Improving Conversion Through Clarity
Tubi’s Mobile Detail Page
Tubi’s mobile app had fallen behind competitors in usability and visual polish, especially on the Title Detail Page, a key decision point for viewers. As the library expanded with more premium content, the outdated layout struggled to highlight value, resulting in low engagement and weak conversion to playback.
As the sole designer on the project, I led a two-month sprint of iterative testing, starting with small layout changes like repositioning the “Play” button. Each update was tested in production to validate user behavior and refine the experience. Once the final test proved successful, we shipped the new design to market within two weeks and continued to optimize with bi-weekly updates. The redesigned page surfaced key information clearly above the fold, adapted CTAs like “Play” and “Continue Watching” to the user’s state, and reduced clutter through expandable sections. This led to a 12% increase in engagement and a 6% drop in churn.
The Problem
- Low conversion from title detail to playback.
- Cluttered hierarchy made it hard to scan key info (synopsis, genre, rating).
- Poor first impressions—users didn’t perceive Tubi as premium.
- Inconsistent CTA behavior across user states (guest, signed-in, in-progress viewers).
Our goal
Improve usability on the Title Detail Page to increase engagement and playback conversions. The design needed to feel modern and premium without sacrificing simplicity or accessibility for a broad audience.
My Role
As the sole designer, I led the end-to-end redesign of the Title Detail experience. I partnered with Mobile PM and Engineering to define strategy, run iterative live tests, design and prototype improvements, and ship the final design to production with a clear focus on performance and user impact.
Reflection
This project was a pivotal step in modernizing Tubi’s mobile experience. It wasn’t just a UI polish—it was a strategic redesign that helped reframe how users see Tubi: free, yes—but also thoughtful, fast, and full of great content worth watching.
Rebuilding the most important screen in streaming
The redesign led to a 38% increase in play and continue watching actions, along with a 25% lift in watchlist usage. User surveys showed a stronger perception of Tubi as a “premium, easy to use” experience, and clearer layout paired with mobile-friendly interactions drove higher repeat engagement.