Hubbls Checkout & Account Management

Developing Hubbl's Unified Customer Systems Platform

Key parts of the role

Strategic Design | Design thinking | Stakeholder Management | Stakeholder Workshops | Product Strategy | Product Management | User Experience Strategy | Customer Research | Usability Testing | Wireframes | Interactive Prototypes

Overview

With the launch of Kayo, Binge, and Flash under the Streamotion banner, the business needed to enter its next phase. Both Foxtel and Streamotion operated in silos with separate customer registration, management, and support systems. This fragmentation resulted in duplicated customer records, inconsistent experiences, and inefficiencies in managing customer data.

Additionally, with the aging Foxtel platform, Foxtel IQ, creating a seamless transition for customers to streaming products became a priority. Another rising issue for all streamers was managing the budget for multiple streaming products while easily finding all their favourite content.

How might we

  1. Enable Cross-Selling and Upselling:
    • How might we leverage unified customer data to identify opportunities for cross-selling and upselling?
  2. Improve Customer Experience:
    • How might we ensure a seamless and well-supported sign-up experience for customers regardless of their entry point?
  3. Simplify the Signup Experience:
    • How might we allow customers to sign up for the subscription they want and offer faster subscription options for other streaming services?
  4. Reward Multi-Subscription Customers:
    • How might we create convenience for customers to easily add and remove subscriptions to manage their monthly household budget?
  5. Centralize Customer Data:
    • How might we create a single, unified view of each customer across all product lines?
  6. Streamline & Simplify Operations:
    • How might we simplify backend processes and reduce the complexity of managing multiple systems?
  7. Enhance Data Accuracy:
    • How might we reduce data redundancy and improve the accuracy of customer information?

Approach

To achieve these objectives, Foxtel initiated a new project track focused on integrating customer data from all product lines into a single system. The development process was divided into several phases:

1. Discovery & Planning:

  • Stakeholder Engagement: To align all the business stakeholders my team conducted workshops to surface their needs and challenges.
  • ‍Requirements Gathering: Documented the functional and non-functional requirements for the new platform.
  • ‍Journey Definition: We created customer journeys to outlined the complexities with different customer and identify issues and roadblocks.
  • ‍Technology Selection: The Tech and Identity teams collaborated to formulate a solutions, with Accenture and Capgemini brought on board for Salesforce and Adobe Target integrations. My team worked with the various parties to address all the customer touch points.

2. Experience Design

  • Defined customer types and preferred payment methods, including honouring partner payment options.
  • Designed a user-friendly sign-up and checkout process that adapts based on the user's origin.
  • Created an account management area for customers to manage subscriptions, payment methods, and payment history.
  • Simplified re-subscribing and signing up for additional products with minimal clicks.
  • Developed over 15,000 wireframes in the first 12 months, incorporating nine rounds of feedback and business plan changes.

3. Customer Testing

  • Created and tested prototypes for every journey with customers through online and in-person interviews.
  • Focused on simplifying functionality while gathering feedback on the product offering, ensuring the Hubbl offering was tailored to Australian streamers.
  • Passed successful features to visual design and development.

4. Development & Testing:

  • Product collaborated with PMO and Tech in real-time on feature development, so we could get to a MVP solution faster.
  • Tested usability and performance across all breakpoints and platforms, redesigning and retesting as business changes occurred.

5. Deployment

  • R1 - Pilot Launch: Rolled out the platform to a small group of users for initial feedback, addressing any journey issues promptly.
  • R2 - Full Launch: Gradually deployed the platform across all product lines.
  • Post-Launch Support: Provided continuous monitoring and support to address any issues.

Results

  1. Data Consolidation: Successfully consolidated customer data, eliminating duplicate records and enhancing data quality.
  2. Improved Customer Experience: Delivered a seamless sign-up process with a single account for multiple products. Customer support teams gained a unified view of each customer, enabling better service.
  3. Operational Efficiency: Reduced the complexity of managing customer data across multiple systems, leading to significant operational savings.
  4. Enhanced Marketing Capabilities: Leveraged unified customer data to create targeted marketing campaigns.

Challenges & Lessons Learned:

  1. Customer Feedback: Customer testing provided clear insights that were sometimes ignored, leading to setbacks. For instance, a decision to force customers to adopt hardware, despite only 1% interest in testing, The executive decision to ignore customer feedback has resulted in poor sales.
  2. Data Migration: Migrating data from legacy systems was complex and required thorough planning to ensure data integrity, Huge collaboration and stakeholder management was required.
  3. Change Management: Ensuring buy-in from all stakeholders and managing the transition for support teams was crucial, despite resistance from some business units who were resistant to change.
  4. Continuous Improvement: Post-launch, continuous feedback loops and iterative improvements were essential to address emerging challenges and optimise the platform.
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From Insights to Impact: The Power of UX Research
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