PURCHASING OLYMPICS on STAN

 

Drive Olympic subscriptions on Stan across mobile, TV, and web.

OBJECTIVE

IMPACT

112% increase in conversion rate for current subscribers adding on sport

31% of Olympics subscribers signed up through newly created journeys for consumption-only flow.

UX Lead collaborating with Product, Tech and Marketing Stakeholders.

MY ROLE

BACKGROUND

Sport was behind a paywall. the Olympics unlocked a major opportunity to optimise discovery and drive conversion.

In 2020, Stan launched Stan Sport, adding a new primary navigation item that led directly to a paywall. To see any content, users need to upgrade to a sports add-on for $15. This al

The business had not decided how Olympics would be priced: so we had to ACCOUNT foR 3 SCENARIOS, on TV, WEb and MObile DEVICES

  1. Included with Stan Sport add-on

  2. As an additional add-on on top of Stan Sport

  3. As a one off pay-per-view event.

The Olympics lead Product Manager left his position: I JUMPED IN TO DEFINE SCOPE & REQUIREMENTS

I had to define scope and business requirements, whilst we awaited a replacement or PM with capacity to help out.

Mapped all Olympic purchase touchpoints across the user journey, to identify where design and tech work is needed.

Highlighting where new flows need to be created from scratch, existing flows need to be uplifted or ‘Olympified’.

Audited touch points across every platform, and identified all opportunities for optimisation.

All on platform work was allocated to me, and all pre-login or post-cancellation was allocated to the growth squad. Growth PM stepped in at this point to help drive this iniative.

Of 15 flows, I was allocated 6.

Scope was defined; and offering decided (thankfully).
Olympics would be included in Sport add-on.

How might WE ENTICE current stan users to purchase Stan Sport and watch the Olympic games, on any device they are on.

Hypothesis

If we showcase Olympic pages to Stan subscribers, then highlighting events they’re missing will create FOMO and drive upsell.

Key Challenges

Consumption-only rules on TV’s and Mobile Devices - meaning customers can’t purchase and will hit a dead end.

How might we remove friction and the dead-end of these flows so that users don’t give up.

Current 1 step flow for sport results in immediate cancellations.

How might we make the journey clearer, and more efficient by reducing information overload and reducing immediate cancellations.

Very little front-end capacity due to other Olympic features. Only changes can be made the back end.

How might we create a flow repurposing existing build (story of the Olympics on Stan lol)

Olympic pages could be shown to customers, but we lacked the technical ability to display a locked-content indicator.

How might we indicate to customers that the content is locked.

Solution

NEW: EMAIL FLOW & QR Code Entry Point FOR DEAD ENDS

This new flow provides a frictionless signup path for consumption only devices, allowing users to simply check their email for a link and upgrade seamlessly.

Platform Plan

WEB - ✅ Purchase Available
Apple TV - ✅ Purchase Available
Stan TV - ✅ Purchase Available + 🆕 Email + 🤳 QR Code
Roku - 🆕 Email Link+ 🤳 QR Code
Android TV - 🆕 Email Link + 🤳 QR Code
Android Mobile: 🆕 Email Link
IOS Mobile: 🆕 Email Link

NEW: STAN SNEAK PEAK for Sport & Olympics

Although adding free/premium signifiers on tiles was out of scope, we made a trade off - we still wanted to test an exposed categories. Gor non-sport customers, each page featured a top-of-page rail highlighting freebies. By design, everything outside this ‘special group’ was implicitly locked.”

On purchase devices:

Added a step to reduce Cognitive overload & reduce surprise charges

Previously, purchase required a single click. We hypothesised that adding an extra step would reduce on-page clutter, make users feel more secure, and prevent accidental purchases. It dramatically won in an A/B Test - with massive pushback from the business.

STEP 2: CONFIRM PURCHASE

STEP 3: SUCCESS Screen

Outcomes

112% UPLIFT IN CONVERSIONS on Sport

Crazy stuff - contributed to Stan beating stretch target for Olympics subs.

31% came through new EMAIL-Link

QR was far less successful… likely because the email link already provided an easy, effective path.

Continued use TODAY

This flow was implemented on sport and pay-per-view events going forwards.