"Prominent" Carousel
Universal Homepage
Approach
Overview
To enhance the homepage experience, we aimed to introduce a visually distinct carousel design. This would help highlight different carousels and break the monotony of standard layouts, creating a more engaging user experience.
Hypothesis
A visually distinct carousel designed for all content types would outperform standard carousels on the homepage in click-through rate (CTR) and playback rate (PBR). This improvement would drive increased video consumption.
Targeted OKRs
Increase the percentage of subscribers who watch 4+ hours of video in their first month by 5 points, from 65% to 70%.
Raise the percentage of subscribers who watch 2+ series in their first month by 5 points, from 53% to 58%.
Improve the percentage of subscribers discovering new content monthly by 5 points, from 64% to 69%.
Results
Metrics
The variant outperformed the control group in CTR, PBR, and average daily minutes watched for the Now Featuring carousel. While it shifted interaction habits away from other carousels, this did not negatively impact overall engagement. In fact, total minutes watched across all homepage carousels increased greatly.
Key Metrics
CTR (Click-Through Rate): +17.55% (+0.0058 PPT)
Playback Rate (PBR): +22.09% (+0.0028 PPT)
Average Daily Minutes Watched: +0.70% (+0.798 PPT)
OTT
The Prominent carousel proved to increase CTR and average minutes watched per video compared to standard homepage carousels, driving greater content discovery and consumption.
The Prominent carousel is a flexible unit that can be used anywhere on the homepage to promote trending Shows, Originals & Movies. It was designed and built to handle with or without Top 10 logic.
Role
Direction
Design Concept
Design Strategy
A/B Strategy
Development Strategy
Platforms
tvOS
Fire
Roku
STV
iOS
Android
Web
Team
Vida - Director
Emma - Product Design Lead