Taylor Swift NOW– UX Case Study
Explore how I elevated the sign-up/login journey for the world’s top retailer, driving a 35% surge in account creation and substantial improvements in authentication rates.
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THE CHALLENGE:
In 2016, AT&T embarked on an unprecedented collaboration with global sensation Taylor Swift to deliver exclusive content to its customers. As the UX/UI Lead for this project, I encountered a distinctive challenge: Taylor Swift’s team required meticulous approval over her brand representation, leading to prolonged response times. Our mission was clear—to create a seamless user experience across DIRECTV and U-verse platforms while addressing these concerns.
Defining the Key Pain Points:
Our primary challenge was simplifying navigation through Taylor Swift’s extensive content catalog. Conventional labeling methods proved cumbersome for users seeking specific content. Categorizing certain content, like fan videos, posed additional challenges.
EXECUTION:
Design:
We focused solely on video content to enhance navigation, omitting audio and photos. We introduced carousel navigation for quicker access, enabling left-right browsing for carousel titles and up-down exploration of sections. Carousels with over ten videos featured a “View More” button for grid-style navigation, ensuring app performance. We eliminated info screen pages to enable immediate video playback, reducing redundancy.
Prototyping:
Our prototyping process spanned three phases:
1. High-fidelity comps and wireframes depicted the app’s intended design.
2. An InVision prototype served as a dynamic document to identify inconsistencies and validate navigation.
3. A production-ready prototype on set-top-box hardware facilitated performance testing and stakeholder feedback.
Testing involved in-house evaluations with employees due to the app’s confidential nature. User feedback drove crucial refinements, including the introduction of the “View More” button and clarifications to carousel navigation.
Taylor Swift NOW launched in December 2016, marking a significant collaboration milestone. Despite technical issues on the U-verse platform, the project established a foundation for future partnerships between AT&T, artists, and sponsors. This case study underscores my problem-solving abilities and capacity to deliver user-centric solutions in high-profile collaborations.