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.
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.
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.
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.
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.
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.
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
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.
I had the opportunity to design the branding of the Foxtel Kid’s app, including illustrations of the characters and animation.
2017 TECH Design Awards
BEST NEW SERVICE SILVER
iTunes APP Store
3.8, 181 ratings