QVC+ HSN+
Gating · Video Player
A moderated, remote usability test exploring how viewers use a digital remote control to navigate the QVC+ HSN+ TV app on Roku — from the enforced email gate through to the full-screen video player experience.
01 // Background
Why this study existed
A gating experience was incorporated into the QVC+ HSN+ channel to build data collection, redirect pathways into the stream, and promote unique opportunities for users to enjoy their streaming experience. The new segment promises unlimited access, exclusive sources, promotions, and customization. To uncover how customers — both new and existing — respond and interact with the full-screen video experience, we ran a moderated, remote usability test to validate and experiment with the new gating flow.
Objectives
- 01Understand the impact of adding an enforced email (gating experience) prior to using the QVC+ HSN+ app.
- 02Understand the impact of the gating experience for both new and current users.
- 03Determine whether users continue using the app after entering their email.
- 04Determine how users think about 'exclusivity' on a streaming retail platform.
- 05Determine the usability and functionality of the app (heuristics).
- 06Determine how to improve the full screen video experience with direct feedback.
02 // Method
Methodology
Moderated Study
A one-on-one moderated usability study designed to investigate the uncertainty and ambiguity around the gating and full-screen video experience. Participants were tested on the Roku streaming TV experience and encouraged to record their interactions with the platform.
- › 8 participants, remote sessions
- › "Think Aloud" method throughout each task
- › Tested on the Roku streaming TV experience
- › Digital remote control used to navigate on-screen
Research Questions
- ›What is the user's perception of the gating experience?
- ›How do we keep users moving forward after entering an email?
- ›Do legal links give users peace of mind and confidence to share their data?
- ›Is the 'edit email' functionality easy to use and easy to correct any errors?
- ›Is the Roku email prompt easy for the user to understand what is happening?
- ›What kind of special offer would most likely encourage users to enter their emails?
- ›After they enter their email and see the confirmation toast, do they have all the info they need to claim their offer?
03 // Summary
Key Takeaways
Trust drove email entry
- ›Participants had high levels of trust and brand awareness toward QVC, and most had no concerns sharing their email.
- ›Only a small percentage feared receiving spam after entering their email.
Incentives accelerate conversion
- ›Discounts and free shipping were the most cited motivators for entering an email.
- ›Participants are more inclined to enter their email when offered tangible, value-based perks.
Video player navigation confused users
- ›Participants struggled to find product details inside the video player.
- ›The purple sectioned navigation buttons were misunderstood — users spent many clicks trying to open the menu or leave the channel.
Second-screen behavior is the norm
- ›Participants reach for phones, laptops, or tablets to look up more product information.
- ›On Roku, participants did not know how to open the side menu without help or repeated trial and error.
04 // Findings
What We Saw
7 of 8 participants were willing to enter their personal email
Trust and brand familiarity carried most of the weight. Of the 8 participants, 6 chose to use their personal email and rated their willingness 4.67 out of 5 (excluding the 2 occasional / new users). 4 of 8 voiced concerns — all of which centered on spam.
- ›Users assumed email was requested for marketing, profile-building, product info, promotions, and incentives.
- ›All participants expected a confirmation email to arrive within minutes of submitting.
Because participants have no problem entering their emails, we can extend the existing screens and reinforce brand and marketing value at the moment of capture.
Exclusivity = new content unavailable without logging in
All participants defined 'exclusive' as new content or products that non-logged-in users can't see. Only one participant assumed exclusivity required a paid subscription, citing past experience with other streaming services.
- ›Discounted coupons
- ›Free shipping
- ›Special offers
- ›Product information on related items of interest
Participants gravitate toward products and shows they already watch. Surfacing upcoming shows, similar items, and incentives via email will encourage them to opt in.
Purple sectioned navigation created friction on Roku
Most participants struggled to navigate the QVC+ HSN+ app using the purple sectioned buttons. The left purple arrow and back button behavior were the most common points of confusion.
- ›4 of 8 participants switched from full screen to the side panel on first try.
- ›2 of 8 expected to find more product info by scrolling up/down — assuming an e-commerce style page.
- ›The upper-right back button instructions on the video player were unnoticeable to most participants.
Redesign and test alternate ways to open the side panel, and make secondary navigation (back, menu, product details) more discoverable inside the video player.
05 // Heuristics
Remote Controls on Roku
How participants used the digital Roku remote to navigate the QVC+ HSN+ app on-screen, scored by severity of friction observed during the sessions.
| Control | Severity | Observation |
|---|---|---|
| Left Purple Arrow | HIGH | Participants confused the left purple arrow with the back button. Most expected it to exit the player rather than open product info. |
| Back Button | HIGH | Participants struggled to understand what the back button did. The upper-right back button instructions on the video player went unnoticed by most participants. |
| Directional Pad | MED | Used confidently for scrubbing and selecting tiles, but participants did not realize directional input could surface hidden side panels. |
| Home Button | MED | Frequently used as an escape hatch when participants felt stuck inside the full-screen video experience. |
| Play / Pause, Rewind, Forward | LOW | Familiar across streaming platforms. Participants used these controls confidently without instruction. |
06 // Conclusion
Where we landed
Participants are very comfortable entering their email, with only a small fear of spam.
Incentives — particularly discounts and free shipping — meaningfully increase willingness to share an email.
The full-screen video experience needs clearer affordances for accessing product details and secondary navigation.
Occasional / new users rated 'I could easily find what I'm looking for' as somewhat disagree — finding content remains the biggest barrier for newer users.
QVC ▪ Part of Qurate Retail Group