CHALLENGE
As TiVo evolved from a legacy consumer product into a broader entertainment technology platform, its digital experience no longer reflected the full scope of the brand or the needs of the audiences it served.
As a brand with a strong B2B focus, TiVo also needed its website to do more than inform. The experience needed to support brand positioning, reinforce credibility with enterprise audiences, and guide users through complex decision-making journeys. Achieving that required a cohesive CX strategy grounded in a deeper understanding of how different audiences thought, navigated, and decided.
SOLUTION
Fratzke partnered with TiVo to develop a high-level website experience strategy focused on simplifying the customer journey, clarifying the brand story, and creating a more intentional digital experience across key audiences.
The engagement combined stakeholder interviews, discovery workshops, persona development, and customer journey mapping to better understand how different users interacted with the brand, where friction existed, and what information each audience needed most. Rather than approaching the website purely from a design perspective, the strategy focused on aligning user needs with business goals to create a more scalable and effective digital experience.
Key initiatives included:
- Development of audience-specific user personas
- Customer journey mapping across key audience groups
- Website experience and navigation strategy
- Recommended sitemap and user flow improvements
- Strategic guidance for creating a more unified brand experience
- Recommendations to support audience clarity, trust, and action
Fratzke translated these insights into a strategic framework that helped TiVo rethink how its website could serve multiple audiences without creating complexity - emphasizing clearer navigation, stronger storytelling, and more intentional user pathways designed to support both brand perception and business growth.
RESULTS
Our partnership gave TiVo a clearer roadmap for a more unified, customer-centered digital experience. By defining distinct audience personas and mapping key customer journeys, the team gained a stronger understanding of how different users evaluated solutions, consumed information, and moved through the site.
The project also aligned internal stakeholders around a shared vision for the future website. The strategy ultimately positioned TiVo to simplify the customer experience, strengthen brand credibility, and create clearer pathways for engagement across its evolving digital ecosystem.
