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Media
Driving Activation with a Simplified Account Creation Flow
Customer problems
Friction: Account creation spans multiple platforms (TV and Web) disrupting flow.
TV Input Pain: Existing research also revealed that entering details via the TV keyboard was often described as “painful and long.”
Business Goals
Increase activation rate: 39% of new Paramount+ customers activate on the day of purchase.
Scalable Solution: Design to onboard new partners through an agnostic approach.
Scope & Constraints
Prospect and resubscribing Paramount+ customers
Existing templates to support an agnostic solution
Impact & Success Metrics
8 weeks post-launch
• Lasting impact was a solution designed to scale seamlessly across our Commerce journeys for other App partners.
14%
39%
$5.77
The Process
Research under constraints
With limited time, I adopted a lean research approach, using usability testing to address critical questions and shape the Account Menu design direction
"What features would be the most useful for users to access from the Account Menu?"
Over 50% felt current plan info would be the most useful.
"What icon representation of Account Menu resonates most with users?"
"What icon label would resonate most with users?"
Wireframes & Validation
The first iteration was a basic outline of the menu.
🔍Insight
• Participants wanted to compare plans or at least see details of their current plans before making a choice
• The "Upgrade to Pro" label created friction by feeling too much like a commitment.
• Participants felt the cross-sell section dominated the screen space.
Accessibility
As I had never produced blueline annotations before, I took the initiative to upskill by researching best practices and applying them to my designs. The process not only ensured accessibility compliance but also sparked a deeper professional interest in inclusive design.
Reflection
The Account Menu carried the weight of solving both user and business challenges; an ambitious scope for one feature. License management proved far more complex than anticipated, warranting deeper exploration.
Key takeaways
🔑 Early research (no matter the scope) pays dividends in clarity and confidence