Be the first Rewards program in the streaming industry
Develop a rewards program for Sling TV leveraging gamification features to drive increased engagement and long-term subscriber retention
**To comply with my non-disclosure agreement, confidential information has been omitted or modified in this case study. The information presented does not necessarily represent the actual Sling product.
Rewards MVP
Objective
Increase user engagement through leaf-forward, interactive experiences
Key Results
Increase average weekly hours viewed by 10% for paid users and 15% for non-paid users participating in the rewards program
Core Team
PM Lead: Manny. C (early discovery), Shawn. A (MVP and post-MVP)
Design Lead: Eadaoin. D (early discovery), Me (MVP), Nixie. M (post-MVP)
Timeline Overview
The research and design process was longer than expected, with several pauses and restarts. Given the event-driven nature of the streaming industry, frequent shifts between projects and contexts throughout quarterly plans were necessary to ensure adaptability.
Rewards R&D Timeline
01. Understand and Define
Earning mechanisms
We initially proposed two distinct earning models: one focused on user engagement and the other on currency. The primary discussion centered on how to scale this rewards system beyond the MVP.
“L” model
Focuses on user engagement within the ecosystem. Everything is centric around the user behavior and actions on our platform.
“T” model
Focuses on the Sling currency - coins. We provide multiple ways to spend and redeem coins.
Final earning and award mechanisms
Ultimately, we concluded that the best path forward is a HYBRID earning model, offering both redeemable coins and entries into periodic sweepstakes. This approach ensures we deliver value to various customer segments while maintaining a viable system.
Mapping
After establishing the earning mechanism, we developed high-level maps:
One outlining the information architecture for functionality, and the other highlighting business opportunities and strategies for maximizing outcomes.
Note: To protect sensitive information, the maps have been modified for demonstration purposes only.
02. Quick and Drafty
Extensive discovery and exploration
Given that this is a new, high-impact feature, my ideation approach emphasizes minimal fidelity while exploring a wide range of possibilities.
Working with lo-fi allows the team to test ideas and move rapidly
Working with low-fidelity designs enables me to rapidly explore scenarios and possibilities, helping to accelerate progress within the internal team. Since most feedback at this stage is internal, there’s no need for fully polished work.
However, I occasionally incorporate high-fidelity mocks for quick visual exploration and to keep the team inspired and excited about the future direction.
Testing and validation were integrated into our process
For an ambiguous feature like this, we heavily rely on user testing to gain insights and ensure each iteration is impactful. By using tools like UserZoom, we can gather feedback from 10-30 users within two days, complete with screen recordings and voiceovers. This provides valuable data to validate our decisions and guide the process.
03. Validation
Here’s an example of how a feature evolved from ideation to production, with each iteration guided by three key factors:
1. User Testing Results: Insights gathered from user testing shaped each round of design.
2. Feasibility Assessment: Technical and resource feasibility determined what could be realistically implemented.
3. Stakeholder Feedback: Input from stakeholders ensured alignment with business goals and brand value.
These factors collectively directed the feature’s evolution, ensuring it met user needs, was feasible to build, and aligned with stakeholder expectations.
04. Dealing with Reality
Throughout the process, we encountered numerous “real issues” that required us to adapt and improvise. Many of these were wicked problems, stemming from partner regulations, feasibility concerns, fees, and legal challenges.
A common example that many can relate to is the headaches associated with in-app purchasing, especially when dealing with Apple’s App Store fees.
For a cross-platform, multi-tier subscription model business that rewards customers with cash prizes and free services, the challenge was on another level. We had to explore every possible alternative and determine the best short-term and long-term strategies to address these obstacles. However, due to the sensitivity of the information and strategies involved, I won’t be sharing any specific examples publicly.
Here’s a simpler yet more engaging example of how we navigated real-world challenges:
Something might seem effective in a presentation, but…
Just because something like this real-time earning message looked great in context and has leadership’s approval doesn’t guarantee its suitability for real-life user scenarios.
Picture this:
You’re deeply engrossed in a somber news story or watching a sad film, and out of nowhere, a message pops up celebrating your earnings. It would instantly shatter the mood and ruin the entire experience.
Thus, we’ve found a balanced solution:
The earning message will be held while the user is watching content and will appear once they return to the home screen. This approach, combined with our push notifications on mobile devices, ensures that users stay informed without disrupting their viewing experience.
05. Launching Plan
When the scope was vast, but the resources and time were limited.
A feature that took months to research, design, validate, and plan can’t be released all at once. Doing so would go against Agile, introduce significant risk, and result in a rough learning and onboarding experience for customers.
To ensure a smoother release, our team devised a phased rollout plan.
Phase 1 focuses on implementing one major earning mechanism with limited redemption options, ensuring a reliable and user-friendly experience.
Phase 2 introduces the full earning and redemption options, allowing users to fully engage with the rewards system. This phase includes themed campaigns and new prizes each month, maximizing gamification and providing a seamless cross-platform experience across all devices.
Additionally, there’s a highly confidential Phase 3 planned for future development.
Note: To protect sensitive information, the screens have been blurred.
Sling Rewards is now highlighted as a major feature for Sling TV on the App Store.
Overview
Sling Rewards was initially released to customers in Q2 2024, available on all platforms with a mobile-first approach.
Mobile App: Home Entry, Onboarding, Opt-in, Earn Tab, Play Tab, Daily Spin, Prize Collection, Winner’s Wall, Redeem Tab, Campaign Intro…
Smart TV: Home Entry, Opt-in, Landing Page, In-app Notification, Winner’s carousel…
Browser: Home Entry, Opt-in, Status Tracker, Purchase and Redemption…
What to know more?
I’m always up for a chat.
Or check out some of my other projects.