Product Innovation
Radio Times
UX Connections collaborates with Immediate Media, a combined publishing house working with specialist content types. A key brand within their portfolio is the renowned show, film and radio related publication Radio Times.
The Challenge
To position radiotimes.com as ‘The Entertainment Destination’, centralising the fragmented media landscape and deepening engagement with users
This was a product innovation project with the goal of formulating a new value proposition for the brand; one to spark greater frequency and depth of user engagement.
A key user pain point found during prior research, at Immediate Media, was user indecision relating to the fragmented nature of the television and film landscape. Users highlighted a need for aggregated TV/Film recommendations to help them find something to watch.
The Business Hypothesis
Personalisation will drive greater engagement
A key part of the project objective was to leverage personalisation technologies to drive deeper brand loyalty with existing customers. One challenge for the brand has been the volume of ‘anonymous’ users interacting with radiotimes.com. As a result there was a need to consider ways to: make these users ‘known’, understand their usage behaviours more comprehensively and to increase their brand loyalty.
A defining trait of the approach taken was an emphasis on ‘learning’ from users at every stage, hypotheses were tested and user-feedback was gathered; this informed decisions. In-line with this, lean and agile methodologies were implemented.
The Solution
A companion app which aggregates on demand provider information to offer trusted, personalised recommendations
The solution comprised of a personalised app which provided TV and film recommendations across on demand services such as Amazon Prime, Now TV and Netflix.
The Results
After phase 1 of the MVP research, which involved a five-week diary study and three surveys, the majority of users in the testing pool said that they would be likely to use the product long-term
Users were particularly positive about: the layout, relevance of the recommendations, the intuitive nature and the overarching value proposition.
When asked about frequency of use, the vast majority of users self-reported that they would use the product on a weekly basis.
Over 70% of the users in the pool said that they do not currently use anything similar and that it is a unique experience.
