Overview
Project
This project aims to enhance the entertainment experience for DirecTV Stream subscribers by offering them the convenience of buying and renting movies, as well as purchasing TV episodes. Subscribers will have the flexibility to make these transactions either through the DirecTV Stream OSPREY set-top-box or online via the web platform.
Role
Collaborate with the product owner and developers to create a new part where users can cancel their rentals or purchases on the OSPREY device.
Revenue
TVOD is expected to make $75 million in revenue over 3 years with an operating income of $20 million as projected in the Integrated Operating Plan (IOP).
Target Demographic
Customers with DIRECTV Stream memberships
The next phase will provide an additional 20 million. The project has been delayed for two years due to other priorities.
User journey
The project had a quick deadline of 2 weeks, including reviews, to figure out what the business stakeholders wanted to display in the billing and payments section. I needed to analyze the whole user journey to see how a user can cancel a rental or purchase. On the right is the process for how a user rents or buys movies or shows online or on the OSPREY box.
Flow:
When navigating on the watch interface, users will find a TV on demand carousel and a link to the store on the Osprey box. In the STREAM watch experience, users will see the Watch Now tab and the TVOD carousel, with access to the store under the On Demand tab. There are two similar flows for purchases and rentals, both on Osprey box and web watch experience.
My Library
Purchases and rentals show in a customer's library on all devices. Buy only on Osprey box or web. Watch on Roku, Firestick, Apple TV, Osprey box, etc. Rentals appear in "Continue watching" and Library. Purchased Titles show in "Continue watching" and Library permanently. Expired rentals stay in library for 30 days with "Rent again/Expired" badge.
Comps v1
Added an expandable section above billing history to allow users to cancel within 30 days in the account settings.
In this version, I sorted everything by dates. However, users need to click into each section to see the titles because they might not remember when they bought them.
Comps v2
After reviewing internally, sorting by date seemed illogical. I introduced V2 to filter by the first 30 days and sort by date, all shown in one card tile upon loading. Users will see titles immediately and the cancel button if applicable; otherwise, it will be hidden.
Flow:
User scrolls down to Purchases & Rental accordion- opens
See item can be cancelled- clicks on CTA
Open up modal to be cancelled- clicks Continue
See green banner it is cancelled and scrolls down to see they refund back on payment method
Developer Comps
Problems
After presenting the entire problem to leadership, a key issue identified is that users are unable to cancel their purchase through the OSPREY box and website; the option is only available through account management, leading to potential confusion. Moreover, there is a lack of clear instructions on where to go to cancel the purchase, which may result in customers contacting customer service representatives unnecessarily, counter to DTV's aim of reducing call volumes.