Shaw & Shaw Direct On Demand

Lead UX Designer, Shaw Communications Inc.

Background: The objective was to improve On Demand online orders by identifying benefits and providing ordering support on the Shaw and Shaw Direct On Demand landing pages.

Approach: Early in the discovery process I identified that traffic was not, and should not, be directed to the VOD landing page. Instead, traffic should continue to direct customers to the On Demand online library (vod.shaw.ca/vod.shawdirect.ca) so that customers can immediately begin browsing and ordering content. This meant that identifying benefits and ordering support on the landing page as requested would not meet the user needs or business goals.

I immediately raised this concern with the Business Lead and Product Manager recommending to address these barriers at the source on the On Demand online library. We immediately focused on the new direction and returned to the original request in a future phase.

Discovery of Current User Flows

On Demand Online Recommendations

On Demand Landing Page

Summary: After addressing the On Demand benefits and ordering support directly on the On Demand online library, we then redesigned the landing page to address the needs of customers and non-customers browsing the On Demand information page.  

After exploring and prioritizing benefits based on user and business needs, the new page focuses on overall great and expansive content, content available with each plan and where to watch and how to order.