Redefining immersive entry, Peacock offers a seamless blend of content, exclusive shows, and personalized recommendations. Dive into a world where your viewing experience is curated just for you.
NBC Peacock:
Redesigning Immersive Entry
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UX Strategist
My Role
Laiba Sarwar (Solo)
Team
2023 (3 months)
Duration
User Research & Synthesize
Ideation
Sketch
UI Design & Prototype
Presentation
Process
The primary focus is to serve as an engaging introduction, providing essential details to encourage prospective users to choose a plan while facilitating easy sign-in for existing users.
Objective
Streaming
Industry
UI Design & Research
Task
Figma
Tools
The current Immersive experience, with its price-forward approach, may not effectively meet diverse customer and business needs post Free Tier De-emphasis. The existing design contributes to a high bounce rate, particularly on CTV and mobile platforms. There is an opportunity to address this issue by redesigning the Immersive Entry to better align with user expectations and preferences.
Problem
Investing in a more flexible and immersive template offers a strategic solution. The proposed template, informed by comprehensive UX research and analytics, focuses on content-centric designs to effectively communicate Peacock's value. The new design aims to reduce bounce rates, enhance user engagement, and increase conversion rates. Iterative testing, starting with a Roku-only proof of concept in January, will validate the design's effectiveness. If successful, the full template will be rolled out across devices in late Q1, creating a more user-centric and visually appealing Immersive Entry experience.
Solution
User Personas
User Personas
Key Principles From User Research
Design to Prototype
New designs have the flexibility to show almost 2x more content and offer users control to explore content categories that they find relevant
Final Prototype
New mobile designs allow users to swipe through different content categories
Having a more flexible template the team will be able to continue to optimize post-launch:
Comparing existing large price point vs. content forward template:
During limited-time offers
Seasonally, highlighting tentpole events: Olympics, NFL, Premiere League, etc.
Frequency and type of content being refreshed
Testing category names, ordering, and number
New Immersive Template will open doors for more testing...