Understanding the Impulse Shopper

A major retailer was...

I was asked to unpack

As a result, I built an analytical model, and from a business standpoint, the company achieved its goal: renewing it's most major contract

The Platform: A network of locations, from sea to shining sea 

The Problem

Business was lagging
Were our screens to blame?

The product: Entertainment media served up while we dine.

The Research

With a wealth of research at our fingertips, the first challenge was to define what TV could mean to a mobile-first audience.  Short-form content was a must, but what content really mattered, when we individually have the finest on-demand entertainment systems in human history at our fingertips?  What would turn passive viewers into active participants? Is TV dead? 

Serious questions, indeed.  We started with the assumption that we had a shot to be relevant and delightful if we treated their attention as gold, and in exchange we'd give them fun content which could be converted into social currency.

Because we were on-air on Day 1, we adopted an abbreviated UX process, where testing was done live, rather than in isolation.

Phases

DISCOVERY

• Define Business Requirements, Platform and Competitive Landscape

• Understand Users
• Understand Systems Limitations

DEFINITION + DEVELOPMENT

• Structure and Scope
• Personas, Flows, Scenarios 
• Consumer Experience, Interactive Engagement / Show Flow

TESTING and DELIVERY

• Structure: This went quickly, as we were already on-air
• Content and Creative Products

The Strategy

1. Forget about the screens, focus on the consumer
2. Define personas, awesome features, task flows
3. Wireframe the experience, testing interactivity throughout

From a universe of users, we targeted college-age guys 
and built an experience for them