Evolving Singtel TV to Capture the Smart TV Market

After understanding user pain points and business goals, I reframed the challenges into three key opportunity areas to guide our design direction:

With seamless auto-login for Singtel Fibre subscribers, we eliminated login friction with background validation, invisible to users.

This can help the business to:

• Reduce abandonment at the login stage
• Lower support calls for login issues
• Achieve faster time-to-content

To provide a frictionless viewing experience, users with an incomplete video are able to continue watching their previous video with auto-play.

This can help to improve higher watch session length and completion rates.

As Singtel Smart TV app was a new launch, our current user base was still using the set-top box. Hence, there was a need to ensure familiarity with the UI so that users would be able to navigate through the new space immediately without going through a steep learning curve.

To increase user engagement, we introduced meaningful discovery, where users can browse recommendations based on their most-watched genre, channels, or community-curated lists. Examples:

• Most watched by you
• Popular channels
• Most watched series
• Featured films

For users who already know what they want to search for, they can use the search feature or check what’s showing next on their preferred live channels via the EPG.

Depending on the number of TV pack subscriptions a user has, the included TV channels may exceed 25. To enable users to browse what’s showing on their favourite channels seamlessly, we introduced the favourites function. Favourite channels are prioritised to the top of the list, so that users have quick access when they land on the EPG.

Use the remote, press the down arrow button to explore the bottom peek, and read the show’s synopsis. Browse recommended shows that are relevant to the channel or video genre to increase watch time.

The previous experience required customers to call 1688 to purchase, with a long waiting time to reach a customer service officer, resulting in drop-offs.

This purchase journey can help to reduce user drop-offs and dependency on external channels, such as desktop or mobile purchase flows.

Users can also view the channels included in the pack without having to use other platforms (such as desktop or mobile phone) to search for what’s in the pack. This provides transparency and empowers users to make informed decisions.

To prevent situations such as a child purchasing add-on packs without the parent’s consent, we introduced a security measure that is easy for the user to remember. Simply enter the ID number of the main account holder to verify and purchase.

Once the purchase is successful, the user can proceed to watch their new pack immediately.