The Opportunity

Customers who wanted to change their television subscriptions, add channels, or upgrade their service were typically required to visit the Rogers website or contact Customer Care. This created unnecessary friction, particularly outside business hours, and often delayed or prevented customers from making changes. The opportunity was to enable customers to manage their television services directly from the Ignite TV experience, making common account changes simpler, more immediate, and available whenever they wanted them.

The project began by analyzing account-related customer service calls and web analytics to understand which account management tasks customers performed most frequently and where they encountered friction. This revealed that many routine requests still relied on manual processes, creating unnecessary effort for both customers and Rogers.

Design focused on making account management practical within the constraints of a television interface. Without a keyboard or touch screen, every interaction had to be simple and contextually relevant. Rather than presenting customers with every available account option, the experience surfaced only the actions that made sense in the moment—for example, allowing a customer watching an unsubscribed sports channel to purchase that channel directly instead of navigating through a broader account management experience.

Customers gained the ability to manage common television subscriptions directly from their TV, reducing the need to visit a website or contact Customer Care. The simplified, contextual experience reduced barriers to purchase while creating a more convenient account management experience. For Rogers, the project increased self-service adoption, reduced support costs, and enabled customers to make purchasing decisions at the moment they were most relevant.