Growing Paid Subscription Acquisition @Sling TV
Timeline
Aug 2023 - May 2024
(various projects)
My Role
I was the sole designer on a collection of design initiatives focused on iterative growth experimentation on sling.com. I led interaction/visual design and prototyping and worked closely with my PM on experimentation plans and growth roadmaps
🏈 GameFinder
Background
What I did
Project highlights
Prospective users often struggled to understand which Sling package would give them access to specific sports games due to fragmented broadcasting rights.
Created a mobile-first interactive tool that matched upcoming games to the correct channels and packages. Integrated it into sports discovery flows to help prospects confidently choose the right plan, resulting in a 3.2% lift in conversion and a 17% reduction 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
Background
What I did
Channel availability in Sling’s packages is often limited by complex contractual constraints, leaving customers unsure of which combo to pick for their preferred channels.
Built a recommendation tool that suggests the optimal base plan and add-on bundle based on selected channels. Simplified the package selection process and helped reduce support volume related to package confusion.
🧭 Global Navigation Redesign
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The navigation on sling.com was inconsistent across pages and outdated, especially after a recent brand refresh.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.
Conducted 2 rounds of card sorting and reorganized site structure based on results to improve discoverability of key content categories. Redesigned the global navigation and modernized the visual system in line with the updated brand.
💰 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
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.