UX Presentation (1)
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This document discusses challenges customers face when using DStv and its products. It aims to identify problems, gather customer data through user experience research, and improve the customer experience and mental model of how the business' websites and apps work. Potential problems include a lack of guidance, ambiguous tone of voice, and products not feeling coherent. The document suggests solutions like consistency, recognizability over recall, and offering feedback. It will measure the impact on usability and quantitative results before concluding by looking at the experience across touchpoints and whether the consolidated DStv brand is delivered.
UX Presentation (1)
- 1. UX Interview
- 2. Challenges: With our customers experiencing different types of problems, we’ll first need to: ● Identify the problem, as some customers don’t know what DStv is. Most people don’t even know about divisions in MultiChoice, so they consider everything that MultiChoice does DStv.
- 3. ● Each user has a problem specific to him/her, i.e some have a problem trusting that a product is a product/service of DStv like BoxOffice. As the BoxOffice website has a different look and feel compared to the main DStv website and doesn’t have the DStv Corporate Identity.
- 4. BoxOffice
- 5. DStv
- 6. Other possible problems: ● Lack of guidance through the journey of our products. ● Ambiguous tone of voice when it comes to our products. ● Our products lacking coherence.
- 7. With the problems that our customers are already experiencing we don’t want to confuse them even more, telling them the problem is not DStv it’s SuperSport, BoxOffice etc. As some might not want to hear such, it would create total distrust in our products.
- 8. Process: We need to gather data of our customers by performing UX Research, as Market Research doesn’t tailor make products for customers unlike UX Research. ● Gather Metrics ● Find our customers’ specific problem/annoyance ● Creating User Personas
- 9. Process: ● Hopefully shift our customers’ mental model. Improve their mental model to reflect our business’ system more accurately. i.e. Websites, Apps and/or call center.
- 10. Alignment Diagram (Current): Lands on DStv.com Supply Website Content Select BoxOffice Serve BoxOffice Landing Page Select Movie View Movie Details Questions: ● Is our layout of the BoxOffice website similar to that of DStv? ● Are our BoxOffice icons/buttons similar to those on the DStv website? ● Are the icons/buttons easy to identify/do they stipulate exactly what they do? Click Play Display Trailer Customer Business Touch Point
- 11. Solutions Method employed : Heuristic Evaluation ● Consistency and Standards: Our customers should find it easy to navigate and use our products. i.e not having to wonder if a specific button interaction triggers an action they want or not. ● Recognition rather than recall: We should reduce our customers’ cognitive load by making objects, actions, and options visible. The user should not have to remember information from one part of the dialogue to another. Instructions for use of the system should be visible or easily retrievable whenever appropriate.
- 12. Solutions Method employed : Heuristic Evaluation ● System Feedback: We need to offer customers feedback on real time instead of when they are about to complete tasks. i.e when they’ve selected a movie they want to rent/watch and click on “watch online” it takes them to the Connect website where they need to login before proceeding to watch the movie, we could tell them to login before attempting to proceed.
- 13. Solutions Method employed : Affordance ● False Affordance: Fix and remove all false affordance on the sites, e.g BoxOffice Play button doesn’t play the video but rather the trailer of the selected movie. ● Negative Affordance: We should minimise or try to avoid negative affordance, as some of the icons on the DStv website are greyed out as though they are inactive/unclickable.
- 14. Measurements: Usability: Conduct further UX feedback sessions with the same customers to assert whether their experience has been improved or not. Measure if there’s an increase in our user satisfaction and higher frequency of task completion. Quantitative Analysis (ROI): Gather a fresh data set from users and see whether business objectives have been met in light of UX optimisations made.
- 15. Conclusion: We’ll borrow tools and techniques from the field of service design to look at UX at an institutional level. This will interrogate whether business objectives and strategy are being met while crafting the intended customer experience within the spectrum of our products and services. Ultimately the analysis will show how the various touchpoints are served from business to consumer and inevitably that a consolidated DStv brand identity is being delivered.