DTH Price Simplification

Simplifying the selection of DTH packs in the Airtel Black journey

Team
Product, Engineering, Growth & Me
Platform
Mobile App
Role
Lead Experience Designer
DTH app screen: Select a DTH box
DTH app screen: Base packs
DTH app screen: Review order
Confidentiality Notice

My work at Airtel is focused on highly sensitive cybersecurity and privacy initiatives. To comply with strict non-disclosure agreements, all proprietary data, live interfaces, and specific workflows have been omitted. This case study focuses exclusively on high-level strategy, organizational architecture, and publicly communicable outcomes.

Problem Statement

To simplify the selection of DTH packs by keeping only 2 options 350 pack and 500 pack which will help in better retention of TV channels and increase ARPU.Moreover, by taking such measures other addons such as OTT, VAS or Ala carte channels can be sold easily.

What

To improve users control and trust in creation of a pack

  • Ability to choose OTT
  • Ability to choose Channels
  • Ability to choose Language
  • Ability to add VAS
When

When customer is bundling new dth service in airtel black journey

Why

Its an industry level change to cover the losses by the service providers + to provide an easy journey for the user to select packs

TRAI Guidelines

Standalone channel can only be sold at an X (fixed) price.However, the price can be increased or decreased if the channel is added in a bouquet. For eg - Star sport can only be sold at Rs.19 as a standalone channel but can be sold at Rs.16 in a bouquet such as “hindi sports channel pack”

Impact

Business
-20%
Pricing and billing-related care calls
+9%
Pack upgrade conversion
+15%
Long term recharge adoption
-6%
Churn within 60 days of recharge
UX
+80%
Task Success
3 min
Time to change/ Upgrade pack
-25%
Drop off in pack selection
8
Customer effort score

Design Approach

1
RESEARCH
Personas
Benchmarking
Affinity Mapping
User Interviews
2
Design
Group Brainstorming
Prototypes
DS Powered UI
Interactions
3
Evaluate
Usability Testing
Refinements

Personas

Parminder Singh
Parminder Singh - Age 56
“Pack ₹299 ka bola tha, kat ₹380 kyun gaye?”
Retired bank clerk in Kanpur. Hindi-first. Has had a DTH connection for 12 years.
Goals

A single, final monthly amount in plain language, and a reminder before balance runs out.

Pain Points
  • Doesn't understand NCF or why ₹299 becomes ₹380 after taxes.
  • Fears losing channels if he touches anything.
  • Calls customer care whenever the amount changes
Behaviour

Recharges through a local retailer or asks his son to do it on the app. Rarely changes his pack.

Neha Kapoor
Neha Kapoor - Age 34
“I just want to know if I'm overpaying, without doing math”
Product manager in Pune who manages the TV for her family of four.
Goals

A quick way to build or compare packs with a clear price breakdown, plus savings on long-term recharge.

Pain Points
  • Can't easily see what her family actually watches.
  • HD channels eat into the channel count confusingly.
  • Building a custom pack is tedious.
Key Platform Need
  • Uses the app.
  • Compares DTH against OTT bundles.
  • Will pay more for HD and sports, but hates paying for channels nobody watches.

Benchmarking

Sun Direct – subscription plans Sun Direct – pack detail Dish TV – curated combos Dish TV – channel filter Tata Play – binge combos Tata Play – combo channel list
Logos

lend recognition value to TV channels in a list

Size

Size of content and other elements in screen is also of significance

Grouping

of channels in relevant genres - helps block unnecessary info while scanning

Flexibility and control

required in scanning the list (search/filter)

Frame
“FREEDOM”
  • Multiple packs to choose from
  • Modify as you like
  • Filters
  • Multiple selection
  • Compare option
Frame
“EASE”
  • easy to buy
  • easy to modify
  • already curated for you by us
  • easily scannable list
  • easy to change selection
  • easy to place order directly

Component
Exploration

Version 1
Version 1 card – compact with checkboxVersion 1 card – with channel logos
Version 1 card – thumbnail rightVersion 1 card – thumbnail left
Version 1 card – large banner
Version 2
Version 2 – Amazon Prime banner Version 2 – Disney + Hotstar banner Version 2 – Xstream Premium banner
Version 3
Version 3 card – thumbnail right Version 3 card – most raised pack Version 3 card – compact row
Bottom Sheet
Bottom sheet – Base Pack 1 Bottom sheet – Amazon Prime Bottom sheet – Vedantu Masterclass

Final Screens

DTH app screen: Select a DTH box
DTH app screen: Base packs
DTH app screen: Review order

Early Metrics

-12%
Pricing and billing-related care calls
+4%
Pack upgrade conversion
+7%
Long term recharge adoption
4%
Churn within 60 days of recharge
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