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PRODUCT DESIGN

Case Study: A/B Test for HBO Max

The objective was to enhance the initial screen of the control set by introducing fresh characters to boost app store downloads.

This experiment was designed to operate on Apple iOS mobile devices initially. In the event of a successful outcome, the expansion plan included extending it to tablets and Android devices.

HBO App Store A

I was asked to update the characters on the first screen with new talent from upcoming shows. I began by collecting approved images and experimenting with different positions, lighting, and poses to find the perfect balance.

GPDPC-508_Character_Test_iPhone_HeroLockup_V1G.jpg
GPDPC-508_Character_Test_iPhone_HeroLockup_V1A.jpg
GPDPC-508_Character_Test_iPhone_HeroLockup_V1B.jpg
GPDPC-508_Character_Test_iPhone_HeroLockup_V1D.jpg

This was the final edit after the creative exploration process. We sent this to talent and legal for approval before creating the final deliverables.

Character Test
HBO Max App Store

This is what the final design looked like in the app store during the test. The results of the test were inconclusive and therefore no further testing was needed.

HBO Max App Store
HBO Max App Store
HBO Max App Store
More visual design examples for various A/B tests we ran on HBO Max, Max, and discovery+

Control Set

D+ App Store

A/B Test: Color theme based off Relationships and Love content

D+ App Store

Character Screen A/B Tests

HBO Max Test
HBO Max Test
HBO Max Test
HBO Max Test

TNT Sports App Store Screenshots

TNT Sports Box Office
TNT Sports Box Office
TNT Sports Box Office
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