• Enhance the credibility of the brand & generate interest in their products & services

  • Provide information about new/existing products & services

  • Seamless & delightful buying experience

  • Let users easily design / modify their channel packs according to the newly launched TRAI guidelines

My Role

I lead a team of 2 people on this project. My role was was not only to guide the team but to also create concepts for key flows and journeys. The most challenging part of the project was to simplify the tedious process and make the experience better for a user.

Project Duration: 7 months

🔨 Tools Used: Figma, X-Mind, Invision

📲 Platform: Adaptive

Process

Product Definition

What the client asked for

🐝 Hover over to view what we understood

35% of users are repeat visitors who comes for recharge or pack change

Reduce customer dependency on call centres

Most of the customers today recharge for small amounts which leads to inactive days

Increase customer engagement on the site

Consumers come to channel guide on a daily basis and the current page is not very easy to use

Current purchase flow is confusing which is leading to drop-offs

 

Feature Comparison

Research

Competitor Analysis

I did a competitive analysis to understand what other providers are doing in terms of the user experience, customer acquisition, promotions, new offerings, etc. I discovered that almost all competitors have a tedious pack selection process. The booking journey is confusing and counter-intuitive. Most used features like recharge, buy a new connection, etc are not given enough prominence.

 

We initially assumed that OTT would be the most preferred entertainment platform nowadays but we learned that the main target audience for Dish TV is semi-urban /rural, users who aren’t as heavily touched by platforms like Netflix, Amazon Prime yet. The website is majorly accessed via mobile.

What do users mostly do?

What devices do people use?

New vs existing user visits

Age group of visitors

The purpose of this exercise was to understand the usage frequency, usage pattern, pain-points, and user awareness about various products. We interviewed existing Dish TV customers, customers from other providers, indirect users (occasional users who recharge on behalf of others)

Heuristic Evaluation

Analysis

Key findings

  • Non-users also use the platform to recharge the account for their relatives

  • There is a significant rise in channel pack modifications during sports tournaments, special events like a movie premier, etc.

  • Users dropped-off due to flawed recharge flows, slow load-time, lack of information, and tools (comparison, pricing, offers) to help make purchase decisions.

  • Although, the target audience of the product is from a rural area the majority of traffic was from the metro cities.

  • The poorly optimized mobile experience led people to use third-party apps (Paytm, Phonepe, MobiKwik) for recharging.

InformationArchitechture

Sorting the information in hand

While designing the IA, our goal was to simplify the navigation in a way that the users can quickly get to their destination without being bogged down by multiple options and guesswork. Their earlier version had about 9-10 menu items. We cut it down to 5 by grouping information in an optimum manner. We also defined the hierarchy and placement of the menu items without missing out on the important links. The end result was a cleaner, functinal IA which helped both the business and the users.

ia 2.png

Design

Wireframing

We created several concepts for different pages (Homepage, Product Detail Page, Channel Guide, Buying jouney, Recharge flow, Packs & Channels, Help etc.) While we wanted the business to help showcase their product in the best light, we also wanted the user to feel that Dish TV worth their time and money. We wanted to keep the propcess transparent, we wanted it to look simple yet premium and most of all we wanted to keep the flows super intuitive. We ensured to keep all kinds of users in mind while redesigning the website.

 

 

It was a hard nut to crack but we got our Sherlock hats on to solve this problem. After multiple rounds of discussions, brainstorming, sketching and few concepts and user testing later we arrived at a clear, easy, and step by step journey which involved:

  • Creating a guide by clearly differentiating ways in which users can go about modifying their packs

  • Designing for mainstreams and extremes by allowing them to either pick their own method or a simpler way where they can answer a bunch of questions based on which Dish TV will curate a dishkiyaon pack for them

  • Making the UI look and feel as simple as shopping on Amazon, where everything is upfront, transparent and easy to understand and implement

  • Most importantly clearly communicating what charges will be incurred and what is the basis on which these charges are applicable

  • Iterating our concept multiple times as DTH users pointed out most of the loopholes we missed in our first draft
     

Testing

 

The final homepage

Let's break it down for better understanding

The final homepage

Let's break it down for better understanding

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This case study is just a highlight of the massive project which included 500+ screens only at UX level. 

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