ITVX is the UK’s fastest-growing streaming platform, used by millions across Connected TV, Web, iOS, and Android. It's subscription tier 'ITVX Premium' allows users to watch content ad-free and unlocks a greater array of content.
As part of ITVX’s Growth team, I led the redesign of the primary upsell journey between Connected TV (CTV) and mobile.
The Problem
An initial funnel analysis quickly revealed that users were abandoning the journey at 3 critical points:
• 89% dropped off immediately after the first page
• Further 90% abandoned the ConnectedTV-to-browser jump.
• 58% quit at checkout
Uncovering the user issues
For the purposes of this portfolio piece I will focus on the first step of the funnel: the upsell page.
Usability testing and a UX audit revealed 3 key issues with the final page of the journey:
Cognitive overload: Users struggled to understand the proposition
Consistency: The branding and copy were not consistent with marketing
Efficiency: The icons and caveat (including border) take up a 3rd of the hero
A look at the old payment page design which saw a 89% drop-off:
Refined Flow Reduced Barriers
I worked with the team to redesign the journey:
• Clarified Premium messaging on the upsell screen.
• Simplified the QR code cross-device sign-in.
• Streamlined checkout by surfacing payment fields earlier.
+4.5% increase in Premium subscriptions.
After launch:
• +4.5% increase in Premium subscriptions.
• +7% free trial starts
• - 80% visits to customer services
