QTV WEBSITE

Mariana Raltcheva

Version 1.0

Outline

The Timeline

Problems to solve

Audience/Learnings

Requirements

KPIs

Wireframes

Next Steps

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Project timeline and steps

https://app.asana.com/0/1197803796843257/timeline

https://app.asana.com/0/1197803796843257/timeline

Website purpose

1. Introduce Qwest TV
2. Drive sign ups to SVOD
3. Strong UX for SVOD to decrease churn rates and increase content views
4. Discoverability - SEO optimized new content
5. Membership (loyalty) program
6. Communicate Partners and Linear offering (where to watch & program?)
7. Communicate Edu

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To be agreed with wider team

The Problem we need to solve

A website For the customer point of view

• Design - looks outdated, busy, needs an update on QTV branding (good opportunity to define our brand identity)
• User experience - low churn rates, bad reviews (ie language, navigation etc), high drop off rates, low content views, bad checkout experience, no loyalty program, no “personalisation”
• SEO/discoverability - weak onsite SEO
• Content - missing content such as contact us, about us, partners etc

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For Qwest TV team

• Templates: Currently we are building many pages from scratch in Webflow - there is a feeling that we design constantly which means consistency is off. Need to have flexible pre designed templates that can be amended for landing pages and to build on website (it shouldn't be static).
• Usability: drag and drop functionality/ easy to amend pages

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Sign up experience

Can only sign up here. Currently this can’t be integrated on a landing page to decrease click to purchase

If a user clicks away and doesn’t enter card details. We create a “registered account. They have no confirmation of this. Some also think it means they have subscribed. A/B testing

Badly designed email - no flow setup currently. Need API integration from okast

Personalisation

My account - move to a more strategic membership/loyalty account.

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Add - music preferences to leverage for email marketing.

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Reward points with referral offers

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Technical check & approach - with Lucas

We have my list and resume watching.

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We can add: Algorithmic Video Recommendation to increase retention (okast offers this) -

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Gifting Experience

Badly designed - need to create a seamless user journey

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Search/ Navigation

Define a new hierarchy for search and discoverability - capturing 3 genres.

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Who are we building the website for?

The artist/ music connoisseur

Age; 25-35, Male skewed

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Age: 35- 45, Male skewed

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In the music industry or just extremely passionate about music.

Has strong musical knowledge and know what they want to see.

They want to stay in the know and discover new artists and musical experiences.

The music lover

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Age; 25-35, Male skewed

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Age: 35- 50,Male skewed

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Needs inspiration and a guided journey.

Doesn’t want to be talked down to but wants to learn more.

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Age bracket insights

Age; 25-35 - Millennial

Age; 35-50 - Gen X

• Similar interests. Millenials are more interested in nightlife activities and technology while Gen X are more focused on news/politics and business.
• Mobile is key for both
• Millenials are more active on Instagram and Facebook but Gen X are also active

Requirements to redesign

Website redesign that meets the below requirements

• Integration with; Stripe, Mailchimp (this will change in the future), Okast, GA
• Mobile optimisation + App (?- need to update this too)
• Be a building block to grow in the future easily (phase 1 of launch)
• A strong design - that is translated into “Brand Design Guidelines” to be used on all platform and Qwest TV communication
• Optimised user experience - through clear navigation, leveraging all of okast features, quick load times etc
• SEO - to work with Arnaud & medici as a benchmark
• 3 languages and 3 local websites; english, french, japanese (more to come)
• Showcase 3 genres
• Archival, Interviews, Docus, Concerts
• Analytics and tagging to be done
• Qwest TV Edu - how this should differ to qwest.tv
• Linear TV - page

Video content to be featured have

KPIs

KPIS - then we can outline our KPIS with tactics

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Video experience

• Increase average watch time to xxx by personalisation,shorter formats, design and navigation experience.
• Increase retention rate to xx by personalised experience, a My Profile (CRM) with reward points

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Drive visitors:

• Increase Organic Search visits to xx by

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Conversions:

• Strong campaign landing pages with
• Easy sign up process
• Email Sign ups
• Registered users
• Information capture
• Loyalty points

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Site Map

Timeline

To be created here

Wireframes

Content and UX requirements for each page to be outlined:

• Homepage
• Partners
• About Qwest TV
• Gift
• My Account
• Campaign pages
• Affiliates
• Linear - monthly highlights ? + where to watch
• …..

Appendix - data

The videos viewed have low average session duration.

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The sessions with the longest duration do not have many views

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Organic search - drop off rates are high

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• Video experience needs to be key
• How users fund content
• Different video lengths - ie Ted Talks
• Personalisation “recommended for you”

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• Video platform - this is integral to the website experience.
• We need more data
• We need more flexibility in applications - ie automation
• Linear TV
• SEO focused content
• Education Section - this looks like it will continue to grow so we need to plan for that
• Easy to edit landing page templates. With a smooth and expected conversion journey for our campaigns
• Partnerships ??
• Apps?

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Benchmark

Video content - grouping

Based on Okast :

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• Confirm our visual identity - linked to brand identity
• Build new Site Map & identify content we need
• Identify and plan for future requirements

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