Since launching in 2022, ITVX has rapidly become one of the UK’s largest streaming platforms with over 40 million registered users.

I have led multiple initiatives focused on optimising the sign-in experience across Connected TV, mobile, and web with the aim of improving activation.

Problem

On ConnectedTV 25% of users attempt to sign in by manually typing their email and password using the remote control. However, only 28% complete sign-in — blocking access to content and creating a significant business challenge: high user drop-off at the very first step of engagement.

Hypothesis

Users abandon sign-in because typing long email addresses with a remote is slow and frustrating.

Prediction

Providing email domain shortcuts will reduce friction by reducing the number of inputs on the remote control.

How we will know if we've been successful?

Metric 1: Increase conversions from Email Entry → Password Page.

Metric 2: Improve the overall CTV sign-in success rate.

Test Plan

Partnering with Product Management, data and engineering, I set up an A/B test in Amplitude:

• Variant A (Control): Existing design.

• Variant B: One row of email domain shortcuts.

The test ran for 2 weeks on Samsung and Fire TV devices, capturing behavioural differences across demographics.

Result

The results supported the hypothesis that users abandon sign-in because typing long email addresses with a remote is slow and frustrating.

Metric 1: Email Entry → Password Page increased by 40%.

Metric 2: Overall CTV sign-in success rate increased by 2.2%