ROGERS
Ignite SmartStream
A case study on how we were able to provide a reliable alternative for “cord-cutters” and “cord-nevers” looking for an affordable alternate content
The problem
Rogers was carving its steps with Ignite TV - an IPTV service noticeable for its integration with great media providers (from live TV to Netflix).
Although, the company also had to realize the rising market trend of customers canceling or foregoing cable television service subscriptions, and looking for cheaper alternate content, such as streaming media services.
Users & Audience
Existing Rogers Internet customers and new activation customers looking to forego cable television services: “cord-cutters” and “cord-nevers”
My Role and Responsibilities
• Prime Product Designer. Collaborating with the product team to ideate, define, research, analyze, design, validate and develop features
• Systems thinking; ability to step back and see a project’s larger ecosystem, with a focus on solutions that improve not just one feature but the entire user flow;
• Worked closely with Product Owners, Engineers, Marketing, Legal, Copywriters, and Branding to create a vision for the product area;
The Design Process
Defining the problem
The pandemic had implications in the way Rogers was making business. Customers were feeling less prone to make changes to their TV services, and that changed the strategy that we would be rolling out SmartStream
Key Covid Considerations
44% of Canadian households have been financially impacted by COVID
Comcast reports TV viewership up 6-7%
Household churn improvement as consumers do not want to disrupt service
Approximately 75% increase in daily OTT signups in the US (Disney & Tubi)
Comcast has seen a ~38% increase in streaming usage
56% of Canadians said they are streaming (e.g. Netflix) more compared to 2 weeks ago
Data captured as the program started
A phased approach
Given the scenario that we were in, Marketing decided to roll out Ignite SmartStream through a phased approach. Existing Legacy Internet Customers would be our starting Phase.
Data captured as the program started
Competitive Analysis
Ignite SmartStream was born out of that perception. The first thing we needed to do was to understand the strengths of our products. A proper workshop session was then required with all teams involved in this program.
This exercise allowed us to better understand how to position the value props, the features, and even how content should be informed, in a way that would be delightful for customers.
Competitive analysis
Our audience
From the foundational steps of this program, we knew that Ignite SmartStream would only be available as an add-on for Rogers Internet customers.
Persona
Creating the Digital foundation
We took advantage of the context we were to deliver a first on Rogers' business. The first Digital-exclusive product. Customers would only be able to purchase Ignite SmartStream through our website.
A workshop was rolled out to better understand the teams' ideas and insights in how we would be able to do that
Workshop with stakeholders
Establishing the journey
Ignite SmartStream would be rolled out in multiple phases. We needed to guarantee that - no matter what phase and what scenario that phase would be placed into - the flow would work.
Journey highlighting the points of contact that Customers would have with any information about how the pandemic would impact their experience with Rogers
