Kayo Sports platform

Tools & tech stack

  • Pencil & paper

  • Whiteboard

  • Hotjar

  • CrazyEgg

  • surveymonkey.com

  • Keynote

  • Trello

  • Guerrilla testing

  • Sketch

  • Invision

  • usertesting.com

Client

Fox Sports Australia