Overhaul the 9Now onboarding journey and creative to position 9Now as a must-visit content destination - not just a catch-up service.
First stop, CX and stress-testing the proposed user journey from a messaging perspective. Upfront data gathering functionality felt like it was a missing piece of the puzzle at this point, so I put this forward to CX as a way to drive a more relevant user experience from the get-go.
Tackling engagement drop-off was next on the list. I identified ways to feed in content from 9’s various platforms and introduce added-value partnership moments when it mattered most. A welcome step away from serving endless show recommendations, send after send.
And when I say endless, I mean endless. With hundreds of shows, 9Now needed a way to unite its disparate genres - and tone of voice was key. I defined the platform’s interim tone of voice pillars, then put them into action across the 12-strong suite of eDMs.