Lead Product Designer
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STARZ
Designing a Top 10 List for Better Content Discovery
I designed a cross-platform Top 10 swimlane that reduced subscription cancellations by 4% across a user base of over 19 million subscribers.
context
Starz's streaming apps look like one big block of content.
competitor analysis
Other streaming services put their top 10 titles front and center.
Given Starz's issue of small and unvaried images, a top 10 list would add both variety and visual interest.
1st iteration FOR A/B Testing
My initial design concept went through a lot of refinement.
I had way too much going on for an A/B test. I decided to tone down the complexity for round 2.
2nd iteration
When tested, my 2nd designs saw a 4% decrease in cancellations and 4x the visits to the top 10 titles.
To address the lack of variance in the app, I used portrait ↕︎ images rather than landscape ↔︎ to break up the grid of tiles.
3rd iteration
Then, initial tests of a trailer Top 10 list saw a 3.3% increase in average session length.
2 years after the success of the first Top 10 list, I was tasked with incorporating trailers.
We wanted to align with efforts to move to a more video-centric browsing experience across the app.
impact & outcomes
What started as a simple list to boost discovery resulted in:
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Reduced subscription cancellations by 4%
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Increased average session length by 13%
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Increased visits to the top 10 details pages by 400%
This feature reinforced the value of getting real results. More results → more trust in design and freedom to explore.
I also found a good balance between what the business needed, what we wanted to design, and what made sense for users.
