{"id":720,"date":"2021-08-11T13:54:03","date_gmt":"2021-08-11T13:54:03","guid":{"rendered":"https:\/\/ambeault.net\/?page_id=720"},"modified":"2021-10-08T12:10:39","modified_gmt":"2021-10-08T12:10:39","slug":"contact-2","status":"publish","type":"page","link":"https:\/\/ambeault.net\/?page_id=720","title":{"rendered":""},"content":{"rendered":"\n
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Customer Obsession<\/p>\n<\/div><\/div>\n<\/div>\n<\/div>\n\n\n\n

|<\/span><\/strong> Objective<\/strong><\/h3>\n\n\n\n
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Improve the product to become the pay TV service provider with the highest customer satisfaction.<\/p>\n<\/div>\n<\/div>\n\n\n\n

|<\/span><\/strong> Team Leads<\/strong><\/h3>\n\n\n\n
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Product: Joe Ambeault<\/a><\/p>\n<\/div>\n\n\n\n

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Design: Brian Roberts<\/a><\/p>\n<\/div>\n\n\n\n

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Engineering: Shafiq Kassam<\/a> <\/p>\n<\/div>\n<\/div>\n\n\n\n

|<\/span><\/strong> Insights<\/strong><\/h3>\n\n\n\n
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Customer satisfaction with available pay TV services was lower than most consumer products and services.<\/p>\n\n\n\n

FiOS TV was the 5th entrant in most markets, which required it to be 10x better than the incumbents to drive switching behaviors.<\/p>\n\n\n\n

The platform had technology advantages over the competition that could enable differentiated value propositions. <\/p>\n<\/div>\n\n\n\n

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In-person interviews of customers and prospects could only reach dozens of people from a subset of geographies each month.<\/p>\n\n\n\n

Customers and prospective customers were independently engaging in online dialogues about what they liked and didn’t like about FiOS TV.<\/p>\n\n\n\n

Thousands of customers were willing to continuously allocate time to interact with the team during product discovery, delivery, and post-launch activities.<\/p>\n<\/div>\n<\/div>\n\n\n\n

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|<\/span><\/strong> Hypothesis<\/strong><\/h3>\n\n\n\n

Increasing the scale and frequency of customer feedback will accelerate the discovery and delivery of product improvements that will increase customer satisfaction, driving acquisition and retention for FiOS TV.<\/p>\n<\/div>\n<\/div>\n\n\n\n

|<\/span><\/strong> Methods and Processes<\/strong><\/h3>\n\n\n\n

While the UX research team continued customer interviews and usability testing, product, design, and engineering teamed up to implement tools to facilitate efficient interactions with thousands of customers across the United States. <\/p>\n\n\n\n

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To recruit participants the team employed always-on content marketing tactics through Twitter, Facebook, and email channels, driving people to create an account on Verizon Test Track. <\/p>\n\n\n\n

Test Track provided FiOS TV product teams and customers:<\/p>\n\n\n\n

\u25e6 Staff and customer discussion forums <\/p>\n\n\n\n

\u25e6 Live events (e.g., Q&A, demos)<\/p>\n\n\n\n

\u25e6 New features and enhancements submissions, upvoting, and commenting from customers<\/p>\n\n\n\n

\u25e6 Public facing roadmap<\/p>\n\n\n\n

\u25e6 Prototype, alpha, and beta testing collaboration with customers <\/p>\n\n\n\n

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This included the ability for customers to directly interact with FiOS TV product leadership 7 days a week, 52 weeks a year. <\/p>\n\n\n\n

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<\/em><\/p>\n\n\n\n

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Official Tweeter, but not a Pro Tweeter – my day job is to make FiOS TV the coolest. Seeking folks that want to provide suggestions or just geek out.<\/p><\/figcaption><\/figure>\n\n\n\n

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|<\/span><\/strong> Experimentation<\/strong><\/h3>\n\n\n\n

A completely re-imagined experience was made available to 5% of the Samsung connected TV\u2019s and XBOX consumer base starting in January 2019.<\/p>\n<\/div>\n<\/div>\n\n\n\n

