HuluBot “Plan Selector” Journey

Problem

Hulu launched a chatbot (aka “HuluBot”) in early 2018 to help customers with common issues and questions. However, for the first two years, HuluBot was not able to assist users with one of the most common user journeys: signing up for Hulu.

Objective

Set new subscribers up for success by helping them pick the Hulu plan that best meets their needs. Efforts should focus on reducing signup friction and increase retention by ensuring customers start with the right plan.

Timeline

May 2020 - July 2020

Stakeholders

A.I. Analyst, Product Designer, Support Product Manager, Digital Content Editor, Associate Legal Counsel

My Role: Conversation Designer

• Mapped out all potential paths users can take when choosing a Hulu plan. Paths vary based on factors like streaming needs, receptiveness to ads, and budget

• Designed “Plan Selector” chatbot journey with a beginning, middle and end:

  • First, HuluBot would start by surveying the customer’s needs and preferences. How would it do this? HuluBot would ask close-ended questions and, in return, user input would help HuluBot narrow down plan options

  • Next, HuluBot would recommend a specific plan to the customer in the form of a carousel; a carousel would allow HuluBot to highlight a recommended plan while displaying other plans as a reminder that customers always have plenty of options

  • Finally, HuluBot would account for all levels of customer satisfaction by providing options:

    • “Sign Up” CTA for customers ready to subscribe

    • “Learn More” button for customers on the fence about a plan

    • “More Options” quick-link if customers want to explore other options

• Provided customers an easy and accessible entry point to “Plan Selector” journey by pinning it as an option within HuluBot’s main menu

  • Since the target audience for this journey were new subscribers, the journey would only be available to help center visitors who are unauthenticated (Why? Because authenticated visitors are already existing subscribers, and thus don’t need help with signing up)

• Partnered with Content Editor to review all copy for tone and style; with Product Manager to ensure all Hulu products covered in the journey were accurately represented; and with legal team to…well, to keep me legal

• Participated in user acceptance testing

Results

During the first two weeks after launch...

• Over 200 customers went through the “Plan Selector” journey

• HuluBot achieved an average resolution rate of 46%

• Phone and live chat contacts related to signup decreased by 12% (compared to the prior 6 weeks)

• Conversion rates via HuluBot were greater than via Hulu marketing channels

Since then, “Plan Selector” has continued to perform steadily with users. In partnership with the A.I. analyst and content strategist, I continue to monitor its performance and ideate how we can leverage learnings to optimize the viewer’s signup journey.

Try HuluBot for yourself.

Discover even more chatbot journeys that I’ve designed for HuluBot. Visit the Hulu Help Center on a web or mobile browser and select the chat icon at the bottom of the screen.

Note: If you don’t see the icon, try using an incognito/private window.