7.3k+
customer sign ups within one month
A personalized experience to effortlessly choose the right subscription package, designed to minimize decision fatigue to easily select a plan that fits customer needs without overthinking.
DIRECTV’s Genre Pack services aim to give customers a more customized, flexible, and cost-effective TV viewing experience by offering genre-specific bundles. It empowers users to only pay for the content they’re most interested in, creating a personalized, engaging, and streamlined entertainment experience.
Project Timeline: June 2024 to February 2025
How did I contribute to this collaborative launch experience as a UX designer?
As the UX designer, I collaborated with a wide range of stakeholders across product, researchers, content writer, marketing, legal, and engineering to deliver a cohesive digital launch experience. My role centered on advocating for user needs while balancing technical constraints and business goals, ultimately helping to create a frictionless experience that supported both conversion and user satisfaction.
Challenge
"Entertainment" vs "MyEntertainment"
Addressing potential confusion caused by similar naming of DIRECTV’s known streaming packages vs the new streaming package (Example Entertainment streaming package vs MyEntertainment Genre Pack)​
New personalized subscription modal
​Positioning the new personalized subscription model to clearly differentiate and appeal to target audiences​
Smooth introduction without information boggling
Ensuring a smooth introduction of a cost-effective offering to customers by minimizing the complexity and aligning with customer expectations
Assumptions
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Streamline the design interface to refine the messaging to enhance clarity and reduce decision fatigue
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Present a filter option to users to easily find what they’re looking for
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Leverage previous findings that most users have predefined preferences, enabling a more focused and simplified user journey
Research key objectives
Observe user's decision-making process
Conduct user tests to observe and uncover decision-making patterns during package discovery and selection
Discover unknown user patterns
Take key insights to continuously go through design iterations to refine content and cognitive load in the selection process
Understanding User Selection Criteria
​Find which content elements (ex. price, channels, value add-ons) users rely on most when deciding which bundles to choose
User research finding — Key insights and findings
I didn’t even see the notes below the cards—I was only looking at the packages[...] Don’t hide the important info behind clicks. Put it right there.
​What are users saying? User testing revealed valuable insights that challenged our initial assumptions, allowing us to pivot and make more user-centered decisions.
Information boggling assumption:
​Users gravitate toward visual entry points like package cards or genre cards, overlooking peripheral content. Their behavior reflects a preference for surface-level clarity without additional interaction or information.
Progressing through checkout
“I don’t want to scroll back up, just let me keep going"
Shoppers want to keep moving in a shopping experience and don’t want to backtrack
Test V0X
Iterations
“When I filtered, I only saw a narrow set, I didn’t realize there were more options."
"I ignored the search bar and just kept scrolling to see the package cards."
Filter search, users want to see it all
Live TV shoppers who use a filtered view may get tunnel vision and miss exploring more options. First look shoppers tend to scroll past search, filters, and recommenders to find product cards.
