Hubbl Customer Systems
Developing Hubbl's Customer Systems Platform
Introduction
Following the success of the iQ platform under Foxtel, there arose a need to expand the business's reach with a non-subscription model that could deliver a premier experience to these customers. The growing number of streaming customers and the necessity to manage budgets across multiple streaming services, while easily accessing all their favorite content, highlighted this need.
Objectives
Improve Customer Experience: Ensure seamless sign-up and support processes.
Simplify the Subscription Experience: Facilitate customers in signing up for their desired subscriptions and provide faster subscription options for other streaming services.
Reward Multi-Subscription Customers: Offer convenience for customers to easily add and remove subscriptions, aiding in managing their monthly household budget.
Enable Cross-Selling and Upselling: Create an interaction experience that allows opportunities for cross-selling and upselling.
My Role
As the Senior UX Designer on the Hubbl Project for Streamotion, led the design of My Account, Settings and Local Channels to create a seamless and intuitive streaming experience.
TOOLS
Figma
Sketch
InVision
Miro
Jira
Confluence
PROCESS
Discovery & Research
Define
Ideation & UX Design
Prototyping
Customer Testing
Design & Development Collaboration
MY ROLE
UX Research
UX Design
Usability Testing
Stakeholder Management
Cross-Team Collaboration
1: Planning and Discovery
workshops with stakeholders
Planning and Discovery:
Engagement: Conducted workshops with stakeholders to understand their needs and challenges.
Product Journeys: Outlined the complexities in various customer journeys to identify potential issues and roadblocks.
Technology: The Tech and Identity teams collaborated with the systems and development teams. I and the product team worked with various parties to address customer complexities.
Requirements: Documented the functional and non-functional requirements for the new platform.
Service Design
In parallel to user research, the service design phase was initiated in
order to lead the end-to-end process of building out service and product capabilities.
Service Blueprints were created to allow cross-business functions to analyse, review and understand the points of interaction between customers and the business.
image from alexwaterhouse.com
Experience Design
What we did
Created a Sales Flow experience allowing customers to Sign Up, and purchase Subscriptions or accessories.
Created an Account Management system for customers to manage subscriptions, payment methods and payment history.
Simplified re-subscribing and signing up for additional products with minimal clicks.
Designed these systems across multiple breakpoints (Mobile, Web and Big Screen).
Incorporated nine rounds of feedback and business plan changes.
Developed over 15,000 wireframes in the process.
Example user Sales Flow (Mobile / Web)
Example user flow for My Acount (TV)
UI and Visual Design
The design process followed the Atomic Design methodology, where all design pattern components were created by breaking down the user interface into smaller, reusable elements.
Work was organized into Design and Development Sprints, allowing for a structured, iterative approach to delivering design and functionality.
All design documentation, including requirements, user flows, and design specifications, were maintained in Confluence, Miro, and Jira, ensuring transparency and collaboration across teams.
Regular grooming and briefing sessions were conducted with visual designers and developers to align on design direction and ensure feasibility throughout the process.
Additionally, Product Quality Assurance (PQA) was a priority, and UX was actively involved in ensuring that the final product met high-quality standards throughout each phase of development.
‘Atomic Design’
User Testing
Created and tested prototypes for every journey with customers through online and in-person interviews.
Synthesised the test result to gather insights and product design validation.
Focused on gathering feedback on the product, ensuring the Hubbl offering was tailored to Australian streamers.
iOS Mobile Prototype
Coding done in Figma
Synthesised the test result to gather insights and product design validation.
Focused on gathering feedback on the product, ensuring the Hubbl offering was tailored to Australian streamers.
Testing result synthesis
The Hubbl Customer System was deployed onto Mobile (iOS and Android), Tablet, Web browser and Television
A collaborative process
Collaborated with PMO and Tech teams in real-time on feature development.
Tested usability and performance across all breakpoints and platforms, redesigning and retesting as changes occurred.
Post-Launch Support: Provided continuous monitoring and support to address any issues and proceeded with product innovation and roadmap improvements.
Results
Product Launched: Completed UX work on schedule to launch Hubbl, an industry disruptor, this product is a game-changer for customers who love streaming content.
Improved Customer Experience: Delivered seamless account management with a single account for multiple products. Customer support teams gained a unified view of each customer, enabling better service.
TV Made Easy.
Hubbl's Entertainment OS regularly updates delivering new features and improvements to ensure your viewing experience only gets better, without lifting a finger.