NBC Universal
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©2020 Comcast NBC Universal

Challenges:

To cross-promote the NBCU portfolio (Bravo, E!, NBC, USA, MSNBC, Syfy, Telemundo and Universo), ensuring the experience is seamless, with no dead ends. Through user testing, the content distribution team was to inquire as to whether power users were comfortable with content from other brands across NBCU.

My role:

Guide our team to design, prototype and test new features for cross-platform delivery. Worked with product, principal product designer and engineering to create and implement new features. Ran test sessions, studio meetings, delivered UX documentation and high-fi prototypes for many aspects of the aggregation project.

Incremental improvements

Our personas:

Persona 1 David, 45 TV addict
David is a cord-cutter, and primarily watches Hulu or Netflix on his tablet when he arrives home, as his partner uses the TV in the living room. They have different interests in entertainment, while both enjoy watching their go-to favorite show, Friends.
Persona 2 Laura, 26 Young millennial
Laura uses her parents' log-in details to binge-watch on her phone and tablet. She doesn't own a TV, and loves watching comedies, dramas, Bravo and E! She frequently has a show playing in the background while cooking.

End cards

Guiding the user to their next fave show

End Cards End Cards

Cross-promotion

Discovering shows on other NBCU channels (4% lift in video starts)

NBCU Cross-promo
Annotation

Cross-promotion A/B test on the USA site, showing Syfy content.

Cross promo-Mobile Cross promo-Mobile
USA app Syfy app