Redesigning Immersive Entry
2023 (3 months)
Duration
Role
UX Strategist
Peacock offers a seamless blend of content, exclusive shows, and personalized recommendations. Dive into a world where your viewing experience is curated just for you.
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Objective
The primary focus is to serve as an engaging introduction, providing essential details to encourage prospective users to choose a plan while facilitating easy sign-in for existing users.
Solution
Investing in a more flexible and immersive template offers a strategic solution. The proposed template, informed by comprehensive UX research and analytics, focuses on content-centric designs to effectively communicate Peacock's value. The new design aims to reduce bounce rates, enhance user engagement, and increase conversion rates. Iterative testing, starting with a Roku-only proof of concept in January, will validate the design's effectiveness. If successful, the full template will be rolled out across devices in late Q1, creating a more user-centric and visually appealing Immersive Entry experience.
Project Overview
The current Immersive experience, with its price-forward approach, may not effectively meet diverse customer and business needs post Free Tier De-emphasis. The existing design contributes to a high bounce rate, particularly on CTV and mobile platforms. There is an opportunity to address this issue by redesigning the Immersive Entry to better align with user expectations and preferences.
My PROCESS
Attended user interview sessions with 12 users and learned their interests and pain points.
User Research
1
2
Synthesis
Created 4 user personas and principles to lead the strategy for design.
3
Ideation
Provided two ideas to promote more control and content for the user.
4
Prototype
Created both TV and mobile prototypes for stakeholders.
5
Presentation
Presented the prototypes with the team and took in their feedback.
KEY PRINCIPLES
What features do we focus on based on the interests of the users?
PRESENTATION
Based on stakeholder feedback, what will the new immersive template lead to after the launch?
IDEATION
Using these principles, I created these quick prototypes to show how the categories can be interacted with.
01
Highlighting Peacocks Content
This new template can also provide content for seasonal tentpole events like the Olympics, NFL, and Premiere League.
02
Content Refresh
Users wanted newer content to be shown so a constant refresh of top categories is needed.
03
More User Testing
With the success of this launch, other Peacock features can be tested like category names and limited-time offers.
PROTOTYPE
With feedback from the team, both the mobile and TV prototypes were created to be presented to stakeholders.
USER PERSONAS
After synthesizing the user interviews, I came up with 4 user personas to guide us in our strategy.
Each category can increase to 11 tiles to provide users with a bigger variety of content.
With feedback from the dev team, the tiles were switched to 10 and a better visualization of the buttons.
These new designs have the flexibility to show almost 2x more content and offer users control to explore content categories that they find relevant.
The new mobile designs allow users to swipe through different content categories