About the partnership:
Peacock TV became the exclusive streaming partner of JetBlue. Passengers can watch Peacock Originals on seatback in-flight exclusively, as well as stream the entire app via the free Fly-Fi.
JetBlue TrueBlue tier customers can earn 1,000 points for Peacock subscriptions, while Mosaic members will receive 12 month complimentary Peacock Premium subscription. Our Product team was tasked with the Peacock TV activation process on web.
Objectives:
User goals: Subscribe and watch original streaming entertainment at a reasonable cost, with minimal friction.
Business goals: To increase our subscriber base through strategic partnerships, and uncover the potential of an untapped market.
Timeline: 6 months
Success metrics: Increase our paid subscriber base, creating long-term profit for Peacock streaming service.
My role:
Driving the customer experience for the activation of Peacock TV, collaborating with Peacock's Marketing team and JetBlue partners. Preparing and presenting to stakeholders for high-level "Inform" sessions.
The personas
Sharon, 48
Business traveler, mother of two tweens
Avid fan of The Office series and other NBC comedies. She also watches some tentpole sporting events.Travels for work, often searches for less expensive flights.
She considers herslf a "deal hunter", finding deals through word-of-mouth and her email inbox.
Sharon shares passwords with friends and family, in an effort to keep entertainment costs down.
Ray, 29
Young post-graduate traveler, avid gamer
They often organize trips with small groups of friends to warmer climates.Ray is carefree with their budget, content with spending more for entertainment.
They need to be reminded of unique content on Peacock, as they already subscribe to 3 other streamers.
They have no brand affinity to "networks".
Customer insights
We conducted customer interviews to drive our product development
Findings:
Understanding potential customers
Prospects who can't connect their needs or motivations to a product won't become customers.
Hand-hold customers to activate Peacock
A cohesive experience starts from the discoverability of the offer, followed by an enticing value prop and triggers to activation and reminders.
Provide transparent terms
Build trust with partnering brands by showing clear pricing, offer details, savings, and terms of entitlement and eligibility.
Meet the user where they’re at
Provide alternative activation paths to fit a wider range of users. Make things convenient where and when they need it.
Wire flow
The JetBlue Loyalty customer
The flow below represents the "golden path" for a customer with a JetBlue TrueBlue tier (the lower tier), which amounts to 90% of the Loyalty members.
