Designing One-Stop-Shop Experience for 70 Million Indians

An insight into re-designing the DTH app journey making it simpler for the users to manage their plans through their television sets.

Stats & Impact

One-Stop-Shop for DTH users

Customer experience being the paramount concern urged us to re-design and create a one-stop-shop application for our DTH users where they could indulge in a range of activities like changing their plans to managing their Airtel accounts directly from their television sets.

Every product development is like a journey undertaken with a number of directions involved that converge to a final destination point. It involves back and forth, rerouting, misses, and eventual hits.

This journey was no different and one worth sharing.

Who did we re-design for?

To begin the process of re-design, I had to first identify, who are we re-designing for?

The project was conceptualized for our DTH non-internet satellite box users. I studied and analyzed various customer personas before undertaking the re-designing endeavor. The data for the same cannot be disclosed here as per our data privacy policy.

Our aim was to improve the users’ experience by addressing & dissolving their pain points regarding the use of our DTH box.

How do people watch TV?

The first step to undertaking the re-design project was to identify how people use their television sets in general and what guides them to make decisions. I focused on three kinds of behaviors/mindsets before venturing into the re-design process:

Approach Mindset: While searching for a plan or pack, the users are in exploration mode. It is essential to make this exploration easy and keep the next option readily reachable.

Avoidance Mindset: When a user has made up their mind and is about to make payments, it is important to eliminate doubt-creating elements that could cause dropoffs.

Ergonomics of TV viewing: It was essential to consider how people physically engage with devices like television sets, which is a lean-back device. Lean-back devices require a lower density of information. A person’s positioning in relation to the screen affects the perception of size.

Current Product Performance

Re-designing a product means re-working or modifying an already existing product. In this endeavor, it is important to closely analyze the existing product before making changes, to develop a meaningful design that is an upgrade.

To understand the current product performance and pain points, I performed a heuristic evaluation. Heuristic evaluation is a process based on Jacob Neilsen’s ten general principles for interaction design. To make a product accessible and usable for everyone, these 10 principles need to be adhered to.

Post the evaluation, I discovered 4 points we needed to improvise on:

Moreover, I considered 4 key insights accumulated through the users before starting the redesigning process:

I also had to keep in mind the limitations that come along with DTH non-internet satellite box in order to create a re-design plan to work around those limitations.

Technical Limitations

In the era of high-end devices and high-speed internet, designing something that runs on satellite signaling, has no internet, and has minimal internal memory was a challenge. Following were the major limitations that had to be kept in mind:

Final Solution

Post my evaluation of the existing product, customer insights, and limitations that had to be navigated through, I re-designed the One-Stop-Shop by adding the following features to make it more user-friendly as well as business-friendly.

To improve accessibility, I identified that televisions have a much higher gamma value than a desktop, tablet, or handset. Varied television models have varied brightness and color which is why accessibility for all was a key point in re-designing.

The color and contrast were chosen based on WCAG 2 Contrast and Color Requirements.

WCAG AA: PASS | WCAG AAA: PASS

The chosen contrast and color work well for both old and new models of television.

Old vs New

The outcome of the final re-design can best be monitored through a comparison of the old design with the new one.

1. Main/ Starting Page

Improvements: Made the information more structured, concise, and contextual to guide the user. Used iconography to create more recall value, helping the user when they visit again.

2. Add Channel/Make Your Own Plan

Improvements: Improved the flow of adding channels from a tedious 4-step process to an easy 2-step process. Merging the first 3 processes gives the users more clarity regarding what options are available for them and what they are select.

3. User Profile

Improvements: We received a number of calls related to user’s account information like updating numbers, base packs, etc. I added an “Account Info” section to solve all such queries within the box. With this update, there was a 50% drop in daily support calls.

4. Recharge Offer

Improvements: I observed that a lot of users do not update their base back and keep adding channels and services to it. As a solution to this, I divided recharges into two sections — “Monthly” and “Long-term”. To facilitate the selection of “Long-term” certain discounts were given to users choosing the long-term packs.

Complete Flow of the Re-Design

My Learnings

I joined Airtel in March 2020 and this was the first television project that I was leading post my joining. I was working on the project along with Lokesh Rajput (Product Manager). The project was interesting and while working on it I had a few takeaways and learnings of my own that I would like to highlight here.

Positively influencing the users and the business is the ultimate test of a re-design process. It is an exciting challenge with many learnings in its path.

Thank you for reading; you are awesome!

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