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The control for testing the experience\u2019s performance was the existing in-market user experience that offered the same content but was heavily curated by editorial staff into a carousel and grid design pattern.<\/p>\n\n\n\n

After confirming that the new experience increased engagement metrics, it was made available to 20% of the base to generate sufficient traffic for A\/B testing. The team employed ICE (Impact + Confidence + Ease) to prioritize the implementation of solutions that would further increase total minutes. Each test that increased engagement provided the team confidence to increase the audience being served the variant to reduce the time it took to get statistically valid results.<\/p>\n\n\n\n

The variants tested through April 2019 included:<\/p>\n\n\n\n

\u25e6 The number and type of options as well as the icons in the global navigation.<\/p>\n\n\n\n

\u25e6 The number and duration of transitional steps into autoplay and continuous playback.<\/p>\n\n\n\n

\u25e6 Locked content presented to unauthenticated visitors.<\/p>\n\n\n\n

\u25e6 Location of login prompt in visitor\u2019s journey and its messaging.<\/p>\n\n\n\n

\u25e6 Manually curated videos versus machine only.<\/p>\n<\/div>\n\n\n\n

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|<\/span><\/strong> Retrospective<\/strong><\/h3>\n\n\n\n

\u25e6 Prioritizing the presentation of unlocked on demand videos and locked live channel to unauthenticated visitors generated the highest minutes viewed.<\/p>\n\n\n\n

\u25e6 The login prompt increased the authentication rate best as the first step in the journey.<\/p>\n\n\n\n

\u25e6 A three-step transition that took 7 seconds from open app to auto playing a video had the lowest abandonment rate.<\/p>\n\n\n\n

\u25e6 A global navigation menu with 4 options converted the most visitors to viewers.<\/p>\n\n\n\n

\u25e6 Demoing to fans at IDCon was rewarding for the team. Getting their qualitative feedback uncovered the polish necessary to achieve the engagement goal.<\/p>\n<\/div>\n\n\n\n

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|<\/span><\/strong> Key Results<\/strong><\/h3>\n\n\n\n

More Logins<\/strong><\/p>\n\n\n\n

\u25e6 19% more visitors authenticated<\/p>\n\n\n\n

Higher Streaming Starts<\/strong><\/p>\n\n\n\n

\u25e6 26% more visitors converted to viewers<\/p>\n\n\n\n

Longer Sessions<\/strong><\/p>\n\n\n\n

\u25e6 31% more minutes watched per viewer<\/p>\n\n\n\n

Happier Customers<\/strong><\/p>\n\n\n\n

\u25e6 “I don\u2019t think I\u2019ll ever watch live TV again.\u201d<\/p>\n\n\n\n

\u25e6 “The new app has helped me discover new content. Starting with one show I was interested in, snowballing into another and another.”<\/p>\n\n\n\n

\u25e6 \u201cSeeing the changes to the app has me watching ID even more. I\u2019m an ID fan for life now.\u201d<\/p>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

| Objective Improve the product to become the pay TV service provider with the highest customer satisfaction. | Team Leads Product: Joe Ambeault Design: Brian Roberts Engineering: Shafiq Kassam | Insights Customer satisfaction with available pay TV services was lower than most consumer products and services. FiOS TV was the 5th entrant in most markets, which required it to be […]<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"class_list":["post-720","page","type-page","status-publish","hentry"],"aioseo_notices":[],"jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/ambeault.net\/index.php?rest_route=\/wp\/v2\/pages\/720","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/ambeault.net\/index.php?rest_route=\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/ambeault.net\/index.php?rest_route=\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/ambeault.net\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/ambeault.net\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=720"}],"version-history":[{"count":4,"href":"https:\/\/ambeault.net\/index.php?rest_route=\/wp\/v2\/pages\/720\/revisions"}],"predecessor-version":[{"id":1060,"href":"https:\/\/ambeault.net\/index.php?rest_route=\/wp\/v2\/pages\/720\/revisions\/1060"}],"wp:attachment":[{"href":"https:\/\/ambeault.net\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=720"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}