crafting a new profiles experience
We got great news! HBO Max & Discovery+ content were going to live in one app, the challenge: Build a new solid profiles experience, iterating from both previous products with a limited timeframe. Our north star was to increase the number of active profiles per account, providing a smooth process to create and customize users’ experience in Max.
Emphatizing
Understanding what our users and the business need, gathering all he information and relying on previous research, leading audits to find out the pain points of HBO Max and Discovery+ experience, but also documenting what went well, doing competitive analysis, and of course, directing internal surveys within our team at Max.
the challenge
Designing without a clear visual language.
At this point, Max was at a very early stage of the product, the entire team was defining MVPs, and we didn't even know what the app name was.
The Design system and Branding teams were working on the visual language and structure of the app, while the Feature Designers (us) were building the experience. Profile flows were crafted in an ambiguous context, we needed a strategy.
how did
we solve it?
We were on a very tight deadline, and devs needed to start building soon.
There were 3 designers on the Profiles team. We organized and assigned specific projects to each, the plan included time and effort estimations, set internal and external reviews and delivery dates commitments, we were ready to move forward.
In order to optimize our work, we created an internal toolkit with generic styles while the brand team defined the app identity.
MAX ui arrival
Finally, the brand was here and we were ready to fashion our generic designs with the new Design Systems Library.
We built our final screens, documented specifications of interactions, accessibility, tokens, components and happy and unhappy paths to share with engineering. High fidelity prototypes were crafted as well to conduct meetings with stakeholders.
FEATURES BRING
OWNERSHIP
LAUNCH
and next steps
Max launched in the US on May 21, 2023. The Profile creation increased 136% after launch.
We continued expanding to:
Latam in Feb 2024, EMEA in May 2024, APAC in Nov 2024.
To ensure the users received the best experience, we collaborated with Design QAs testing Visuals, UX, and A11y in staging and production environments.
For more details, feel free to reach out!
