Summary

Overview

Lebara Play is a streaming service with TV, movies and premium channels from around the world. It runs on desktop, mobile apps, smart TV and set-top box.

People were dropping out of registration and subscription and not staying after the trial. I redesigned that flow and the website usability to improve both.

Goal

Help more people sign up, subscribe and stay after the trial.

• Improve the registration and subscription flow for new and existing users
• Improve retention by making the website easier to use

Outcomes

• A journey map of the full customer experience, from discovering the service to engaging with it
• Usability testing with 4 users, with recommendations for each touchpoint
• Journey flows for each user scenario, including users coming back and OTAC users
• Sketches, wireframes and annotated wireframes for the new flow

01 / Problem Statement

Lebara Play was losing people at the points that matter most for a subscription service: signing up, paying and staying.

• High drop-off: people left during registration and subscription
• Low conversion: too few visitors became paying subscribers
• Poor retention: people did not stay after the trial period

Core challenge: How might we make registration and subscription easier, so more people convert and stay after the trial?

02 / Approach

I worked with my design lead through three stages: Discover, Define and Design. Each stage fed the next, so the wireframes came from what we saw in the journey map and in testing.

1. Discover: map the customer journey, then test the areas that looked weakest
2. Define: turn the findings into journey flows for each type of user
3. Design: sketch on, build wireframes with annotation

03 / What I did

I mapped the customer journey, ran usability sessions, mapped journeys by scenario, and designed the new flow from sketches to annotated wireframes.

Discover: mapping the journey

With my design lead, I mapped the journey of a customer using Lebara Play from start to finish.

The map gave us the end-to-end picture. It also showed which areas to test with users.

Discover: usability testing

I tested with 4 users from different ethnic backgrounds. Tasks covered three touchpoints.

• Discover: how users find content they like
• Explore: how users browse and preview content
• Buy: how users register and subscribe

Define: journeys by scenario

I turned the findings into journey flows for each type of user:

• A new customer
• A registered customer who has not used a free trial before, coming back to play content
• OTAC users

Design: sketches and wireframes

• Paper sketches: quick ideas for the recommendations, easy to change before going digital
• Digital wireframes with annotation: the new registration and subscription flow with notes on each screen so the intent is clear to developers and stakeholders

03 / Impact

• A full picture of the journey: one map from discovering the service to engaging with it, including support
• Clear test priorities: the map showed where to test, and testing gave recommendations for each touchpoint
• Journeys for each user type: new customers, returning customers and OTAC users each had their own flow
• A design ready to build from: wireframes with annotations for developers and stakeholders