Problem

After signing up, users were frustrated about waiting for the technician to come home to set up for them to start enjoying their new service. It killed all of the excitement. How do we design an engaging, self-install experience to get users to watching video fast and keep the excitement alive?

My Approach

Partnered with Google and became a subject matter expert at Android TV’s setup framework. Scoped  design effort with Product, Dev and Manufacturing. Created a storyboard to identify opportunities to maximize delight.

Assembled a team of UX, UI and motion designers. Set a creative direction for the initiative. Created a modular setup flow to align design, architects, developers and product. Iterated on detailed designs for each module.

Heavily engaged with user research team to conduct multiple ethnographic studies. Refined the setup experience from the learnings and plotted customer’s emotional journey through each screen in setup. Communicated recommendations to Google for refining Android TV platform.

Result

Pioneered the design for the soon to be launched AT&T-TV’s self-install experience – the first of its kind for a live video platform