My role

Senior Product Designer (IC)

1. Led the discovery spike and ideation sessions
2. Design iterations to implementation
3. Presented to co-founder and senior stakeholders

Team

Wenyen, Product Manager

Jie Bo, Android Developer

1 | TL;DR

I redesigned the sign-up screen and saw an uplift of 2% in successful sign-ins, contributing to an estimated annual revenue gain of ~ USD 20K.

Before - Basic dialog box

After - Redesigned screen

2 | Overview

👀 Background

Unlocking the true potential of AndroidTV as a powerful retention tool is the key to elevating our streaming value proposition. Despite the relatively small user base of ~360K (10% of the total user base of 3.6 million), this segment demands urgent attention as the existing tablet-based experience hampers navigation and accessibility. To secure vital resources, we must swiftly demonstrate the impact of the optimised AndroidTV experience.

🎯 Objective

To improve the AndroidTV experience rapidly to prove value for further explorations - how might we unlock the sign-up flow for new users?

📦 Output

Dialog box were replaced with a more deliberate screen, providing instructional steps to guide and visual cues to entice users to sign up via the website.

💥 Outcome

<aside> 🤑 2% uplift in successful sign-in, contributing to ~USD 20K in annual revenue gain

</aside>

3 | Problems

Android TV users are underserved

There is a vast potential as a retention tool to improve our streaming value proposition.

1. Poor TV experience The tablet app is the default for Android TV, and the UX/UI is not optimised for the TV.
2. Three years behind competitors Optimising the Android TV app was deprioritised in 2018. Since then, our competitors have significantly improved their apps, making them the preferred choice.
3. Sizeable monthly user base Android TV users account for 10% of our total user base.