— PROJECT NAME
Fire TV Personalized
Screensaver
— ROLE
UX Designer
— DATE
11/2018
The problem
While the ability to personalize the screensaver has always been present on the Fire TV, there was little engagement with the feature. We had the opportunity to bring focus to the screensaver and get our acquisition numbers up.
The solution
We created a simple step by step flow that would only show if a customer does not have a personalized screensaver. An overlay appears with two CTA's. If the customer decides to personalize, the flow continues. The customer can skip, and the overlay will be shown on a different day. To simplify things on the backend, new and existing customers had the same flow.
The feature launched in November 2018. By the end of the 2018, 150K net new customers had personalized their screensaver.
Early Concepts
With little time to waste, I got to sketching out some early concepts. I wasn’t just thinking about the flow, but additionally what happens afterward. How does the customer update the screensaver? Can we make updates to the current screensaver settings page?
While working on the flow, I had this idea for a new screensaver landing page where a customer can use other photo albums or collections from their account. It would also serve as an ingress point back into the flow and to the screensaver settings.
Early sketches and flows.
PM and I whiteboarding the flow.
Mid fidelity new customer mocks.
Screensaver landing page concept.
Concept hi-fi flow with waiting states.
First flow shared with devs.
The Design
After testing and scoping, I removed the option for uploading from a computer to keep it simple. There were also many cases where a customer would get stuck in the flow without buttons (timed out, backend issues, etc.), so they were added back. The idea for adding a screensaver landing page was shelved.
The final flow broke down into these steps:
- 1. Personalize your screensaver (Get started / not now)
- 2. Download the mobile app (Ok, I've downloaded it / Text me a link)
- 3. Who can add photos to your screensaver? (Just me / My family)
- Depending on the selection, an album (Just me) or Group (My family) was created.
- 4. Add photos to your new screensaver (Ok, done)
One of the subtle things in the flow was having the button selected for the hero path, creating a Group. 73% of customers would end up taking this path. The benefit to this path is the ability to add family members (or anyone) to add photos, thus creating a richer customer experience.
Hero path prototype.
2021 Update
The opportunity came up to update the overlay. We redesigned it using the new design system used on the Fire TV.
Old vs. new overlay
Video created for devs to show the new animation.
Results
The feature launched in November 2018. By the end of the year, 150K net new customers had personalized their screensaver.
In future iterations, I included a progress bar for each step. We saw a 3% increase in completion.
Since letting family members add photos was selected the most, we removed the option altogether a few months later. This lead to a simpler flow and a drop in abandonment.
