DIRECTV Billing & Payments (Television on Demand)

Project: This project will provide DirecTV Stream subscribers the ability to purchase and rent movies and purchase TV episodes. DirecTV Stream subscribers will be able purchase through the DirecTV Stream OSPREY set-top-box and online(web).

Revenue: TVOD should generate $75MM in revenue over 3 years plus an operating income (OI) of $20MM as forecasted during the development of the Integrated Operating Plan (IOP)"; This is the MVP.

NOTE: the next phase will deliver another 20MM. The history of this project is that the biz has been trying to get it out of the door for the past 2 years but other projects took priority.

Role: Work with product owner and developers to define, design and develop the user experience for an added section for users to cancel rented/bought purchases on OSPREY device

Target Demographic: Users with DIRECTV Stream accounts

 

User journey

This project had a tight turnaround (2 weeks with reviews) to understand what business stakeholders had wanted to show in the billings and payments section. I had to look at what the entire user journey was to understand how a user can cancel what was rented/purchased.

To the right is the flow for how a user rents/purchases movies or shows online or on the OSPREY box

Flow:

When user navigates within the watch experience, on the Osprey box, they will see a TVOD carousel and the ability to link to the store. Similarly, when a customer launches the STREAM watch experience, user lands on the Watch now tab and the TVOD carousel is displayed. Access to the store will be within the On Demand tab. We have two flows, represented, for Purchases and Rentals. They are very similar between rentals and purchases, as well as between Osprey box and web watch experience. 

My Library 

Purchases and rentals will appear in a customer’s library on all devices, meaning I can purchase only on Osprey box or web, online experience, but I can watch on any device (Roku, Firestick, Apple TV, Osprey box, etc.) Rentals are displayed in both “Continue watching carousel and the Library. Purchased Titles are displayed in “Continue watching” and permanently in the Library. (Newest to oldest) Expired rentals will stay in the library for 30 days. The title gets a Rent again/Expired badging 

 

Comps v1

I added an accordion section above billing history to solve this problem so users could go into account management to cancel if it was within 30 days.

In this version I was sorting everything by dates, but problem is users would have to go in and click into each section to see the titles since they probably did not remember when it was purchased.

 

Comps v2

After doing internal reviews sorting by date did not make sense so I came up with V2 where the it is filters for the first 30 days and sorted by date, but in one card tile on load. User will be able to see the titles right away and if the item can be cancelled the cancel button will show. If it cannot be cancelled the button will be suppressed.

Flow:

  1. User scrolls down to Purchases & Rental accordion- opens

  2. See item can be cancelled- clicks on CTA

  3. Open up modal to be cancelled- clicks Continue

  4. See green banner it is cancelled and scrolls down to see they refund back on payment method

 

Problems

After presenting to leadership entire problem with this flow is user can not cancel where they bought the item (OSPREY box and website) instead of account management. There is no copy anywhere where to go to cancel as well so only if the user saw this before when looking at their bill so this could still lead to calls to customer services agents which is what DTV is always trying to drive down.