TV Streaming Add-Ons
laptop mobile
Marketing website
tv
TV Streaming
What did i do?
Add-On conversions up 19%
I owned the design, UX writing, and content design for Zattoo’s premium Add-On packages. By replacing logo-only cards with show-centric imagery and plain-spoken microcopy, I helped millions of viewers discover extra channels in seconds, lifting Add-On conversions by 19+ % and total subs by 4+ %.
What did i do?
Add-On conversions up 19%
I owned the design, UX writing, and content design for Zattoo’s premium Add-On packages. By replacing logo-only cards with show-centric imagery and plain-spoken microcopy, I helped millions of viewers discover extra channels in seconds, lifting Add-On conversions by 19+ % and total subs by 4+ %.
Understanding the problem
Starting point
What was the status quo?
Dense copy, generic thumbnails, hidden pricing: users had to read before they felt the value. No wonder they bounced.
Existing design for Add-Ons
Context
Why viewers skipped Add-Ons?
Funnel analytics sounded the alarm: only 2 % of marketing-site visitors even reached the Add-On checkout. JTBD interviews revealed the root causes: low awareness & choice overload.
Teammates & stakeholders
Product Owner
Engineers
Designers
Data Analyst
Content Manager
Marketing Manager
My process
Who are our personas?
“As a frequent adventurer I like the flexibility of seeing the different sports and nature programs I love from anywhere.”
Michael
Professor
“As a frequent football viewer I want to quickly and effortlessly find the streaming package that will give me access to my favourite teams.”
Marcel
Football fan
“As an expat I want to find content that keeps me close to home, I want transparency on the service content, benefits and, quality.”
Maria
Homesick expat
Research
Research questions
Identifying wins & pain points
  • How discoverable are Add-Ons today?
  • Which packages truly drive sign-ups?
  • What wording eases purchase hesitation?
activities
Answering these questions
  • Survey (n=423)
  • JTB Interviews
  • Competitor benchmarking (7)
  • Heuristic audit of the existing Add-Ons page and flow
  • GA & Mixpanel analysis for usage metrics
Insights
Content rules
Let data be the guide
Visual uniformity & paralysis of choice
Opportunity for improving inconsistencies
Fine tuning the scope
Team discussion
Compromising towards success
We agreed to limit the first iteration’s scope for maximum impact. We scoped v1 to just the Add-On card grid and the checkout hand-off, deferring any channel-list or life programming improvements to iteration two. This clear focus kept engineering effort lean and success metrics straightforward.
Life programming pages (left) and channel list page (right)
Developer alignment
Tech complexities of content-forward design
Details
CROSS-TEAM COLLABORATION
System & platform scalability
Details
Solution
View project file
View project file
eye
Content-first
Show, don’t tell. Lead with hit-show stills to spark instant recognition.
chart-bar
Measuring success
  • Increase monthly subscriptions: directly impacting our company-wide OKRs.
  • Decrease drop-off rate: improving the overall conversion flow.
exclamation-triangle
Constraints & limitations
  • Copy-righted content: all images we used must be partner-provided.
  • External teams dependency: Consider existing challenges, and available resources.
Prototyping
Key subscription-driving fields
Designing for content
Accessibility considerations
Responsiveness & breakpoints
Key subscription-driving fields
Designing for content
Accessibility considerations
Responsiveness & breakpoints
Final solution
Mobile vs Desktop
Understanding popular content
Copy revamp
Mobile vs Desktop
Understanding popular content
Copy revamp
Mobile vs Desktop
Understanding popular content
Copy revamp
User validation
Activities
Experiment design
Details
wHAT DOES SUCCESS LOOK LIKE?
Goals
Details
Insights
What did I learn?
Wins
  • Content-first reduces the need to read and has higher appeal.
  • New CTA is clear and has a higher conversion rate.
Opportunities
  • Ensure content is relatable: background show or channel imagery must be recognisable to the target audience
  • Address cancellation upfront: include ease of cancellation as part of essential fields.
  • Simplify the channel slider: Our test showed that the scrolling channel logo strip was a bit clunky, especially for older users.
  • We recommended simplifying this element to make it easier to use and to help our content team repurpose the design more easily.
Impact
chart-line
19%
Increase in Add-On package subscriptions after launch (vs. the previous design).
sack
4%
More new monthly subscribers overall, a major contribution toward a key company OKR.
users
Expanding UX influence
This project helped establish new ways of working with data, content, and marketing teams, ultimately boosting the organisation’s design maturity.
Let’s connect!
Email
LinkedIn
Behance