Hulu
I was the first designer hired for the growth and experiment team. We ran a/b tests and multi-variant tests across platforms for conversions and subscriber engagement. I would eventually developed the design process to scale experimentation across all product and platform teams.
I also worked on a design team responsible for the “front porch experience”, creating landing pages, plans, account management and business integrations for Disney, Venmo, Sprint, and Showtime. My designs increased conversions 32% was from the plans page, some version of the design still exists today.
Plan selection (Experiment)
Hypothesis: Featuring Hulu’s preferred plan will increase subscription conversions.
Solution: We highlight the preferred plan and used key messaging to encourage sign-ups, “Most popular”, “Get free month”. We ran several alternates with different text and button arrangements and this was the design that had the highest conversion for an increase of 32%. We rolled out this design in 2018, and it still exists today as the design to beat.
Featured Content (Experiment)
Hypothesis: Featuring Hulu’s top shows and movies will increase subscriptions.
Solution: We used artwork from the top 5 shows. We learned we couldn’t change the artwork in any way and had to use the network logos, leave it up to legal for a good design challenge. Tablet and desktop had a negative impact, and mobile had a low increase. We did not roll out this design into production.
After working at Hulu for a few years I realized people were choosing a plan not suited to their preferences and churning. I create a new sign-up and onboarding process where Hulu makes plan selections based on watch suggestions. This solution was not possible to build at the time, it went to the graveyard.