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ANGEL STUDIOS

Improving the discoverability of streaming content by 52%

Millions of users were migrated from the Chosen App and unable to find and watch other shows on the Angel Studios App. This led to reduced watch rates, inability to discover new content and a lack of engagement.

Role

Sr. Product Designer

Team

Outcome Owner
UX Research
Developer

Deliverables

Competitive Research
Wireframes
Components
Specs
Prototype
User Testing

Duration

2 Months

Before

After

The old experience failed to display what’s important

The landing page of the app did not give the user sufficient context and hindered their ability to explore the app.

Quick observations

• No navigation
• No access to other features
• No visibility of content library
• Provides little reengagement

What is lacking and why we need to change

I setup a comparison of the major streaming apps vs the Angel Studios app. The focus would be on identifying what could provide the biggest impact in increasing content discoverability.

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High priority items to address

  • Navigiation

  • Continue watching

  • Display more content

  • Improve browsing

Tackling the issues with a pragmatic design approach

Using the high priority items that were found from the previous comparison, I started designing new layouts that were more intuitive and interactions that were more recognizable to users.

On the left are low fidelity wires exploring the landing page and top level tabs. On the right is a high fidelity concept which I shared to the team. (see next step)

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My design choices

  • Build a global nav

  • Added top level tabs to help exploration

  • Promotional carousel to introduce new and exclusive content

  • Use layouts that display more content and allow for scale

  • Group content using horizontal scrolling collections*

*Challenge

Leadership was against using horizontal scrolling collections despite it being a native browsing pattern on all major devices. I moved forward despite the pushback.

Risking the idea on Slack to see the response

I had to take a risk of dropping a new design idea on the team during this time of migration. Things were tense due to the restructuring of many objectives and this was a push against the way we were doing things. And it worked!

There was an immediate and overwhelming response of support and positive feedback. Questions did arise which would later be solved by scaling and iteration, but I was confident in this direction.

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The new design produced immediate action!

Finalizing and delivering design assets

Testing showed users preferred the new design

In both testing and experiments, the new design was definitively better.

“I just couldn’t do anything in the old app. I immediately noticed a huge difference.”

Michael Lock

Angel Guild Member

Results

User Experience

This design was definitively better.

Business

Watch rates increased by 56%!

Product

Improved navigation allowed us to quickly add more features.

Growth

Teams and product owners wanted the hero poster space.

Related project

Building more than just a streaming experience at Angel Studios

See where I led the watch experience in 2023.
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I’m ready for next steps if you are.

If you have questions for me or would like to learn more about a project, let’s chat!

Email 386-299-0329 Resume LinkedIn

Chad Dant, 2024