I led the paid membership user experience (subscriptions and payments) at Disney+ Hotstar, the biggest video on demand platform in India and a market leader in paid subscriptions, contributing to 7x growth in memberships within 1 year.
Hotstar is India's leading video-on-demand freemium platform with over 300 million monthly active users and a diverse content catalog of English, Hindi, and regional TV shows, movies, Hotstar originals, live sports, and news. While a lot of loved content is available for free, subscribers enjoy exclusive member-only content, access to entire Hotstar's content ad-free, live sports, and more additional features.
1 Product Designer
2 Product Managers
1 year in subscriptions team
increase in number of paid subscriptions (Mid 2018 to Mid 2019)
and 3x improvement in payment success rate for netbanking and wallet payments
success rate of monthly to annual upgrade nudge (1 month post release)
How I added value
The three biggest challenges that hampered paid subscription growth for us were – unawareness, funnel leaks, and high cancellations during non-cricket seasons. To solve the first, as a part of MVP I ensured that the communication is consistent across all touch-points and further introduced detailed landing pages for the most popular plans and designed upsell opportunities within the app. To mitigate funnel leaks, I focussed on improving all the existing payment flows by storyboarding and understanding user pain points per platform. Another big detail was to make the experience less transactional and more human with better communication and visuals.
To reduce the cancellation post major sports events, many interesting steps were taken, for e.g. introducing upgrade flow to upgrade from sports to entertainment plan, promotion of yearly plan, and discovery of Hotstar Premium content. The business and content team worked together on the proposal of a new subscription plan called "Hotstar VIP" – a combination of sports plan with top Indian content. Our scalable subscription design system enabled the business team to go live with this new offering quickly before IPL in a matter of 1 month with a very good success rate.
Identified the most critical improvement areas in the end to end subscription journey with a PM. Looked at subscriptions holistically while focusing on relentless improvements and optimization in the existing subscription user experience.
Collaborated with multiple teams such as design ops, marketing, sports, and content to level up the overall experience and took ownership to maintain the highest quality of shipping.
Revamped subscription pages improving CTR by 75%. Conducted funnel analysis, usability tests and A/B tests and re-iterated most payment flows per method type like Netbanking, Credit card, Debit card, PhonePe, Paytm, and more with success rates improving by 2x to 3x.
Enabled the product launch of a brand new subscription plan "Hotstar VIP" from conception to production within 30 days – which became the fastest selling and biggest subscription plan for Hotstar. We introduced powerful entry points to educate users about Hotstar VIP content and made the proposition value clear and exciting to users with our landing page.
Designed many upsell entry points to subscription experience in the product to improve subscriptions and encourage plan upgrades. The success rate in the first few months after launch was 85%.
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