1. UX Interview

2. Challenges:
With our customers experiencing different
types of problems, we’ll first need to:
● Identify the problem, as some customers
don’t know what DStv is. Most people
don’t even know about divisions in
MultiChoice, so they consider everything
that MultiChoice does DStv.

3. ● Each user has a problem specific to
him/her, i.e some have a problem trusting
that a product is a product/service of DStv
like BoxOffice. As the BoxOffice website
has a different look and feel compared to
the main DStv website and doesn’t have
the DStv Corporate Identity.

4. BoxOffice

5. DStv

6. Other possible problems:
● Lack of guidance through the journey of
our products.
● Ambiguous tone of voice when it comes
to our products.
● Our products lacking coherence.

7. With the problems that our customers are
already experiencing we don’t want to
confuse them even more, telling them the
problem is not DStv it’s SuperSport,
BoxOffice etc. As some might not want to
hear such, it would create total distrust in our
products.

8. Process:
We need to gather data of our customers by
performing UX Research, as Market
Research doesn’t tailor make products for
customers unlike UX Research.
● Gather Metrics
● Find our customers’ specific
problem/annoyance
● Creating User Personas

9. Process:
● Hopefully shift our customers’ mental
model. Improve their mental model to
reflect our business’ system more
accurately. i.e. Websites, Apps and/or call
center.

10. Alignment Diagram (Current):
Lands on
DStv.com
Supply
Website
Content
Select
BoxOffice
Serve
BoxOffice
Landing
Page
Select
Movie
View
Movie
Details
Questions:
● Is our layout of the BoxOffice website similar to that of DStv?
● Are our BoxOffice icons/buttons similar to those on the DStv website?
● Are the icons/buttons easy to identify/do they stipulate exactly what
they do?
Click Play
Display
Trailer
Customer
Business
Touch Point

11. Solutions
Method employed : Heuristic Evaluation
● Consistency and Standards: Our customers should find it easy
to navigate and use our products. i.e not having to wonder if a
specific button interaction triggers an action they want or not.
● Recognition rather than recall: We should reduce our
customers’ cognitive load by making objects, actions, and
options visible. The user should not have to remember
information from one part of the dialogue to another. Instructions
for use of the system should be visible or easily retrievable
whenever appropriate.

12. Solutions
Method employed : Heuristic Evaluation
● System Feedback: We need to offer customers feedback on
real time instead of when they are about to complete tasks. i.e
when they’ve selected a movie they want to rent/watch and click
on “watch online” it takes them to the Connect website where
they need to login before proceeding to watch the movie, we
could tell them to login before attempting to proceed.

13. Solutions
Method employed : Affordance
● False Affordance: Fix and remove all false affordance on the
sites, e.g BoxOffice Play button doesn’t play the video but rather
the trailer of the selected movie.
● Negative Affordance: We should minimise or try to avoid
negative affordance, as some of the icons on the DStv website
are greyed out as though they are inactive/unclickable.

14. Measurements:
Usability: Conduct further UX feedback sessions with the same
customers to assert whether their experience has been improved or
not. Measure if there’s an increase in our user satisfaction and higher
frequency of task completion.
Quantitative Analysis (ROI): Gather a fresh data set from users and
see whether business objectives have been met in light of UX
optimisations made.

15. Conclusion:
We’ll borrow tools and techniques from the field of service design to
look at UX at an institutional level. This will interrogate whether
business objectives and strategy are being met while crafting the
intended customer experience within the spectrum of our products
and services.
Ultimately the analysis will show how the various touchpoints are
served from business to consumer and inevitably that a consolidated
DStv brand identity is being delivered.