DIGITAL BRANDING + SITE OVERHAUL
Competition was heating up between cable providers and the growing popularity of streaming services. While we worked on a new digital product behind-the-scenes we needed to give the brand a modern look and feel.
BEFORE THE REDESIGN
Directv had a great service but it’s existing site had some design, ux and communication issues.
AFTER THE REDESIGN
AFTER THE REDESIGN
Mobile-first strategies helped us focus on the core customer and business needs.
HUGE LIFT
Leveraging our close connections with the major tv and movie studios we were able to use these properties to reinforce the core Directv offering; The best and latest in entertainment.
Strategic CTA placement and constant A/B testing gave the marketing team the traffic they wanted and more. Sales blew past expecations and saw double digit lift in the first month alone.
PREP WORK
Directv.com was comprised of 1000s of pages and multiple business owners. We started from scratch; going through multiple iterations before landing on the right balance of design and marketing. It was critical we leverage insights from all business teams and stakeholders.
Site metrics, customer journeys and competitive research
Map out the big wins and create a release schedule
UX research and iteration
MY ROLE
As Creative Director of US digital content marketing, I led the design team and cross-functional groups to re-envision the customer facing Directv content experience. Efforts resulted in double-digit conversions early after release. We had our eye on later updates as well, setting in motion backend structure overhauls that would make for significantly easier digital touchpoint updates in the future as business and user needs evolve.
BRIANMALINCHAK@GMAIL.COM