launched May 2021; a new feature that allows for users to purchase PPV events on Hulu
Role: Product Design Lead for In-App Upsells, while working closely alongside 3 other designers for the sign-up and account purchase flows.
Team: a working group of 200+ individuals (design, research, product, engineering, marketing, writing, comms, legal....etc.)
Timeline: Dec 2020 - May 2021
Problem: How do we integrate a new product offering into the existing Hulu experience?
User flows on various devices
Audit existing upsell touchpoints across all livingroom, mobile, and web
Certain blocked upsell flows due to regulatory reasons
1. A NEW PRODUCT OFFERING | By launching PPV, we've unlocked the capabilities to start offering one-time purchases on Hulu. Laying the groundwork for this new purchase offering has huge potential to expand what purchases within Hulu can be made.
2. $40M IN ANNUAL REV | This new partnership with ESPN+ PPV events is estimated to generate $40M in annual revenue for Hulu.
3. DECREASE IN PURCHASE FRAUD | With the launch of PPV, we also designed and shipped a new feature to provide two-factor authentication for in-app purchases on connected devices and web. This is estimated to reduce purchase fraud across shared accounts & ultimately reduce the number of customer service calls Hulu receives.
Purchase protection integration for PPV events