Increasing subscriptions and improving the purchase experience at Tele2play
Project
Streaming platform · Tele2 Play
Company
Tele2
Duration
6 months
Team
1 designer, 1 PO, 1 data analyst, 1 copy editor, 6 software engineers
Tele2 is a major telecommunications provider based in Stockholm. Their streaming service, Tele2play, required a redesign to present and increase new subscriptions, enhance the purchase flow, and reflect the new “aggregator” function with the addition of Viaplay content. Also included in the project was the design of the clients’ account pages and presenting regular TV channels as an “add-on” subscription.
Scope of Work
Outcomes
+38% completion rate · -40% early exits · +35% faster purchases
Defining the flow
Before designing any screens, I first had to plan and specify the flow. I focused on one primary use case: Select a streaming subscription with the new TV add-on and activate Viaplay. I proceeded to define this high-level flow for Tele2Play users, as well as a way for customers to upgrade or downgrade their subscription on their account page.
Usability tests with a prototype
After defining our MVP, I proceeded to design a high-fidelity prototype so we could validate our assumptions. We set up usability tests with five Tele2 Play customers with the following scenario:
You are a Tele2-customer with a service like broadband at your home. You are interested in buying a streaming package from Tele2 Play. Let’s say you like sports and watch regular TV.
Proposed solutions
Increasing clarity and transparency
As in Step 1 “Choose package”, the customers were looking for a live price update, I proposed the addition of a “sticky cart” at the bottom of the page to ensure they know their total in this step. This would also rectify the issue in Step 2 - “Create account”, where they were surprised to see their total price in the summary.
Emphasizing the Viaplay collaboration
During our usability tests, 5 out of 5 participants did not realise Viaplay content was included in their subscription until the welcome page. To emphasize the Viaplay addition, we brought Viaplay “teasers” higher up on our homepage and in the product details pages.
Changing subscriptions
Finally, on the “My account” pages, we have allowed customers to easily upgrade or downgrade their subscription. This functionality did not exist before, and upgrading/downgrading could only be handled over the phone with customer service. We have also provided the option to add or remove the TV channels add-on. This decision has reduced the number of calls to customer service and overall friction.
Learnings & results
The redesigned purchase flow reduced friction and made the steps clear, resulting in 38% more completed purchases, ~40% fewer early exits, and a ~35% faster checkout. By presenting both the TV add-on and Viaplay to improve the overall offering, users better understood the full value, leading to stronger decisions and a higher attach rate of both the TV add-on and Viaplay.
