Challenge

better serve users and elevate brand presence

To improve conversion rates in this stage of the user flow, we identified an opportunity pivot from the random mix UI screenshots that were updated infrequently and didn’t communicate any value props. People connect to people, and these projects were experiments in sequential communication that pull people in emotionally and informatively. The following designs were tests into featuring more prominently the content and information users are looking for. Because of the success of these tests, we were able to implement new winners with a regular cadence, meaning the page was always relevant to both the upper and lower funnel strategies.

my role

creative strategist and designer

In September 2018 I took over as the creative lead and sole designer on the STARZ account, which involved owning the entire creative side of the ASO efforts. My role persisted of leading partner conversations and alignment on brand goals, leading brainstorming sessions with data analysts to identify what learnings we wanted to gain from future tests, solving new creative challenges and problems as they arose on both platforms and the entire creative production of every variant tested on iOS and Google from 09/2018-1/31/20.

Other team members: One Growth Marketing Lead and One Growth Marketing Analyst.

testing framework

traffic divided equally to 4 different variants

Every design that was created for our app store pages was created as test before it was implemented. Our testing framework constituted 4 variants: the current app store page design as the Control, a version of that design with new content imagery swapped in (to validate if it was the design and messaging that was successful or if the content itself was responsible for performance), and two new wholly different concepts which were chosen based on a specific learning we wanted more data about. Users were driven to equally to each of the different pages, and whichever design provided the highest increase in conversions was implemented into the Google and Apple storefronts.

My team was dedicated to user insights and data learnings, so this testing framework was repeated at a regular cadence for almost two years.