Having an agile website is a critical part of how Foxtel quickly builds and optimises customer experiences. Kinnas attributes the change to the new “test, learn, build” approach adopted at Foxtel using Target.
Normally, Foxtel followed a traditional “build, test, learn” approach to optimising experiences. A team would design and build out a new experience in Experience Manager Sites. When the experience went live, the digital team would test variations with Target and then take what was learnt from those tests to rebuild optimised experiences.
Kinnas flipped the process upside down. Now the Foxtel team works with Helium to quickly create tests to determine whether a new experience will work. After learning from the results, Foxtel then builds out the full backend experience. This process cuts a lot of time and effort previously spent rebuilding experiences, helping Foxtel get to the optimised experience up to 4x faster.
When Foxtel first partnered with Netflix, for example, Kinnas quickly realised that customers were confused by the way the company was presenting its new Netflix bundles. With sales not as expected, Kinnas asked the UX team to brainstorm new experiences.
“Within a week, Helium helped us launch tests and find an experience that drove a large improvement in website sales,” says Kinnas. “By jumping straight to testing, we saw results in a week instead of months, greatly boosting our website sales. We continued to iterate on the experience throughout the shopping funnel, ultimately more than doubling website sales.”