Lead Product Designer
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UX RESEARCHER
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STARZ
I redesigned the STARZ landing page that increased user complete conversions by 13% across a user base of over 19 million subscribers.
context
Starz's main app is moody and dark to match its racy content. But the marketing page most user's landed on before subscribing? Light, boring, generic.
It performed fine, but product management knew there was potential to up our conversion rates from this high-traffic page.
User research
User interviews showed that page color affects users' perceptions of the content itself.
I conducted 10 user interviews to assess the impact and helpfulness of our current marketing page.
Users were shown dark and light versions of the marketing page and asked to complete simple tasks.
Users who don't like STARZ's typical content (adult themes/rated R) literally let out a sigh of relief when I showed the current (light) marketing page.
Users who did have an interest in our content (our target audience) preferred the dark version.
design specs
My goal with this redesign was to not only increase conversions, but also to provide clarity to users landing here.
To keep things simple for testing, I focused on the first thing users would see - the header and their purchase options.
