PlayStation Vue is a streaming OTT internet television service that provides cable-originated television channels, on-demand video, and cloud-based DVR to stream television programs, movies and sporting events directly to supported devices. Targeting cord-cutters, Vue is designed to complement subscription video-on-demand services.
As the lead designer, I was responsible for a complete redesign of the current onboarding flow for the PlayStation® 4 console and Amazon Fire TV. From end to end, I provided iterations, wireframes, and final spec documentation while working with cross-functional teams.
The original onboarding flow was shipped as an MPV and met most of the requirements however the user testing that followed indicated six major pain points contributing to the drop off rate. Roughly 45% to 50% of the users did not continue to the shopping cart after the first screen – effectively slowing our growth in subscriber numbers.
A successful onboarding experience should keep the following principles in mind:
Reaching that “aha” moment should be the goal of your onboarding for first-time users
First-time user experience and onboarding should be unique to the product platform
While it was challenging to build a flow with minimal screens and navigation, there were a number of product features, including voucher redemption, and channel comparison pages that had to be included.
The goal was to get the user though the checkout process while simultaneously informing them of all our product features.
There were several iterations of sketches. The most simplified version became the most valuable solution as it moved the user through the flow much faster than the others.
Several wireframe iterations were explore until all pages met the stakeholder’s expectations.
After the IxD documentation was completed, discussed, and approved amongst our team with several use cases, I developed the final screens.
After months of development, we shipped out the new onboarding flow for PS4 console and Amazon Fire TV. We are still making constant change and improvement to enhance the commerce experience for all new and existing subscribers.