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Web Golf

Experience

Translating the SET-Top box experience to new web AT&T TV Now Experience.

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Intro

For sports lovers, particularly those who are golf fanatics, how does a well-known company such as DirecTV (now: AT&T) engage with a younger audience in the golfing arena without losing their current customer base who are using SET-Top box.  

 

Stakeholders

Product Manager | Product Owner | Design Manager Developers

 

Challenges

Translating the current SET-Top box experience to the web.

 

Goal

To attract the Millennials and late Gen-X demographic into consuming content on the DirecTV NOW.

Roles

UX | UI | IxD Designer

 

Platform

Web

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Deliverables

User Personas | User Flow 

Hi-Fi Mockup 

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Tool

Sketch | Whiteboard | Photoshop  

Lucidchart

The Process
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First, I started reviewing what is there on the SET-Top box experience for a golfing event.
When reviewing the SET-Top Box Experience, the interactions of the Golf Experience is clunky/confusing. It is not easy to maneuver, and for any new customers of DirecTV, there is a learning curve to use the SET-Top box. Also, the question of what if the customer wants to watch only golf content, is there a market?
Research
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Since there was a research department, I went to see them first. I asked around about the market research on “golfing events.” If there is a market of Golf Fanatics within the DirecTV customer base. Unfortunately, I was not able to find any in house analytics regarding golfing events, nor did I find any information about DirecTV's demographic of who is actually watching golf content. However, the researcher did give me some info about the audience's perception of the DirecTV brand.
Expensive
Old
Reliable TV signal
cable company
Therefore, I started to do some of my own research to find the demographic and build my persona.
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Demographic of the Golf Enthusiast 

Sex

  • Males - 64.2%

  • Females - 35.8%

Age

  • 18 - 29 = 14%

  • 30 - 44 = 26%

  • 45 - 64 = 38.2%

Profession

  • White collar workers

  • Advance Degrees

  • Average household income $200K +

Race/Ethnicity

  • White/Caucasian - 77%

  • Black/African-American - 10.6%

  • Spanish/Hispanic - 7.2%

  • Asian - 2.8%

  • Others - 2.4%

Persona
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Research Findings
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The common complaint is that traditional cable TV has too many channels that the users do not want; most users have made up their mind on what type of content they want to consume. For a Golf Enthusiastic, they want to watch what they are interested in: golfing tournaments, golf news, etc.; just golf content instead of searching through a traditional TV guide and looking through all the channels for something they want to watch. Therefore, the Golf Experience would have On-Demand content as well as live content feed-in all things golf. 
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Talking To The Team
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After finding and the development of my persona, I wanted to talk to the team. I wanted some of their thoughts and input on the design of the application. Including, I wanted to know what is possible to be built.
Product Manager: Don
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"I want the app experience in DirecTV Now to match the experience as the Set-Top box experience, however the experience needs to refreshing and modern."
Senior Developer: Mario
"Keep in mind this app needs to work with ESPN API data."
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Senior Designer: Mike
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"In Modern Refresh, there is always content playing in the background of the channel where the user left off. "
User Flow
 
To organize my thoughts and my frame of mind. I wanted to map out the user-flow because the current flow needs improvements.

Log into DirecTV -

Golf Experience

Lands in Guide with the last channel user was watching.

Channel Guide

Show all channels that showcase golf content.

Scorecards

View Player's scorecard on the current golfing event. This is also where users can favorite a player.

Leaderboard

Information where the player is ranked during the tournament.

My Favorites

List out any favorite players that users may have selected.

Video

 Any content that that maybe exclusive or live recording to the event or season.

Player Profile

Information about the player: players current ranking, scorecard, videos and more.

Course Info

Information about the event's current course. This shows the difficulty or ease of each hole.

Grouping &

Tee Time

Information of when and which players are grouped to play. This feature allows alerts for recordings or will go automatically into the channel of selected alerts.

Web Mock-up (Hi-Fi Framework)
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Design Thinking and Reflection
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Working on the golf project was very interesting. What initially attracted me to this project was when a huge sporting event happens, such as the Olympics Games or the FIFA World Cup, these events get their own application. So how about the sports that are yearly and seasonal? Shouldn't these sports get their own application as well? But not just an application that is timed with the associated event, why not for the whole season and showcasing the progression of the players. 

Thinking about the users, today's TV watchers are consuming a lot of content, and it can be on many and any platforms all at once. Therefore, the Golf Experience application would be a one-stop shop for the busy user, hence this would be a chance for DirecTV to capitalize on niche markets such as the Golf Fanatics with focus content. Since traditional cable is slowly dying out and people are willing to pay for focus content, why not pioneers for customized sports viewing experience. This does answer the question of attracting new and younger customers since the application is web-based and the common consumption for that demographic views their content on the web or mobile devices.
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