TFC Online (TFC.tv)
TFC (The Filipino Channel) Online is the flagship video streaming product of ABS-CBN, with a reach of approximately 14 million Filipinos worldwide.
Role:
UX Direction: managing & conducting user research, content strategy
Art Direction: as an individual contributor, responsible for visual design of the web, native mobile phone app, and tablet app
Problem:
Outdated digital product (non-responsive desktop website), bad user accessibility, not optimized for subscription service and recurring payments
Solution:
Design a unified product experience with seamless onboarding, content, engagement and retention strategy
Results:
Improved team, department, and organizational processes, optimized digital product including native iOS, Android, & Roku apps.
Digital Transformation Begins Here
As part of the organization's digital transformation initiative, I came onboard & and used TFC Online (TFC.tv) as a project to unite and collaborate, implementing a UX strategy, increasing my team’s skills capacities, promoting a user-centered culture, & various other think-tank efforts.
Discovery
In order to understand our users better and to grasp a better understanding of the gravity of their various needs and priorities, I led a small team of UX designers in conducting UX research with the following goals: learn quickly, validate assumptions, and prioritize features. Onboarding and retention were our point of focus.
Designing The Experience
In designing the experience, it was key to get insights from our users in our different regions and markets so that we could offer a product that would be valuable for customers of every spectrum…both paid subscribers and free registrants. This was done internally via a new process I implemented at the company leveraged from Googled Ventures called the Design Sprint. Other insight tools such as the current product’s net promoter score helped us design a better experience.
Finally, I established the internal design system that was intuitive and optimized for our user base. We crafted a familiar, trustworthy, mobile-first design that we would release as a prototype for remote and local usability testing and insights gathering. From the results we received, we were able to ship two products: a paid monthly subscription model and an ad-supported model, both revenue-generating and both helping to boost the org’s profits that in turn helped them continue fulfilling their mission to be in the service of every Filipino, wherever they may be.
Lessons Learned
I was proud to lead the charge of building a nascent UX team that would produce the company’s flagship digital product. Together we learned of the many roadblocks that get in the way of achieving the end goal for our users, including headcount change, shift in stakeholder direction, and other outside influences.
The biggest challenge and lesson learned was taking on such an epic at such an early stage of our UX maturity. We were able to release a redesigned responsive website experience along with native iOS and Android tablet & mobile phone apps. However, we did pay the price a bit with some design debt that we took on as a further challenge for improvement.