PeacockTV

Designed and optimized landing pages for key PeacockTV events i.e. the Winter Olympics, World Cup, and Super Bowl LVI to drive conversions and traffic during each event's duration. As well as managed ongoing design and optimization of the Homepage. Additionally, maintained over 20 responsive landing pages for live sports.

Overview

Landing pages are a critical component of the user experience, often serving as the initial point of contact for potential new customers. We optimized PeacockTV's landing pages and homepage to drive conversions and increase traffic during major tentpole events like the Winter Olympics, World Cup, and Super Bowl LVI.

To support live sports, a key driver of growth for PeacockTV, we also maintained dedicated landing pages for sports like Tennis, Rugby, and WWE. These pages functioned as a central sports portal, making it easy for users to find our sports content and access critical information.

Role

Lead Product Designer

Brands & Territories

PeacockTV (America)

Kim McClure, Clarke Spinosa, Rachel Rogers, Charli Rousseau, Jaime Lutz, Arielle Baer, Jaime Antonian, Diana Akhavan, June Ko, Claudia Ruge-Flemmer

Teammates

Lead UI/UX design

Conduct user research and quantitative testing via Optimizely

Design and manage multiple bespoke web landing page experiences for the signed out experience

What did I do?

Problem 1. What can we do to increase conversion? Increasing Experimentation & User Research
During major tentpole events the majority of PeacockTV’s sign-ups occur. To boost this conversion rate, we needed to focus on reducing friction on our landing pages. We needed to optimize our landing page experience through experimentation and data analysis to enhance the user's sign-up journey. We wanted to lower our drop-off rate, increase traffic to our pages and increase retention rate.

Problem 2. How do help our users make informed decisions? Find Ways to Improve Information Transparency & Clarity
A key part of the landing page experience was providing all the necessary information such as how to stream, what content was available, and transparent pricing to persuade potential customers to sign up. For tentpole events like the Winter Olympics and World Cup, it was crucial to make this information extremely clear.

Problem 3. How do we manage all of our landing pages? Prioritization & Resource Management
Managing landing pages for tentpole events was challenging due to the need for rapid updates across multiple touchpoints, including upsell pages and offers. These moments occured throughout the signed out experience, not just the main event landing page. This required us to be ready to make immediate changes, such as removing an injured athlete from all touchpoints to avoid inaccurate advertising. We also had to continuously update our other landing pages with current information and schedules as part of our business-as-usual (BAU) operations.

Due to resource constraints and team turnover, I became the Lead Product Designer on the Acquisition track focused on improving the landing page experience. This required me to prioritize key initiatives and manage my capacity, ensuring we focused on the most impactful work.

Issue

Discovery

Prioritization & Project Kick-Off

The design team worked across multiple tracks to align on expectations, understand priorities and roadmap, and define clear success metrics to improve conversion rates, especially during important tentpole moments. We had to manage all touchpoints, not just landing pages, within a short timeframe.

User Research

We also assessed our capacity for user research and testing, leveraging insights from our standard BAU operations. This data provided the team a foundation to help us continually improving our landing pages and optimizing our approach for high-stakes tentpole events. As many of our tentpole events were happening quickly, we were not always able to conduct testing as we needed to roll out everything in a timely manner.

Discovery

Competitive Analysis

In addition, we analyzed our streaming competitors to understand industry trends and patterns; how they were tackling their landing page experience. This competitive analysis helped us identify what approaches were effective and what could help set us apart from the rest.

Data Analysis

We collaborated with the User Research team to analyze existing data and identity key areas for improvement within the landing pages. We regularly conducted both A/B and multivariate testing through Optimizely, evaluating the impact of changes to copy, CTA placement, and page layout to improve the user experience.

User Flow for Black Friday Offer on Sports LP

Plan

Kick-Off

At the start of every project, especially large initiatives like the Winter Olympics and World Cup, we partnered with several product teams across the Direct-To-Consumer organization. We wanted to ensure a cohesive experience across the entire user journey, from the signed-out web landing page experience to other other touchpoints, not just on web but also on client.

While the fast-paced nature of these tentpole events often limited our ability to conduct real-time testing, we were fortunate enough to be able to rely on findings from our BAU projects to ensure a better user experience for future landing pages and tentpole events.

Ideation & Design Exploration

The creation of landing pages varied in scope and complexity. New pages for major events like the Winter Olympics and Super Bowl LVI required a comprehensive kickoff process with thorough requirements and design exploration. Given that these events were exclusive to PeacockTV, the goal was to immediately capture user attention and make it easy for them to understand what was available and how to stream it.

For our ongoing business operations i.e pages like WWE’s and the main Sports hub, we tested various design solutions to display information clearly. This included making key details like pricing transparent to improve the user experience. We then used these findings to inform our design decisions for tentpole events.

Review & Finalization

For tentpole events, the designs went through rigorous review. There was very high visibility from leadership so we needed to make sure our landing pages were optimized, premium, and promoted both the event and PeacockTV well. We had regular review sessions to work through the designs.

Due to CMS limitations and tight deadlines, tentpole landing pages had to be designed without requiring any development effort.

In contrast, our BAU pages had a more flexible timeline. While they did not require leadership review, we worked closely with internal stakeholders to finalize and incorporate all feedback on copy and assets.

Design

Landing Pages

Landing pages are a key entry point for new customers. We worked with the SEO team, Sports Marketing team, and the User Research team to optimize these pages for SEO, traffic and conversion. The designs were created to maintain a premium look and feel, align with PeacockTV’s style guide, and effectively promote events and offerings.

During tentpole events like the Olympics and World Cup, we aimed to present information to the broadest audience possible. This involved working with internal and external stakeholders to ensure accessibility and optimal SEO. As an example, for the 2022 World Cup, we created a dedicated Spanish-language landing page under the Telemundo and Peacock brands to drive conversions among Spanish-speaking and bilingual customers.

Our goal was to ensure that every PeacockTV landing page delivered the best possible user experience.

Led the design for the 2021 NFL Sunday Night Football landing page, driving over 4 million visits to PeacockTV.com and the NFL landing page. This successful campaign contributed to acquiring 1.6 million paid subscribers on Super Bowl Sunday.
Led the design for the 2022 Winter Olympics signed-out web experience. Created a bespoke landing page that successfully help convert approximately 790k free tier users to premium subscribers during the February 3-20, 2021 event.
Led the design for the Spanish-language World Cup landing page, serving as the primary gateway for viewers to watch all 64 games live on Peacock and Telemundo. Telemundo's promotional efforts contributed to 60% of paid conversions on the Spanish landing page. The World Cup landing page achieved 177K paid signups and 3.3 million visitors.
Led the design of PeacockTV.com's signed-out web experiences.

Review

Finalization

Following launch of tentpole landing pages, the team continued to provide support throughout the duration of the event. This includes keeping the page updated with breaking news, such as player injuries and scores, while simultaneously maintaining BAU operations for the rest of PeacockTV.com.

Learnings

After working on these landing pages, I wanted to improve the process. We needed a better CMS that ensured design consistency and structure. The previous CMS was time-consuming and hard to use for editors. Recognizing these limitations, the same team began an effort to improve the CMS.

Learn More about NBCUniversal’s New CMS Here