UX Interview

Challenges:With our customers experiencing different types of problems, we’ll first need to:

● Identify the problem, as some customers don’t know what DStv is. Most people don’t even know about divisions in MultiChoice, so they consider everything that MultiChoice does DStv.

● Each user has a problem specific to him/her, i.e some have a problem trusting that a product is a product/service of DStv like BoxOffice. As the BoxOffice website has a different look and feel compared to the main DStv website and doesn’t have the DStv Corporate Identity.

BoxOffice

DStv

Other possible problems:● Lack of guidance through the journey of

our products.● Ambiguous tone of voice when it comes

to our products.● Our products lacking coherence.

With the problems that our customers are already experiencing we don’t want to confuse them even more, telling them the problem is not DStv it’s SuperSport, BoxOffice etc. As some might not want to hear such, it would create total distrust in our products.

Process:We need to gather data of our customers by performing UX Research, as Market Research doesn’t tailor make products for customers unlike UX Research.

● Gather Metrics● Find our customers’ specific

problem/annoyance ● Creating User Personas

Process:● Hopefully shift our customers’ mental

model. Improve their mental model to reflect our business’ system more accurately. i.e. Websites, Apps and/or call center.

Alignment Diagram (Current):

Lands on DStv.com

Supply Website Content

Select BoxOffice

Serve BoxOffice Landing

Page

Select Movie

View Movie Details

Questions:● Is our layout of the BoxOffice website similar to that of DStv?● Are our BoxOffice icons/buttons similar to those on the DStv website?● Are the icons/buttons easy to identify/do they stipulate exactly what

they do?

Click Play

Display Trailer

Customer

Business

Touch Point

Solutions Method employed : Heuristic Evaluation ● Consistency and Standards: Our customers should find it easy

to navigate and use our products. i.e not having to wonder if a specific button interaction triggers an action they want or not.

● Recognition rather than recall: We should reduce our customers’ cognitive load by making objects, actions, and options visible. The user should not have to remember information from one part of the dialogue to another. Instructions for use of the system should be visible or easily retrievable whenever appropriate.

Solutions Method employed : Heuristic Evaluation ● System Feedback: We need to offer customers feedback on

real time instead of when they are about to complete tasks. i.e when they’ve selected a movie they want to rent/watch and click on “watch online” it takes them to the Connect website where they need to login before proceeding to watch the movie, we could tell them to login before attempting to proceed.

SolutionsMethod employed : Affordance● False Affordance: Fix and remove all false affordance on the

sites, e.g BoxOffice Play button doesn’t play the video but rather the trailer of the selected movie.

● Negative Affordance: We should minimise or try to avoid negative affordance, as some of the icons on the DStv website are greyed out as though they are inactive/unclickable.

Measurements:Usability: Conduct further UX feedback sessions with the same customers to assert whether their experience has been improved or not. Measure if there’s an increase in our user satisfaction and higher frequency of task completion.

Quantitative Analysis (ROI): Gather a fresh data set from users and see whether business objectives have been met in light of UX optimisations made.

Conclusion:We’ll borrow tools and techniques from the field of service design to look at UX at an institutional level. This will interrogate whether business objectives and strategy are being met while crafting the intended customer experience within the spectrum of our products and services.

Ultimately the analysis will show how the various touchpoints are served from business to consumer and inevitably that a consolidated DStv brand identity is being delivered.