top of page
BUSINESS IMPACT
Q4 2024 new subscriptions
301,000
Q4 2024 Revenue
$2.31B
Conversion rate
120.32%
Overview
What is the DIRECTV Channel Line Up (CLUP) Tool?
The DIRECTV Channel Lineup Tool (CLUP) is a consumer-facing, uniquely sophisticated search and channel display component. It enables users to search over 340+ channels, explore availability, and view corresponding package options—all within the upper funnel experience. Built from the ground up, this new component offers a streamlined, user-friendly interaction focused on guidance, efficiency, and engagement.
Role and Team
What role do I play in the team, and how do I collaborate with others?
As the design lead, I spearhead the end-to-end design process and foster open, seamless communication with stakeholders to ensure clarity, alignment, and high-performance delivery, eliminating confusion and assumptions.
Problems
Why we need a Channel Lune-up Tool?
The existing channel lineup page has super low usage and engagement; the conversion rate of purchasing DIRECTV package is 0.
Research
Who are our users and what are their thoughts?
I collaborated with the research team to understand users' frustrations and what they think is good to keep.
Research Plus：Cross-functional team collaboration & Feedback
Since the business team initiated this new function, I have collaborated with different partners and interviewed cross-functional team stakeholders to understand their requirements and considerations and provide the best user experience.
Research Synthesis
What we learn and what should we do?
OUR GOAL: Create a unique MVP tool that optimizes user efficiency and engagement and increases business revenue.
Design
What we have for MVP
Guided by the three key design goals, I conducted a deep dive into each and systematically proposed tailored design solutions. Presented here is the initial launch design. For further information regarding the design rationale, user feedback, or the overall design methodology, please don’t hesitate to contact me : )
A content-heavy Low engagement page
A minimalist and highly functional component
Users can now access a prominent, feature-rich component directly within the upper funnel page under the 'Packages' section. This strategic placement enhances visibility and discoverability, enabling users to intuitively search and explore available channels.”
What is more
Let us make searching more delicate and intelligent
Detailed different status design of the search function, supports both category filtering and direct channel lookup. When users enter keywords, all relevant channels—including those within associated categories—are surfaced in the results.
What is more
Omni Design System
The CLUP Tool Component strictly follows the existing FUSION design system. It adheres to established guidelines and delivers a consistent, responsive experience across mobile, tablet, and desktop breakpoints through an omni-platform design approach.
What is more
Channel Logo different status design
Each channel logo serves as a call-to-action (CTA), allowing users to click and view details in a pop-up modal. Multiple interaction states—active, hover, pressed, and inactive—are implemented to enhance usability and accessibility.
Iterations
We optimize design to response customer feedback
After usability testing of the MVP of the CLUP Tool component. I collaborated with the research team to gather user feedback and iterated on the design to enhance engagement, improve the seamless search experience, and ensure cohesive visual alignment.
Impacts
Optimized user experience for Business Growth
Successfully launched the Channel Lineup tool, earning praise from all stakeholders for its usability and effectiveness. More importantly, it drove measurable business impact by enhancing user engagement and increasing package conversion rates.
-
Revenue Growth: Rose by 9% YoY, reaching $5.31 billion
-
Subscriber Growth: Added 301,000 new subscriptions compared to Q4 2023
-
Conversion Success:
The new Package Comparison Page (PCP) achieved a 120.32% increase in conversion rate compared to the previous Channel Lineup Page
My learns & growth
-
Recognized as a design leader, driving critical projects and enhancing team-wide workflows to improve collaboration and efficiency.
-
Executed impactful design solutions that fueled business growth while ensuring a seamless, engaging user experience across key platforms.
-
Earned strong stakeholder endorsement, reinforcing confidence in the design’s strategic value and its measurable impact on business outcomes.
What is Next?
Iterative design enhancements aligned with DIRECTV’s service transformation strategy.
-
Design optimization tailored to support the evolving service offerings, notably the introduction of the 'My Genre' and 'MyFree' packages.
bottom of page