Redesign the mobile version of the video service for subscriptions with a multi-million audience.
Since the project is under NDA, I had to significantly change it visually
and add a new device, a TV, to the project.
My role: Product design, User research, May — Nov, 2019
The mobile version was outdated and had not been updated for many years.
According to our research at that point company lost many users and money on the mobile version.
Our goal was to rework the mobile and TV experience from scratch.
Planning process. Arrange meetings to bring the team on the same page. Identify user's and business needs interviewing, developers, business managers, and support.
1. Appointing meeting with the team and gathering consideration constrains, propositions, and opportunities.
2. Make a shared understanding of the product's problems and planning the ways toward a solution.
3. Disassemble the whole existing design and highlight inconsistencies.
4. Exploring analytics gathered from the existing product.
5. Analysis of similar popular products (not direct competitive) that solved similar problems that we had.
6. We are grouping and prioritizing the key problem areas of users and the company.
7. Suggesting several ways to solve the problem, ranging them by the complexity and effort.
8. Quickly and cheap sketching solutions and make a low-fi storyboarding for feedback.
9. Designing the new experience.
Would it be nice to replace the dull system notifications with thematic and cute replicas of the brightest movie characters and heroes? It is not so expensive for the product, and it would help increase retention.
The mobile experience won't be the center for the product but plays a vital role: you can comfortably surfing on it in novelties, trailers, new series, and pick what to watch for the evening.
Updated checkout process
One of the most significant problems was a minimal amount of subscriptions from mobile devices,
part of the problem was the length of the process itself, and the other part was the number of fields required to fill in.
The process was not fast, besides there were data requirements from payment processors, such as the postal code. But in the end, we arranged to remove this field from the payment page.
As a result, we have had two working versions of the design of the payment for a subscription. In a/b testing, both showed excellent results (basically, I think the old buying process was just terrible) one + 15% and second give + 25% conversion.
Old behavioral flow
Buy the subscription
on the service
Deciding to buy
She is choosing the subscription plan
Actual behavioral flow
Buy the subscription easy
on the service
Deciding to buy
He is choosing the subscription plan and pay
After successfully integration new design the statistic has shown enormous superiority in favor of mobile devices (of course,
we are supporting all types of devices). It was the most significant product update in 6 years. This project had a great impact on my approach to work.
25 million visitors
Increased checkout conversion
Increased mobile version retention