Fox Sports Conversion Optimisation
Date: 2016
Duration: 6 weeks
Services: UI Design, Service Strategy
Tools: PhotoShop
http://www.foxsports.com.au/fox-sports-subscription
Optimising the digital sign-up experience for Australia's number one sports website.
I took a part in the project, which was led by a service designer and an experience designer from Wilson Fletcher team.
Fox Sports was looking to increase conversion rate of their subscription page where it displayed information that could have been a little confusing for customers to understand the value of their digital subscription offers, due to the nature of complexity around digital broadcasting rights.
To make it clear for customers to understand what is and isn't included in the subscription, the team mapped out each sports and highlighted the exclusive features.
Fox sports offered products which were relatively low priced for value. There was no big emphasis on this. Billing frequency was also not clearly stated. User testing results showed that participants felt unclear billing term was a barrier to conversion. Since key messages were not communicated effectively, the main focus was to deliver easy to understand messaging.
I've mainly worked on experience design part of the project to help highlight the key features. Simple and clear approach was also taken through in visual design across the responsive page and concepts for marketing banners.
Check out the live page here.
Please let me know if you'd like to hear more about the project.
ashlyn.park@gmail.com