Project Goal
To generate and facilitate streaming device sales by creating an engaging component capable of being place in both upper funnel and buyflow pages.
Scenario
The Device Wizard was designed to help potential customers understand and add DIRECTV’s Gemini streaming device to their orders. Its primary goal was not just to drive sales, but to clarify that a streaming device is optional—while still demonstrating how it can enhance the overall viewing experience by seamlessly combining DIRECTV channels, streaming apps, and smart home features in one place.
Challenge
The challenge was to create an experience that informed and engaged, rather than feeling like a sales pitch. While increasing device adoption was a key business objective, our approach needed to focus on user education and transparency.
Historically, product flows required customers to purchase at least one streaming device, leading to friction and confusion. Our task was to remove those forced requirements and instead showcase the value and convenience of having an all-in-one home entertainment solution powered by the Gemini device.
Device Wizard Progression
My Role
- Content Strategy: Gathered insights from the customer journey map to define the most effective messaging approach.
- UX Collaboration: Partnered with the UX designer to build a journey map aligned with both business and user goals.
- Microcopy Design: Crafted concise, user-centered copy that guided users through decisions without pressure.
- Documentation: Created a content requirements document for developer handoff, outlining functionality and tone.
Applying Dynamic Copy for Different Scenarios
Solution
We designed a simple, guided experience that positioned the Device Wizard as a helpful recommendation tool rather than a sales mechanism. The flow required users to answer only two quick questions, keeping the interaction short and intuitive.
Working with marketing partners, we recommended placing the component within the Gemini product page, where users were already learning about the device. This placement allowed users to naturally transition from exploration to action—without being interrupted by additional explanations or marketing prompts.
The Gemini page itself provided all the necessary written and visual information about the device’s features, ensuring that by the time users reached the Device Wizard, they were already informed and confident in their decision.
We also integrated the Device Wizard into the package configuration page, where it automatically retained user selections made earlier. This created a consistent and seamless flow, reinforcing prior decisions while allowing flexibility to make quick changes if needed.