Service Overview
The strategy for the Foxtel Kids app is to engage directly with both kids and their parents, focusing on great content in a safe environment. Aimed at 4 to 9 year old kids the app shows the exciting Foxtel kids content on offer and the characters that they can discover easily on the kids app, whilst showing their parents that it is a safe place with a range of extra control and safety features, with the added bonus of offline viewing to take the experience anywhere, anytime on your device.
Organisation
Foxtel
Team
Philippe Lasserre - UX Design Manager
Jess Naylor - UX Designer
Mabelle Montina - UX Designer
Maya Joseph-Kattakayam - Product Manager
Richard Cole - Senior Product Manager
Victor Simone - Senior Architect
Karthik Sivaram - Development Lead
Peter Perrera - Senior Developer
Anthea Dare - Head of Product Marketing
Nichola Meek - Channel and Partnerships Manager
Meredith Murphy - Product Manager
Service Brief
The strategy for the Foxtel Kids app is to engage directly with both kids and their parents, focusing on great content in a safe environment. The app is aimed specifically at children aged 4 - 9 years old to showcase the exciting Foxtel Kids content on offer and the characters that they can discover easily on the kids app. In addition the app provide parents with a range of extra control and safety features, with the added bonus of offline viewing to take the experience anywhere, anytime.
The engagement with each of the customer types (both kids and parents) is based around the favourite TV shows and the characters that speak directly to the kids, as well as the key safety features that speak to the parents ie. helps me manage WHAT my kids watch and HOW MUCH they watch.
Marketplace Need
The Foxtel Kids app was one of the first apps in the market to offer download for offline viewing with a particular focus on kids content and safety. Offering download extends the ability to watch Foxtel content in more places and provides customers with more choices for their mobile TV viewing needs
A number of other features were innovative and were the first Foxtel products to offer these features, these include download for offline viewing, a PIN controlled timer that would also lock the app indefinitely and the ability to have either G and/or PG shows filtered.
User Experience
The first time user engages with the application through an on boarding process, which is designed to create the best and most relevant experience possible. This includes an option for parents to indicate which age group(s) their children belong to, so that the Homepage can be filtered to show age appropriate content only.
This is immediately valuable for our users, as it reduces the time and effort required to find relevant programs. Also, this approach fosters a sense of safety and trust, which our customer research and user testing revealed to be a top priority for parents.
The application displays in a landscape orientation only, with large buttons that are easy to manage for little hands. The app features branded channel pages, allowing for each of our channels to provide colour and character. All pages with the exception of the settings are entirely image driven with a heavy emphasis on recognisable characters and images for each episode, this does not require that a child can read in order to use the app.
Service Marketing
The key engagement features of the marketing campaign is to utilise the Foxtel App mascots to demonstrate the benefits of the app, we named these characters (Dinah, Oge and Five) in order to give them personalities and utilise where required throughout the app and the campaign. Personifying these characters has allowed us to explain each of the safety and control features in a fun and engaging way, whilst being able to educate the customers on what the app can offer for their needs, particularly with new features such as download to your device which requires some degree of customer education on how it works etc.
The use of characters combined with the strong channel brands and rich imagery of the service has allowed us to leverage these assets across print, digital and on air touch points to drive customer engagement and excitement.
Foxtel is committed to customer privacy. The application falls under the residential subscriber agreement and the encompassing privacy policy (https://www.foxtel.com.au/about/privacy/privacy-policy.html). As the application is for subscribers we insure anonymity through all of our analytics and content discovery.
2017 TECH Design Awards
Best New Service
This category recognizes the new tech service from a start-up to an industry leader. Innovation, exceeding user expectation and marketplace relevance are important considerations.
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