Sling Latino
- UX Research -
UX research for improving the Sling Latino user experience
Summary
OBJECTIVE
Sling Latino team was interested in getting longer timelines by executives in order to provide better quality work.
ROLE
UX Researcher & UX Designer
SOLUTION
As a part of the in-house agency, I conducted UX research including A/B testing on more detailed designs and user surveys in both English and Spanish.
TOOLS
UserZoom
Figma | FigJam
RESEARCH PLAN
To kick the project off, I met with my team (in-house design & research agency) and the Sling Latino team to understand their needs and from there, create a research plan.
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The Sling Latino team had very tight timelines to deliver projects which in turn, resulted in unfavorable user experience, decreased conversion, and overall metrics. They reached out to 1) hopefully provide executives with data to support wider project timeframes and 2) to get more current user behavior and preferences.
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This included:
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Gather existing designs and redesign with more detail and naturally, would take more time. Then, A/B click test the new vs the original designs to gather user feedback on preference:
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Present English & Spanish versions of the designs, and have users select which one they prefer & why
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Conduct user surveys to understand current user behavior, preferences, and pain points so Sling Latino team could enhance the user experience and create more targeted designs moving forward:​
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Some questions to ask:
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You are interested in watching all the current soccer matches. Please select the design that you think provides the best information.
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Why did you select the design that you chose?
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Website
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Create a banner that highlights price & the free trial
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Create a banner that clarifies that antennas are not required
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How can we design in a way where price is now the focal point?
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Design emails in a way that highlight that this is for Sling Latino so that there is no confusion
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Too much focal point on the show rather than the services
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Offers & services closer to the top
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TV show promos lower than that
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User confusion on price
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Creating a design that is more clear & transparent to improve user trust
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Too much going on – too cluttered
Social
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Background clashing too much with the copy
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Make information stand out more – since that is what users find more important
ORIGINAL DESIGNS
I asked the team to provide examples of their designs to kick off the research. This included an email, social media post, and website landing page.
SOCIAL MEDIA POST
WEB PAGE
CREATED NEW DESIGNS
I recreated the designs in a more detailed manner that naturally required more time, in both English and Spanish, to conduct the A/B testing for the team.
English
Spanish
SOCIAL MEDIA POST
English
Spanish
WEB PAGE
English
Spanish
A/B TESTING
RESULTS
Webpage
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Users remembered the exact wording of “85 channels” and “$10 per month”
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Several users appreciated the ability to personalize the packages to their budget and overall preferences/needs
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Users remembered the word “Latino”, insinuating it’s more memorable
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Least amount of negative emotional response
Social Media Post
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Many users liked the straightforwardness about it; easy to understand
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Some users did not know what ViX was, so there was some confusion with that
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Many users were unhappy that the available content would only be in Spanish and that the shows were in Spanish
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Seeking more English content and titles as well
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Highest amount of positive response
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Many users appreciated the detailed information regarding the matches, teams, etc.
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Most users appreciated being able to see everything upfront without having to scroll, in a simple manner
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Several users did not enjoy sports overall
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Lowest/worst emotional response
SURVEY A | ENGLISH
RESULTS
50 participants took part in this survey in English to best understand the Sling Latino consumer. Results showed that:
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Most were born in the USA and have lived here for over 5 years.
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​Most live with one other person, most likely their partner/spouse
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Most speak English and it is the primary language in their home
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Their favorite genres to view are Action, Comedy, and Drama, where Action and Drama are backed by their preferred choices in movies and shows/telenovelas
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For sports, results show an equal amount of interest in Football and no interest in watching sports overall.
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Main competitor is Netflix - they use it the most and have the best perception of it
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The main driver and also the pain point for them in a streaming service is the price. They also value a variety of options to select from. Besides cost, another pain point is limited content
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​Most spend less than $10 monthly on their streaming bill
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They value affordable solutions
SURVEY B | SPANISH
RESULTS
50 participants took part in this survey in Spanish to best understand the Sling Latino consumer. Results show that:
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Most live with one other person, most likely their partner/spouse
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Most speak English and it is the primary language in their home
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Their favorite genres to view are Comedy, Action, and Drama, where Action/Adventure and Drama are backed by their preferred choices in movies and shows/telenovelas
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Although most are not interested in viewing sports, those that are, are more interested in baseball
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Main competitor is Netflix - they use it the most and have the best perception of it
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The main driver and also the pain point for them in a streaming service is the price. They also value a variety of options to select from
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​​Despite their focus on affordable streaming services, most spend $25 - $49 monthly on their streaming bill
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They value connecting with others and adventures and/or travel
CONCLUSION
SURPRISING NOTES
Although originally the main sport Sling Latino catered to was soccer, the research showed baseball and football as the main preferred sports.
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Besides this, most users did not in fact, want sports as a main choice. Instead, showcasing more varied content such as Action, Comedy, and Drama titles and providing more English options were preferred by users.
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For designs and marketing, a transparent focus on pricing and affordability, followed by connecting with others would be good ways to increase connection and trust with their audience.
RESULTS
After presenting the research process and findings to the Sling Latino team and executives, they were given longer timeframes to provide higher-quality and more accurately-focused work for their audience to increase conversion and meet business metrics.
