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Millions of happy customers

but cross-platform usage revealed a disconnect

Customers weren't really engaging with features designed to support a seamless entertainment experience across devices, from home to work to school and everything in between. 

Things customers weren't doing

Things customers weren't doing

Things customers weren't doing

  • Engaging with new content through curated, data-driven recommendations 


  • Building a custom guide with favorite channels for quick access to your go-to live TV shows


  • Scheduling, watching and managing recordings across devices


  • Saving titles to watch later with one button press 


  • Watching On Demand titles while on the go


Things customers were doing

Things customers weren't doing

Things customers weren't doing

  • Watching live TV


  • Using some features on a primary platform, usually TV, but sticking to live TV on a secondary platform, which was usually a mobile device  



Defining the problem

Content inventory

  • We audited the UX across web, mobile and TV platforms, including iOS, Android, Roku, Apple TV, Samsung TV, Xbox and cable box
  • Uncovered discrepancies in terminology, logic and UI patterns across platforms

Hypothesis

  • We suspected the discrepancies in terminology, iconography and patterns could be contributing to low engagement. 

Approach

  • Unified terminology, iconography and patterns could improve cross-platform engagement. 
  • Displaying the most important info in consistent locations will help customers get to content faster. 

Ecosystem mapping

Devices, content types and states

Devices, content types and states

Devices, content types and states

  • Platforms and devices: 1) Apple TV, 2) Roku, 3) Samsung TV, 4) Xbox, 5) iOS, 6) Android, 7) spectrumtv.com and 8) the cable box
  • Stream types: live TV, future live TV, on demand, DVR, transactional...
  • Content states: watched, recorded, blocked, purchased, rented, etc. 
  • User states: subscribed, unsubscribed, out of home, out of market,  



UX and technical debt

Devices, content types and states

Devices, content types and states

  • Document technical capabilities and constraints, gaps in cross-platform logic


  • Identify common patterns and map out changes required to align UX for maximum scalability

Defining a universal hierarchy

Surfacing the most important info and aligning each template to also include important info in consistent locations. 

    Designing global taxonomies and metadata

      Speaking the same language

        Impact and scalability

        We helped improve the TV-watching experience for millions of people. We created cross-platform UI components, labels and patterns the customer could rely on when interacting with content. 


        We  organized similar components in similar locations from screen to screen across platforms. With the right info in the right places: 


        • Customers were more comfortable using the app on multiple devices
        • We gained a deep understanding of our catalogs, services and capabilities 
        • Design and dev time decreased with reliable templates specific to each platform

        As it's evolved, the logic remains a guiding light in Spectrum's product design lifecycle. 

        This work is now a core design system pattern

          A glimpse of what was

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