Lead Product Designer
|
UX RESEARCHER
|
STARZ

Driving Conversions: Designing a Thoughtful Marketing Page

I redesigned the STARZ marketing page that increased user complete conversions by 13% across a user base of over 19 million subscribers.

context

Starz's marketing page felt inconsistent with its content.

Starz's main app is moody and dark to match its racy content. But the marketing page most user's landed on before subscribing? Light, boring, generic.


It performed fine, but product management knew there was potential to up our conversion rates from this high-traffic page.

Starz's main app is moody and dark to match its racy content. But the marketing page most user's landed on before subscribing? Light, boring, generic.


It performed fine, but product management knew there was potential to up our conversion rates from this high-traffic page.

Starz's main app is moody and dark to match its racy content. But the marketing page most user's landed on before subscribing? Light, boring, generic.


It performed fine, but product management knew there was potential to up our conversion rates from this high-traffic page.

Starz's main app is moody and dark to match its racy content. But the marketing page most user's landed on before subscribing? Light, boring, generic.


It performed fine, but product management knew there was potential to up our conversion rates from this high-traffic page.

Starz's main app is moody and dark to match its racy content. But the marketing page most user's landed on before subscribing? Light, boring, generic.


It performed fine, but product management knew there was potential to up our conversion rates from this high-traffic page.

Starz's main app is moody and dark to match its racy content. But the marketing page most user's landed on before subscribing? Light, boring, generic.


It performed fine, but product management knew there was potential to up our conversion rates from this high-traffic page.

User research

User interviews showed that page color affects users' perceptions of the content itself.

I conducted 10 user interviews to assess the impact and helpfulness of our current marketing page.


Users were shown dark and light versions of the marketing page and asked to complete simple tasks.

Users who don't like STARZ's typical content (adult themes/rated R) literally let out a sigh of relief when I showed the current (light) marketing page.


Users who did have an interest in our content (our target audience) preferred the dark version.

design specs

My goal with this redesign was to not only increase conversions, but also to provide clarity to users landing here.

To keep things simple for testing, I focused on the first thing users would see - the header and their purchase options.

I also designed a generic variant that showcases generic content and accounts for no featured series (although rare).

User research has shown that users prefer varying image sizes to help “break up" the screen and keep their focus, especially on TV devices.


The Starz app looks like one big block of content - no breaks, no variety, and it’s hard to find new shows unless they’re in the main carousel.

User research has shown that users prefer varying image sizes to help “break up" the screen and keep their focus, especially on TV devices.


The Starz app looks like one big block of content - no breaks, no variety, and it’s hard to find new shows unless they’re in the main carousel.

User research has shown that users prefer varying image sizes to help “break up" the screen and keep their focus, especially on TV devices.


The Starz app looks like one big block of content - no breaks, no variety, and it’s hard to find new shows unless they’re in the main carousel.

User research has shown that users prefer varying image sizes to help “break up" the screen and keep their focus, especially on TV devices.


The Starz app looks like one big block of content - no breaks, no variety, and it’s hard to find new shows unless they’re in the main carousel.

impact & outcomes

During initial tests, user complete conversions increased by 13%.

The new header addresses the areas we know users need to convert:


  • Showcases featured content

  • Reduces friction with upfront offers/pricing

  • Introduces the tone of the rest of the app

User research has shown that users prefer varying image sizes to help “break up" the screen and keep their focus, especially on TV devices.


The Starz app looks like one big block of content - no breaks, no variety, and it’s hard to find new shows unless they’re in the main carousel.

User research has shown that users prefer varying image sizes to help “break up" the screen and keep their focus, especially on TV devices.


The Starz app looks like one big block of content - no breaks, no variety, and it’s hard to find new shows unless they’re in the main carousel.

User research has shown that users prefer varying image sizes to help “break up" the screen and keep their focus, especially on TV devices.


The Starz app looks like one big block of content - no breaks, no variety, and it’s hard to find new shows unless they’re in the main carousel.

User research has shown that users prefer varying image sizes to help “break up" the screen and keep their focus, especially on TV devices.


The Starz app looks like one big block of content - no breaks, no variety, and it’s hard to find new shows unless they’re in the main carousel.

User research has shown that users prefer varying image sizes to help “break up" the screen and keep their focus, especially on TV devices.


The Starz app looks like one big block of content - no breaks, no variety, and it’s hard to find new shows unless they’re in the main carousel.

thank you for reading

If you'd like to learn more about this project or work with me to create more impact - please email me at

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uxangelam@gmail.com

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thank you for reading

If you'd like to learn more about this project or work with me to create more impact - please email me at

✱

uxangelam@gmail.com

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thank you for reading

If you'd like to learn more about this project or work with me to create more impact - please email me at

✱

uxangelam@gmail.com

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thank you for reading

If you'd like to learn more about this project or work with me to create more impact - please email me at

✱

uxangelam@gmail.com

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thank you for reading

If you'd like to learn more about this project or work with me to create more impact - please email me at

✱

uxangelam@gmail.com

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angela martin arias ✱

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uxangelam@gmail.com

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