M-GO

It is Roku's embedded streaming movie service. It was created between DreamWorks Animation and Technicolor, and It has been re-branded as FandangoNOW.  

Role

I was hired by M-GO as UX Lead Experience Designer to be part of the creative team and work on research to improve the acquisition funnel across platforms. I was responsible for cross-functional collaboration in research, marketing, brainstorming, strategy, concepts, and product design.

Problem

First, M-GO's new users showed a high drop-off rate completing transactions. Secondly, the product and marketing team had a couple of initiatives for the customers, such as gift cards, loyalty points to apply across platforms. We had the challenge of addressing the marketing initiatives and improving the acquisition funnel at the same time.

Approach

I teamed with the research manager and other senior UX designers, and we found that one of our biggest pain points was the lack of user data. We needed audience information, so we added analytics to our current experience to accumulate data from our audience. We conducted short remote usability tests, as well as in-person interviews.

Findings

We completed the research, and we mapped out the results, including user stories, goals, and pain points. We identify the flows across devices to make ensure the flow adapts to each persona.

Solutions

On the movie detail page, we did the following updates. 
• Limited for two options to "Buy" or "Rent."
• We added a "mini-cart" to keep all costs, discounts, and gift card credits.

Combined with the improvements to sign up, the first phase of this endeavor improved conversion by 49%.

Wireframes of the web experience

Final Product