Growing paid subscription acquisition for a TV streaming service
Duration
9 months (various projects)
My Role
I was the sole designer leading interaction/visual design and prototyping on the Acquisition squad, owning growth initatives and iterative experimentation on sling.com. I closely with product, engineering, marketing, and AEM teams.
🏈 GameFinder
(Shipped 🚀)
Background
What I did
Project highlights
Prospective subscribers often struggled to understand which Sling package would give them access to the sports games they wanted to watch due to fragmented broadcasting rights.
I designed an interactive tool that matched upcoming games to the right channels and packages, then integrated it into key sports discovery flows. This reduced confusion at decision points and led to a 3.2% lift in conversion and a 17% drop in same-day cancellations.
📦 Buy Flow Visioning
Background
What I did
sling.com accounted for over 60% of paid subscription acquisition for Sling TV. However, the marketing-driven nature of the site gave little visibility into Sling’s full content offering, contributing to customer hesitation around package selection.
Led a week-long design sprint with design leadership and PM partners to synthesize insights and reimagine the buy flow. Prototyped tailored user journeys that surfaced the content catalog and free preview based on user intent. Presented and aligned cross-functional stakeholders around a new strategy to reduce decision paralysis and better communicate Sling's value.
📺 Channel Shopper
(Shipped 🚀)
Background
What I did
Channel availability within Sling’s packages is often determined by a mix of location-based restrictions and complex content licensing agreements. As a result, customers are frequently unsure which package combination will include their preferred channels, leading to frustration and decision paralysis during sign-up.
I designed a recommendation tool that suggests the optimal base plan and add-on bundle based on the channels a user selects. This simplified a previously overwhelming selection process, helping users make informed choices faster and reducing support volume related to package confusion.
🧭 Global Navigation Redesign
(Shipped 🚀)
Background
What I did
The navigation on sling.com was inconsistent across pages and outdated, especially after a recent brand refresh. The IA no longer reflected the evolving content offering structure.
I conducted 2 rounds of card sorting to inform a new site structure, improving discoverability of key content categories. I then redesigned the global navigation, creating responsive layouts across breakpoints, aligning the visual design with the new brand identity, and ensuring all interactive states align to a responsive, accessible experience.
💰 Coin Redemption in Checkout
Background
What I did
Side Projects
Sling Rewards allows customers to earn Coins based on watch time. At launch, there was no way for customers to use their Coin balance.
As part of a broader initiative to increase viewership and retention, I introduced a checkout module for applying Coins to upcoming bills. Collaborated with engineers to implement application logic and error handling, enabling customers to make use of earned rewards seamlessly.
🔔 Toast Notification Component
(Shipped 🚀)
Background
What I did
The account management flow lacked proper feedback, creating uncertainty when customers made subscription changes.
Defined and delivered a toast notification system to confirm key actions like plan upgrades or add-on updates. Produced animation specs for implementation and partnered with the design systems team to scale the pattern across the account experience.