CASE STUDY

Elevating Telia Smart TV: UI Redesign and Improved User Onboarding

Telia Eesti AS is one of the largest telecommunication companies in the Baltic States and member of Telia Company.

I worked for the company as a consulting UX designer who was integrated into an in-house product development team with a task to update the design and onboarding process of the Smart TV service.

My role

As the UX designer on this project, I collaborated closely with a graphic designer and the in-house product team.

My responsibilities included conducting user research interviews and questionnaires, creating personas, and leading workshops to establish the TO-BE user journey.

I developed initial wireframes to test our concept, which evolved into a high-fidelity prototype designed for navigation using a TV and remote.

I conducted user testing, analyzed the results, and presented my findings to the product team, ensuring a user-centered approach and enhancing the overall user experience.

Project outline

Brief & planning

Recruiting

Interviews & questionnaires

Personas

Journey mapping

Prototyping

Testing

Presentation of the results

Methods

The methodology was a classic user centred design approach, starting with user research, followed by prototyping and evaluation in several rounds to iteratively improve the design.

Tools: Zoom, OBS, Dovetail, Axure, Optimal Workshop, Figma, Zeplin

  • I conducted 20 interviews with existing customers and 10 with people not familiar with the existing service. We launched a feedback questionnaire and received 120 answers from existing service users.   I recorded the interviews and used Dovetail to transcribe and code interviews with keywords to mark meaningful topics & quotes to work with during analysis & synthesized the findings by creating affinity diagrams.

  • Based on the interview data, I created 8 personas and short scenarios to be used as input for journey mapping.

  • In order to get the team on one page and introduce the results of the target group interviews, we conducted TO BE journey mapping sessions with the product team.

    I was able to use the knowledge gained from the target group interviews and survey to consolidate a vision for a TO BE user journey that included both end user input, technological constraints and business needs

  • Based on the developed user journeys and personas, I initiated the creation of the information architecture and wireframes for the Smart TV interface. These wireframes were regularly reviewed and refined in collaboration with the core team. To validate the navigation structure, I employed card sorting and conducted brief online navigation tests using Optimal Workshop.

    Once the wireframes were validated, a graphic designer created a styleguide in Figma that I used for developing a high-fidelity prototype in Axure. This prototype was rigorously tested through a series of user sessions involving a TV and remote control. Based on the feedback gathered from these tests, the prototype was incrementally improved to better meet user needs and enhance overall usability.

  • The prototype was with a TV and remote control in the premises of the company with 20 test participants recruited by the in-house marketing team.

    The sessions were analysed and usability problems categorised  with the help of a usability problem severity decision tree.

    The identified issues were explained and visualised in the form of a slide presentation.

    The results were presented to the core team and prototype was improved based on the results

Wireframe view

Wireframe view

High fidelity prototype view of movie information

High fidelity prototype view of movie information

Prototype view

Prototype view

Impact

Through in-depth user research and the creation of detailed personas, I provided the team with critical insights that guided the design process and ensured a user-centered approach.

My development of the information architecture and wireframes, validated through rigorous methods like card sorting and online navigation tests, helped establish a solid foundation for an intuitive Smart TV interface.

By designing and iteratively refining the high-fidelity prototype in Axure, and conducting comprehensive user testing, I was able to significantly enhance the usability of the interface. My iterative improvements based on user feedback ensured the final product was both functional and aligned with user needs, ultimately driving the project towards a more effective and user-friendly solution.

Deliverables

Coded & anonymised transcripts of interviews

Personas and user journey maps

Wireframes and information architecture

Validated and tested prototype

Testing results