Problem
Increase organic registrations so that we are not paying to acquire most of our users. Challenge- building SEO takes time and consistency.
My Role
I lead the project from ideation to handoff.
Timeline: 2 weeks
Research | Metrics
- Traffic to the landing page
- Click-through rate
- Increase organic installs and registrations on Android and iOS
We met with an SEO consultant along with the developers to discuss what it would take to build a successful website rich in original content.
- Click-through rate
- Increase organic installs and registrations on Android and iOS
We met with an SEO consultant along with the developers to discuss what it would take to build a successful website rich in original content.
Early Prototyping
Our backend developer built out an early stages prototype to model the experience off of.
What The Fuck Do I Watch Tonight? web page.
Research | Competitive Analysis
Comping direct and adjacent competitors informed of any new and intuitive patterns that could be leveraged.
Comps:
- What TF Should I make for Dinner
- Netflix Roulette: WSIW
- How bad is your spotify?
- Decider
Comps: What TF Should I make for Dinner; Netflix Roulette: WSIW, How bad is your Spotify?; Decider
Wireframes
I brainstormed some playful concepts that would lend well to the barebones model our backend developer, Jesse, threw together.
Constraint** Aligning to shifting goals. Should this be a viral play?
Things to think about:
- Where is the paywall?
- We will want to test a few different options
- Can they select streaming service 1 or 2 times before hitting paywall
- Do we limit shuffling?
Concept brainstorming
Streamlined Variant
The Idea
Build a landing page to help people find what to watch easily.
At the top: A simple and playful quiz that helps a viewer select what to watch based on their mood. After third refresh , a hard-gate triggers encouraging downloading the app for more free recommendations.
In the Middle: SEO rich, fresh entertainment content that covers daily trends and recommendations- encourages daily usage behaviors.
At the bottom: an value prop with clear CTA to download the mobile app.
V1: What the Fork Should I Watch
High-Fidelity Designs
The Game
The Whole Experience
Prototype
In addition to annotating, we used a prototype to communicate the nuances of the interactions with the development team and stakeholders.
This project was deprioritized before it was developed to make way for a new primary initiative. Bummer, I would've loved to find what the duck to watch.
