Stream+ Subscription Service Launch
An exciting new product bundle was coming to market and our team needed to create the landing page and incorporate this new service option into the existing configuration experience.
Client: Telus (in-house)
Role: Design Lead
Date: 2021-2022
Site: https://www.telus.com/streamplus
OVERVIEW
The Challenge
Telus was launching a first-of-its-kind streaming bundle for our Canadian customers. For a discounted price customers would get access to a bundle including Netflix Premium, Apple TV+ and Discovery+ and were able to migrate existing accounts with any of those streaming platforms over to this new bundle making it a seamless and more affordable transition. It was our job to create the landing page to explain the service and generate excitement while also integrating a new step for add-ons into our configuration experience.
As the design lead for the Mobility team I oversaw the team and led the design initiative for the launch of this product.
UNDERSTANDING
Why Are We Doing This Though?
1. Expanding our portfolio of entertainment services
Competition is fierce in Canada's telco landscape and it's imperative to continue evolving our services to better suit our customers needs.
2. Moving towards subscription pricing models
Telus was making a shift from contract / financing based pricing and moving towards a subscription model with no cancellation fees, giving customers added flexibility. This product was the first in Telus' portfolio to be subscription based.
3. Becoming a full-service communication and entertainment provider
As customers have moved away from traditional TV, this new offering allows customers across the country to continue getting all their entertainment and communication needs from one source they trust. Consolidating services for ease of use and peace of mind.
Leveraging available information
The Approach: Our How and Why
Telus has a long history of offering TV service and streaming through their Optik TV platform in the western provinces. Thanks to existing analytics, user research and robust competitive analysis we had a deep well of data to leverage. A key user insight that drove our approach is that while customers recognize and are drawn to specific shows they are frequently not as clear on which service those shows reside, especially as the streaming service landscape has only grown more crowded.
We wanted to create an experience that highlights the most popular offerings across the services and then reinforce the value of Stream+ by highlighting the discount of the bundle.
OUR HYPOTHESIS
Know the Customer
Speaking to customers on their terms will drive adoption. don't try to change their mental model, instead work within it.
Collaboration: Teamwork Makes the Dream Work
With our wires providing a strong foundation we continued to refine the experience and move to high fidelity to further iterate on the content and key components. A key ritual for us is a collaborative jam session involving the project team, the entire mobility design team as well as our stakeholders. In this session everyone puts stickies on what's working, what's not working and where they see additional opportunities. Both on our design concept as well as competitor experiences.
This has proved to be an extremely beneficial process for us as it quickly and efficiently generates plenty of comments, thought starters, tweaks and recommendations to play with! Additionally it does an excellent job at cultivating buy-in and ownership amongst our stakeholders as they feel more like participants in the process.
The Refined Landing Page
BRANDING
The Brand Creative
Our team had the opportunity to help define the brand creative for the new service. We went through several iterations as I pushed our designer to think more about the storytelling and the brand moment of these services coming together with Telus. As the visual evolved we struck a balance between showcasing popular streaming shows, contextualizing the experience within a device, incorporating the brand, and lastly including logos to call out the individual streaming services. This key creative was also used across social media at the time of launch.
The Configure Experience
Incorporating Stream+ Into the Buy Flow
Alongside the creation of the landing page and refinement of the marketing campaign imagery, we also concepted and implemented the selection into our mobile configuration flow. As the design lead for the team I was responsible for the configuration flow and handled this additional step myself. We initially explored several methods of presenting a new suite of services and offers. Our earliest concepts were before the streaming partners were finalized and there was potentially a wider range of additional services being offered. The card styling, labeling and general hierarchy is all consistent with the config flow, as we needed to ensure whatever we added would fit seamlessly into the existing experience.
As the project evolved, the scope of additional services narrowed and the streaming partners were finalized, I was able to sharpen the designs to a final concept. The last piece was deciding where in the flow this step would be presented and through user testing we landed on the final step (at the time) in the flow. As the core configuration experience is focused on a customer choosing and customizing their phone, selecting a price, their plan and lastly warranty. Something like an additional streaming bundle is outside the mental model a customer is entering with so we wanted to ensure we didn't distract them from their core task.
THE RESULTS
Those Who Saw It, Wanted It
The rate of users adding Stream+ on our Configure experience was 20.4% for those that view the Stream+ landing page in their visit, +848% higher than the attach rate overall.
Lessons Learned
Retrospective
This was one of my first projects as a design lead and I'm still extremely proud of the work we did. It was an exciting opportunity that allowed me to shape not just the promo page but also the shop experience and continue to build out the system and templates of Telus' configuration. I leanrned a ton about working with and managing a team. Thanks to everyone involved, Jamie, Lynne, Zafeer, Nick, Vikas, Frances, Ruchi, and Matt.
Use Every Tool At Your Disposal
We were very advantageous to have a corporate history of selling this kind of product. We were able to lean on the team responsible for that, access their data and take in a ton of learning that we would've otherwise been gathering from scratch. Take advantage of what's available to you and make it work for you!
Where The Ideas Come From
There was a lot of democratization of the creative process on this project. I didn't put my foot down on a direction because "I say so". I worked with my team, helping to guide and shape their idea to the best possible version it could be. I wanted to lead my team, not simply dictate directions.
