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 Director; managing & conducting user researcher, content strategy, and visual design
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Outdated digital product (non-responsive desktop website), bad user accessibility, not optimized for subscription service and recurring payments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 user researchers in conducting UX research with the following goals: learn quickly, validate assumptions, and prioritize features onboarding and retention as a 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 new processes such as design and dev sprints, as well as collaboration tools such as user-centric development strategies.
Finally, I art directed visual design 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.
