Hubbl My Account and Checkout

A one-stop My Account and Checkout platform to purchase and manage subscription accounts.

Project Type: End-to-End Testing
Role: UI Designer
Industry: Entertainment, Streaming
Devices: Web, TV

Problem:

Streaming App customers struggle to keep on top of their monthly subscriptions and total expenditure with several streaming apps entering the market.

Solution:

Develop a single view ‘My Account’ platform that clearly and simply displays a customer’s subscription details such as date of purchase, subscription amount, and total monthly expenditure.

In addition to the traditional functions of a My Account platform such as Personal Details, Change Password, Account Pin, Marketing Preferences and Billing, expand the existing capabilities of subscription-tier from existing subscriptions Kayo, Binge and Flash to include third-party apps such as Netflix, Disney+, and local free-to-air channel apps, like 9Now, 10Play and 7Plus.

Business Goal

Foxtel Group’s digital streaming sector, Streamotion, used a single sign-in system for Kayo, Binge and Flash. As part of an acquisition of Sky Glass TV a new strategy was formulated to leverage the existing customer base of Streamotion and merge the two propreitary groups into one offering. In doing so, entertainment, sport and news subscribers would have a single view My Account for their existing subscriptions. Additonally with the capabilities of the Sky Glass TV and Puck, customers could aggregate their subscribed content and watch and manage their account from a single place, the Hubbl TV or Hubbl Hub.

The capability of the upgraded My Account platform would facilitate the offering of the new aggregation product in the market while also improving the My Account user experience for existing customers.

An additonal problem occurred...
As we developed a Single View My Account, in our research interviews we uncovered that customers were having trouble associating the new brand with their existing checkout system. Though their login through Auth0 was through their ‘Streamotion Account’, their account management through ‘My Account’ had existed within the native site e.g. Kayo My Account, Binge My Account, and Flash My account. As the sites were built with the same atomic componentry, migrating our existing customers was an easier transition. Our new challenge arose with new prospective customers who were not familiar with our product and had no prior experience with the Streamotion, let alone the Hubbl, name.

We needed a way to make Hubbl relevant to our non-existing customers, who would benefit from the new My Account platform.

A proposed solution.
Introducing Stack & Save, our bundling strategy, encouraging migration of third party apps into Hubbl’s My Account. Stack & Save promotes Hubbl’s Single View My Account management system by incentivising customer’s when they add three or more subscription bundles to receive a discounted monthly price. In addition to being able to View & Manage Hubbl family apps, the customer benefit was to be able to migrate and manage other major subscription apps such as Netflix, Disney+ and Stan etc so that customers had the capability of seeing all their subscriptions in one pace. Stack & Save rewards the migration of third party apps by earning savings month to month, with 3 or more subscriptions a customer would save $5/month, with 4 they could save $10/month and so on and so forth.

Stack & Save was developed for both the Hubbl Glass and Hubbl Hub formats for TV and for Web.

Deliverables

What I learnt

Copy can significantly impact understanding. During the process of solving these issues though it seemed like a straight forward solution, through testing we found that language played a large part in how a customer navigated easily through My Account. In our older My Account model, customers only needed to create an account however in this new product, we tested the use of ‘Migrate account’ to ensure customers understood the ask.

Work closely with your UX Researcher. Actively sitting in interviews and reading data notes produces real world understanding that can greatly develop your product into something more relevant for your customer.

Learn to pivot quickly and engage in stakeholder management up and the down line. New workflows and third party partnerships were introduced often during the development process which required quick pivoting to ensure we delivered the product on time.

Well thought out componentry design allows us to be agile and move through initatives quickly.

Simona Wong