FOXTEL KIDS APP

ROLE IN THIS PROJECT

I was the UI/Visual Designer in this project. I worked closely with the UX Designers and assisted in creating wireframes, user flows, prototypes, UX specifications and user testing. I also collaborated with business analysts, product managers, developers, branding team and other stakeholders.

DEFINING THE PROBLEM

While the linear TV kids channels are working relatively well, the IP service for kids content is underutilised relative to benchmarks set by global television companies.

SOLUTION

A dedicated application for Foxtel Kids that is/has: Filled with entertaining and educational content. Content and application designs suitable for kids

from 2 to 9. Fun, easy to use and safe.

PRODUCT VISION

Foxtel for Kids to be the primary viewing platform for Australian parents and kids to go to for kids content. Easy to access and a safe place to be entertained and inspired by the best kids content.

RESEARCH

The research project should provide a good understanding of the market opportunity and customer problem to allow Foxtel to commence the Concept creation and Scope Definition phases for the new Foxtel Go for Kids product. At the end of the process, Foxtel must receive a clear understanding of the relevant user groups for the product, the Customer Segment pains, gains and tasks for each user group, so that we can define the Value Proposition. The output of the Research project must be accepted by stakeholders who need to feel like they are part of the journey.

RESEARCH BACKGROUND

Foxtel’s research shows households with Kids aged between 2 to 9, Children’s programming is as important as Sport. The penetration is highest among pre‐schoolers (2-5), with perceived value also declining with age.

GOALS

Value for families. Allow Foxtel families with young kids to get better value from their broadcast and Foxtel subscription. Create more touchpoints for Foxtel families with young kids to access Foxtel’s over the top content. Reinforce the Foxtel channel brand value.

TARGET MARKET

PARENTS

  • Who have kids between 2-9 years

  • Existing & new Foxtel subscribers

  • Customers with smart devices connected to the Internet over Wi-Fi or mobile networks

  • Have access to smartphones and tablets

  • Customers who don’t perceive value for our Kids tier

KIDS

 

  • Aged between 2-9 years

  • Kids who love watching their favourite shows and discovering the latest new content from our channels

  • Kids who want a service that allows them to discover the content they wish to watch

WHAT WE INVESTIGATED

  • Whether a standalone app is most valuable for children aged 2-9 years and parents

  • Which competitor services parents use and why?

  • General behaviour parents have around managing how their children consume VOD content

  • What specific features parents value in a VOD app and concept testing of the initial design

OUR RESEARCH & DISCOVERY INCLUDED

  • Competitor analysis and features parents value the most

  • Kids content decisions for ages 2-9

  • Parents and kids pains and gains

  • Defining the scope for both tablet and mobile apps

  • Prototyping, user testing & iterations

IDEATION & DESIGN

It was now time for the fun part: coming up with ideas to solve the problem.

One of the easiest and most effective ways of brainstorming ideas is through sketching. We started by sketching as many different ideas as we could think of. Once we had a bunch of them, we discussed them in more detail and selected the key ideas.

BRANDING

I had the opportunity to design the branding of the Foxtel Kid’s app, including illustrations of the characters and animation.

AWARDS

2017 TECH Design Awards 

BEST NEW SERVICE SILVER

iTunes APP Store 

3.8, 181 ratings

© 2019 by Mabelle Montina