Gley, the first Macedonian streaming platform, struggled to attract new subscribers. Their website lacked a clear value proposition and a smooth user journey. The website was designed from scratch to showcase Gley's unique offerings and streamline the signup process, aiming to boost conversion rates.
Gley’s old website struggled to convert website visitors into paying subscribers because their existing online presence faced two key challenges:
To find the solution, I started with in-depth interviews with stakeholders and a thorough user research process. By analyzing the data, I identified four key areas causing user frustration:
I created empathy maps to understand these pain points better.
This systematic approach helped me pinpoint the main gaps between Gley and potential customers:
Who are Gley's website visitors? To understand Gley's audience, I created user personas for Gley's three main groups:
These personas helped me tailor the website experience to each group's unique needs.
The target audience of nostalgia seekers, embodied by the user persona Slavcho, was the most delicate. I mapped their user journey to understand how they interact with the current website. This helped me identify key touchpoints and potential roadblocks on their path to becoming paying subscribers.
I analyzed top video streaming platforms to see how they showcase their value. Here's what I discovered:
I maped out the website's structure.
Analyzing website visitor behavior with Google Analytics revealed a key issue: many visitors didn't scroll past the hero section (32.68%). I made 3 plausible hypothesis around why this could be:
The solution? A cinematic hero! Inspired by captivating movie titles, I envisioned the hero section as a mini cinematic experience that mimics the immersive feel of cinema. I created this design with the goal to grab user attention and create a more engaging welcome:
This approach aims to keep visitors engaged and wanting to learn more.
To address user confusion around pricing plan differences, I redesigned the cards with clear bullet points, increasing the font weight for the key differentiating factor - the number of devices for simultaneous streaming. I also added a title eyebrow to further communicate the difference and an info icon to explain immediate billing. This transparency builds trust in Gley as a brand.
I discovered another major issue: a high bounce rate on desktop (89.9%) and mobile (45.9%) registration screens . I traced this to requiring immediate email confirmation after providing the email, forcing users away from the next steps required for successful signup.
To improve user experience, I redesigned the registration flow:
This streamlined approach prioritizes user tasks, removes distractions, and ensures a smooth registration process.
After building a polished prototype, I designed a usability testing plan. I ran 19 sessions, watching users interact with the design and gathering their feedback. I encouraged them to share their thoughts and feelings, and completed the sessions with a quick questionnaire. This helped me spot and fix minor details, like making text links more accessible and easier to find for some users. By the time the project went to development, I had a user-tested and refined design.
Leading the whole team on this project was a valuable experience. I participated in all the project phases, learning to balance diverse perspectives and make tough decisions that impacted both the business and the users. It wasn't always easy, but I learned to trust my judgment while managing to balance various requirements (by stakeholders, developers, management etc.).
