New Media

From May 2012 to Sept 2014 I worked as a User Experience Designer for the New Media group. Our team served as an in-house agency for 9 countries in Latin America. Our focus was to provide a riveting online experience that is both user-centered and specifically targeting our DIRECTV clients in Latin America.

optimization Program

Overview

I lead and managed the website optimization program at DIRECTV Latin America, identifying opportunities to refine and optimize our content, features, and the user-experience of our sites.

Objective

My goal through the use of analytics and surveys was to identify aspects of the websites that could use improvement which would boost our business's KPI's and enhance the user-friendliness of our websites.

Process

To improve the website's performance, I would leverage the following methods, review Google Analytics and survey results to develop hypotheses in which to conduct A/B or multivariate testing. More specifically within Google Analytics I would observe bounce rates, page view duration, and event tracking to inform any testing. Based on the results of our testing we would then update the site with the winning variation.

As already mentioned, I utilized surveys as another aspect of website optimization, I implemented a Voice of the Customer survey, Net Promoter Score survey, and additional surveys to inquire about specific products and or features. Each month I would analyze the results and report them to our team and senior management.

Solution

Voice of the Customer Survey

Net Promoter Score Survey

DIRECTV Sports App

We created a mobile counterpart to our already popular DIRECTV Sports site in order to offer a competitive advantage to the DIRECTV Sports brand.

Problem

Based on our analytical research, we found that a significant amount of our users 50.31% used a mobile device for watching programs versus 44.79%, so we felt that it was imperative to offer those users the opportunity to live stream mobile events on their device and also keep up with the latest scores and news of their favorite teams.

Process

The first step was reviewing the content offered on DIRECTV Sports site followed by a competitive analysis of other sports apps and understanding what are the best practices for these types of apps. The app was divided into two phases; during the first phase I wanted the application to offer users what was most pertinent to them, during the second phase I wanted to enhance their experience by allowing them to filter by league or team and having alerts to remind them upcoming games etc. Along the entire process, I would review and iterate based on feedback from product owners and developers.

Solution

Phase 1 Sitemap

Phase 1 Wireframes

Phase 2 Sitemap

Phase 2 Wireframes

DIRECTV Calendar

Based on a UX new feature brainstorm, our team identified a potential new feature that our users could benefit from, sending calendar reminders for programming events they would like to watch using their device's calendar.

problem

Users forget to watch or record a sporting event, television program, or movie. Sending reminders to a user's mobile calendar is a great way to ensure they never have to miss another program.

process

During our brainstorming exercise, we created sketches, once we felt comfortable enough with the sketches, I then further fleshed out the concept into responsive wireframes where users can add /edit/ delete reminders via their account (MiDIRECTV) on any device. Along the entire process, I would review and iterate based on feedback from users, product owners and developers.