NBC Identity

NBC IDENTITY

Duration:
2016 - 2017, NBC Digital Entertainment

Summary
We enabled and encouraged NBC users to identify themselves across all product apps to provide a better digital experience and develop a deeper understanding of our audience.

My Role
Lead UX and UI Designer
Moderated and synthesized user and market research. Created flows, high fidelity wireframes and prototypes. Worked with product to iterate on the flows. Worked closely with developers for various platforms to implement designs.

Team: Director of UX, Lead UX and UI Designer, 1 UX and UI Designer, 1 Product Manager

Platforms
iOS, tvOS, Android Mobile, Android TV, Fire TV, Roku, Xbox One, Samsung, Vizio, Web

Method and Tools
User and Market Research, Sketch, Zeplin, Principle

CHALLENGE

1. There was no ad targeting or any tailored marketing done for users on apps.

2. Although available in most devices, the app is asynchronous where users can’t pick up where they left off from one device to the other.

3. Leadership wanted to convert into a subscription model.
   

BRAINSTORM & RESEARCH

We did a competitive analysis, created journey maps and charts for existing personas. I worked on the onboarding, home and show home sections. Based on these I created a flow for user types and collection view to map out which show collections we can display to various users that ensure engagement and video playback when they come into the app.

HIATUS

This project was paused while leadership fought for larger corp approvals to build a subscription model. After 3 months, adding a paid subscription model was dropped from the goals of this project.

For the detailed onboarding flow, I teamed up with the SVP of Product, Director of Product, to brainstorm and whiteboard preliminary flows.

I then analyzed the sketched out flow and filled in gaps during our whiteboard session.

I pointed out that the flows needed to vary based on each entry point and device and depending on if the user wanted to link their cable provider, create a profile or skip it all together.

To push creating a profile our definition of a profile was redefined:

• Different from linking a cable provider account.

• A user can have a profile without a cable provider account

• We want to push a user who already linked a cable provider account to create a profile account.

Preventing users from bailing out of the flow, I came up with:

• Giving the user incentive to sign up by offering to watch locked content for 3 episodes within a 90 day limit from first token activated episode watched. .

• Contextualizing the How Can We Help screen and displaying options based on users eligibility and available information

I also wanted to offer other ways to create a profile without being obnoxious:

• From locked content when trial is up / when only signed in with Cable Provider.

• From forgot their Cable Provider’s password screen

• Offering to sign up from the End Card when next episode is locked

• Keeping the profile creation and cable provider linking options available from the menu

UI & designs

I had already created some hi fidelity wires before the hiatus, most of those screens I used to cut time and jump into designing the UI for all devices, mobile and TV for the NBC App, SNL App and the Family of Brands Template. I gave guidance for the site screen UI which was handled by another UX designer.

There were minimal prototypes since we used the same fade and float behaviors that preexisted in the app. Here are some of the Identity screens for NBC App on iOS, tvOS and SNL App as well as the personalization screens and for tvOS

takeaways