Marquee
Peak Ahead

Universal Homepage

Marquee Peak Ahead
Marquee Peak Ahead
Marquee Peak Ahead
Marquee Peak Ahead
Marquee Peak Ahead
Marquee Peak Ahead
Marquee Peak Ahead
Marquee Peak Ahead
Marquee Peak Ahead
Marquee Peak Ahead
Marquee Peak Ahead

Approach for App

Overview
We will run a A/B test of different marquee designs that previews content to users. The objective of this test is to expose users to more content within the marquee set to increase the chances of discovery.

Hypothesis
Providing a "peek" into the marquee will make hidden slides more visible, encouraging users to scroll deeper into the set. This increase in marquee slide views is expected to drive higher click-through rates (CTR).

Targeted OKRs

  • Improve engagement: Increase average viewing time by 6% to 20.4 hours per logged-in subscriber.

  • Boost content discovery: Increase the percentage of subscribers discovering new content monthly by 5 points, from 64% to 69%.

Results

Metrics
Both variants successfully increased clicks and consumption from the homepage marquee. Variant 2, featuring the "peek" design, clickable card, and side-by-side CTAs, delivered the strongest performance, aligning with expectations by increasing marquee slide views and significantly boosting CTR.

Key Metrics compared to control

  • Marquee CTR: +87.88% (+1.73)

  • Marquee Video Minutes: +27.90% (+0.37)

  • Marquee Video Plays: +44.10% (+0.03)

Initial Baseline

Our initial redesign featured full-screen artwork, metadata descriptions, and direct playback access. However, as features expanded, this design became less practical. The Marquee dominated the homepage, yet despite pagination, users quickly scrolled past it, overlooking additional curated content. This prompted us to rethink how to boost engagement within the Marquee.

Testing a Peak vs Pagination

Displaying a peak view significantly boosted clicks and content consumption from the homepage marquee.The added glimpse and element of curiosity that revealed content that was once previously hidden, increased the click-through-rate.

Clean up

After refining the peak view, playback options, nomenclature and various "My List" tests. We refined the visual CTA's to match our OTT & Web experience.

OTT

Marquee Peak Ahead / Default
Marquee Peak Ahead / Default
Additional Peak Ahead A/B Concepts
Marquee A/B Strategy Planning
App screenshot

Initial Baseline

Our initial redesign featured full-screen artwork, metadata descriptions, and direct playback access. However, as features expanded, this design became less practical. The Marquee dominated the homepage, yet despite pagination, users quickly scrolled past it, overlooking additional curated content. This prompted us to rethink how to boost engagement within the Marquee., our app is completely free to download and use. No hidden costs or monthly subscriptions. Start enjoying your favorite movies and series without spending a dime!

Testing a Peak vs Pagination

Displaying a peak view significantly boosted clicks and content consumption from the homepage marquee.The added glimpse and element of curiosity that revealed content that was once previously hidden, increased the click-through-rate.

Clean up

After refining the peak view, playback options, nomenclature and various "My List" tests. We refined the visual CTA's to match our OTT & Web experience.

The Marque features a “peak ahead” carousel that gives users a preview of the content lineup.

By testing various marquee designs we aimed to discover which design maximizes user engagement and comprehension of the content.

Role

Direction
Design Concept
Design Strategy
A/B Strategy
Development Strategy

Platforms

tvos
Fire
Roku
STV
iOS
Android
Web

Team

Vida - Director
Brian - Design Lead
Mindy - Design Lead