Starz Entertainment

Sr. UX Designer (2017-2019)

I created user flows, wireframes, sitemaps, interactive prototypes, and wrote technical requirements to define the user experience for fundamental Starz features across mobile, web and tv devices.

I represented UX as a key designer on the digital platforms team. In addition to Starz, this team designed and develops Pantaya, a new Spanish language streaming app. (Pantaya was recognized by Apple as an App Of The Day)

I managed the production of new Starz and Pantaya features from concept to design and development to implementation.

My Work

While at Starz, I have had the opportunity to lead the design of many new features on all of our streaming platforms, serving millions of users.

  • Starz International Launch

  • Complete Redesign

  • Codebase merge or Starz and Pantaya

  • Mobile Navigation Redesign (tab bar implementation)

  • Home Page Redesign

  • Post Playback Recommendations

  • Direct Log In on TV and Single Sign On

  • Profiles

  • Promo Codes

  • Signup Flow Redesign and Optimization

  • Log In Redesign and Optimization

  • Cancelation Flow with Retention Offers

  • Pre-Playback Content promotion

  • Search Redesign + New Browse Experience

  • New Customer Acquisition Landing Page Redesign

  • Gateway Screen updates

  • International Starz Acquisitions Landing Page Redesign

  • Next Episode logic

  • Partnership Signup Flows (United Airlines, Verizon Up, Sprint Spot, FUBU Mobile)

  • Internal Requirements Documentation Standardization

 

My Work At Starz

 
 
 

Mobile Navigation Redesign
(tab bar implementation)

We improved the Mobile App Navigation with the implementation of a tab bar. The new navigation design is persistent, giving the user more control over their desired flow through the app. To determine the success of this large design change, we ran an A/B test to track the conversion to playback of the new design against our old design.

 
 
 

Home Page Redesign

To reduce the cognitive load needed to start browsing Starz content, we merged the Home and Featured screen. This displays far more content and programatic recommendations on the Starz landing page, instead of forcing the user to navigate to a secondary screen before browsing.

 
 
 

Post Playback Recommendations

To keep users streaming, we introduced post playback recommendations. This feature suggests three movies or tv shows when the user reaches the credits of a movie, or last episode in a series. We utilize our recommendation engine to suggest content based on the user’s specific tastes. The design of this feature was optimized for conversion by running it through multiple rounds of A/B testing. These tests helped determine the optimal number of recommendations to display, and the design to display them in.

 
 
 

Direct Log In on TV
& Single Sign On

We added the option for users to log in directly on their TV devices. This removes the need for users to activate their TV streaming device via an activate website. While adding this feature, we also integrated with tvOS’s Single Sign On feature, give user’s the ability to authenticate with a single click.

 
 
 

Profiles

We added account profiles to give families who share a Starz account more control over their viewing experience. Profiles allow users to keep their own playlist and resume progress for movies and shows. Our recommendation engine is unique to each profile. This gives each user the most personalized browsing experience possible.

 
 
 

Promo Codes

To increase new user conversions, we created a promo code flow. This flow allows our marketing team to create targeted promotions that new users can accept during account creation. Promotions can be passed in through an ad campaign, or manually entered by the user. This flow is built to be flexible, allowing our marketing team to create many different types of promotions.

 
 
 
 
 

Log In Redesign and Optimization

Our platforms allow users to log in directly with credentials or through their cable provider. We redesigned this log in flow to better direct users down their specific log in method. This updated flow also helps us capture an email address for every user. This gives our customer service team a better way to communicate with and support our users.

 
 
 
 
 

Cancelation Flow with Retention Offers

We rebuilt our cancelation flow to increase customer retention. We added the ability to display a promotion to the user based on the reason they are canceling. The user receives the promotion if they keep their subscription. To optimize this feature, we tested multiple cancelation offers.