100% of participants had difficulty starting the task because there was no context as to why they needed to create Bell Media account.
1 of 5Although direct competitors like Disney+ offered a single sign-in experience across their digital properties (e.g., MyDisney Account), Marketing was concerned that the “Bell Media” logo would be confused with Bell Telecom’s One Account unified sign-in. They also explained that the Bell Media logo isn’t a strong enough front-facing brandmark.
2 of 540% of participants still hesitated to enter their email as it was still unclear to them whether or not to use their existing email address.
3 of 5By adding some supporting copy, we were able to get 100% of participants quickly started on the task.
4 of 5UX advocated for displaying brand logos to inform users about which brands their credentials would be compatible with. However, Marketing ultimately decided that the brand logos were unnecessary.
5 of 5* hover over each hotspot for further details.
Third-Party Distribution Channel: BOBO Password Entry
The abridged iterative process of the password capture screen from start to finish.
100% of participants initially thought they made a mistake when they landed on this page because they saw a yellow alert bubble.
1 of 3100% of participants successfully entered their correct password at this stage.
However, it was noticed that if an error was made with the email address, there was no option to go back and edit it without completely exiting the flow.
2 of 3Functionality was added for those users who made a mistake entering their email address.
3 of 3* hover over each hotspot for further details.
All Distribution Channel Entry Points
Crave: Front Door Entry Point
The abridged iterative process of the front door entry point from start to finish.
The sign-in page presented users with an overwhelming number of choices resulting in increased cognitive load.
Sign in with a Bell media account
1 of 7Additionally, some users were able to sign in through their TV Provider.
2 of 7Users also have the option to create an account and link their Crave subscription, which they obtained through their mobility provider.
3 of 7Users could also navigate away to a dedicated account create/subscribe flow.
The proximity of these two unrelated options at the bottom of the screen added to cognitive load.
4 of 7The thoughtful colour-coding of the sign-in options helps guide the user to quickly identify the starting point.
5 of 7For the post-MVP phase, it was decided that TV Provider customers would need to create a Bell Media Account (BMA) and link their subscription to this new account. The button will remain available temporarily during the transition period until all customers have moved to a BMA, after which they will sign in directly.
6 of 7For the MVP phase, this button will remain in place while an evaluation is conducted to assess whether it can be removed without disrupting existing user behaviours.
7 of 7* hover over each hotspot for further details.
Bell Media's Sports & Entertainment Properties: Front Door Entry Points
