PROBLEM

How might we convert users and base tier subscribers to premium subscribers?

Peacock is the newest rising member in the online streaming subscription war. We want peacock to win! With new online streaming platforms flooding the market regularly, people are spending a lot more money to enjoy all the latest movies and TV shows.
On an average, consumers in the United States subscribe to four paid video streaming services and spend $47 per month on these services. Companies are facing problems converting people to premium subscribers. They need to find ways to differentiate themselves from competitors, to keep their market share intact and growing.

Business goals

Subscriber Acquisition Growth

Increase the number of premium subscribers and percentage in market share of online streaming services.

Content Engagement and Retention

Enhance user experience by curating and creating exclusive, high-quality content that encourages prolonged engagement.

DAY 1️⃣ MAP

10:30 am - How could we fail?

🚵🏼

If we deflect from the topic of subscription

🔄

If we are not adaptive and able to make changes

📱

If we don't test with at least 2 users

11:30 am - Let's check online..

Opting for secondary research is ideal for this project due to its efficiency and cost-effectiveness. The abundance of existing data, market reports, and studies provides comprehensive insights into the rapidly evolving digital landscape.
This approach saves time and resources while providing us with some very valuable insights.

Already afforable

Cost is not the primary concern for Peacock as prides itself on providing a wealth of entertainment options at an already low and affordable price point.

Social component

Social features, such as shared playlists, watch parties, and user reviews, can enhance the sense of community and engagement among subscribers.

Exclusive content

The production of high-quality original content, including exclusive series and movies, has become a crucial factor.

2:00 pm - Note N Map

Each of us presented our map and told our story. We all voted for the notes we thought were important and merged it to one complete story

Prospective users — non-subscribers
Base tier users — Peacock Premium subscribers
Second tier users — Peacock Premium Plus subscribers.

3:30 pm - Merging stories

4:00 pm - Problems or Opportunities?!

❓

How might we keep users engaged with the content?

❓

How might we incentivize the users to switch to premium through ads?

❓

How might we identify and communicate a unique selling proposition of Peacock?

❓

How might we let users compare prices with other services?

At the end of day one, each of us selected 2 streaming services to study for a competitive analysis.

DAY 2️⃣ SKETCH

11:00 am - Creating lightning demos from competitors.

All the best features of the competitors visually displayed on whiteboards, creates a environment of creative thinking and iterating over exsisting ideas and designs are a great place to start.

We took the rest of the time before lunch discussing the competitive analysis and interesting things we found during our research for competitive analysis.

12:30 pm Crazy 8s.

Building on the existing ideas with 8 minutes, 8 ideas, one minute per frame. We came with some really innovative ideas.

2:30 pm Discussion and critique

Looking at each idea of crazy 8s and discussing it as a group, we critiqued each idea so we could build on the feedback.

Competitive pricing

Have a price and feature comparison to other service with the shows available or something more subtle.

Grocery items

Compare addon price to price of a dozen eggs or some everyday item

Survey ads

Complete surveys about user experience on peacock for a discount on subscription

Gradual engagement

Let users sign in take a look and feel for the app and then pay for a subscription.

3:30 pm User personas

Since most of our ideas didn't require solution sketches or any in depth explanation, we choose to create personas. I kept this activity light and fun, we casually talked about our personal stories and watched some fun youtube videos later.

DAY 3️⃣ DECIDE

11:00 am Storyboarding

I decided to start with storyboarding on the third day, since we left off with user personas and it felt like a good flow. Story boarding would also help us further filter out the ideas from the crazy 8s that we can implement in this sprint.

2:00 pm Reverse voting

Instead of having a straw poll or art museum, I decided we would benefit from pinning as many ideas as possible to the screens Brad and Sarah would interact with, during their story. If we ever got stuck at any decision Rimma (the decider) would make the call.

This activity also served as a base for our prototyping later. In a such short sprints it gets difficult to start prototyping from a blank slate, having these screenshots really sped up the process of prototyping and testing for us.

3:00 pm User Flows

DAY 4️⃣ PROTOTYPE + TEST

10am Prototype + 1pm Usability test

Choosing the correct audience to test our prototypes is crucial for a short sprint. Our first test subject was a founder of a software start up, who has the expert knowledge about price points and what appeals to users.

Initial free trail is always a good way to let consumers get a taste

Switching between premium and premium plus is not good for read

Not able to browse plans on the start screen

Not sure it is legal to have competitors on peacock, and this might also payout in a different way than intended.

Welcome modal too dark, doesn't pop out.

3pm Prototype

For the second session of afternoon prototyping, I decided to shift the focus to UX writing. In a project about pricing it is important to consider UX writing to communicate clarity in pricing, increase transparency and trust and reducing user anxiety.

UX Writing

Deciding the language of modals

I wanted users to feel rewarded and valued. That their answers are making a difference at peacock. We rewrote the modal language to reflect these values and invoke these feelings.

DAY 5️⃣ PROTOTYPE + TEST

10 am Usability test 2

The participant of this session was an avid user of multiple streaming services and had an understanding in the field of UX, most of their opinions were about the features of the streaming service itself, but gave us some valuable insights about dark patterns.

Love the survey for a discount

Really appreciate the time left on trial disclaimer, wish it was clearer.

Grocery item not clear, they thought it was about peacock eggs.

Avoiding dark patterns.

Replacing the dull time left on free trail with a clear purple and bright time left. The use of dark patterns in online services, including free trials, lack of reminders, mislabeled "free" items has been a cause of a lot of concern.
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SOLUTION

Content strategy, gradual engagement and feedback offers.

Gradual engagement
‍‍Let users get an initial feel of the platform, and have some free content.

Content strategy
Persuade users to subscribe to premium or premium plus with language and UX writing

Feedback and offers
Use the opportunity to get feedback from consumers and provide them with offers on completion.

Peacock