Hulu
Welcome CX
Hulu is one of the largest and most influential streaming services in the world. Following Disney's acquisition and as part of a new era for Hulu, I was challenged with modernizing the user experience and creating an intuitive interface that allows users to effortlessly access content across mobile and desktop platforms.
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My Role
My role for this project ranged from conducting user research and audits to designing user interfaces and conducting usability testing. I consulted with my design team for guidance and presented my work to other stakeholders and partners for additional feedback. With a strong focus on streaming devices we wanted to deliver a strong living room/cross-platform experience. I was primarily leading the web and mobile CX, but working cross-functionally with TV streaming teams.
Problem
Potential customers don't feel that our cross-platform experience is seamless, they feel the interfaces lack enjoyable interactions and a would like a more straightforward journey. Because of the limited, sometimes cumbersome streaming interface, it was important to start there and adopt that logic into the more flexible touch screen of mobile and tablet devices.
Challenges
Strategy
Research clearly shows that users don’t care about what platform their content comes from. The 14 day trial was actually a loss leader as 14 days was more than enough time for a user to binge the show they cared about and cancel the subscription.
Competition
For perspective, Hulu ended Q3 of 2021 with over 42.8 million subscribers in total versus main competitor Netflix with approximately 213 million global paid memberships. Hulu’s large screen experience hasn’t been able to translate successfully to tablet and mobile, disappointing many users.
Usability
Our primary objective has been to break the endless sprawl of content grids and to leverage Hulu’s recommendation engine to deliver the content users want in a focused way. This became a huge challenge when competing with the many complicated layers of promotions, brand agreements and content licensing.
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Solution
Build a consistent cross-platform customer experience to drive awareness of Hulu’s unique offerings like live events, sports, and network shows. Ultimately, promoting positive brand engagement by using youthful, user-friendly, and eye-catching designs.
Goals
TV Streaming
Have a content hierarchy that drives action and follows the marketing funnel strategy to show customers why we are the best all-in-one solution and more secure than competitors.
Simplify our home page into a user-friendly experience and get customers to choose us over competitors. Make the website more interactive and user-friendly to take action with fewer clicks
Web / Mobile
Retain customers thru a user-friendly experience. Show our critical features as an intuitive, integrated, and seamless experience - and set settings expectations about using both the website and the app.
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