Result

Widespread confusion around ESPN content entitlements—most notably the distinctions between ESPN Flagship, ESPN+, and broader bundle offerings—revealed a critical need to redesign the upsell experience across both web and 10-foot UI surfaces.

Takeaways

Informed by insights from the latest product A/B testing experiments

Introduced a comparison-driven decision model to support subscriber upsell consideration
Streamlined engineering effort by consolidating resources and support
Reused core card components to ensure consistency and scalability

Approach

I worked closely with Product by conducting several weeks of focused A/B testing across multiple segments of the U.S. streaming market. Users need cohesive imagery paired with a fast, scannable way to compare pricing and plans.

“What’s the optimal level of friction to provide enough information without overwhelming users, while still supporting informed purchase decisions”

— Darren Weik

Back to Work