MGM+ · Content Discovery
Building a content discovery system for 500K+ subscribers.
As the lead designer on a small UX team, I led the end-to-end design process for the MGM+ standalone streaming app, a subscription service with 500K+ subscribers, across web, mobile, and 5+ TV platforms.
Lead Product Designer
Strategy, design system, and data-informed carousel placement, partnering with engineering and programming
2024
With only one carousel type, MGM+ had limited ways to promote new content, surface partnerships, or drive content discovery.
Designed 5 purpose-built carousel types across web, mobile, and TV platforms, including a Spotlight carousel that drove 37% higher subscription conversion. The new system improved content discovery, enabled strategic partnership promotion, and made better use of existing creative assets.
Initially we only had one carousel type for our streaming homepage. This meant a limitation in highlighting different types of content — originals, new releases, trending, and partner promotions all competed for the same visual treatment with no way to differentiate.
I leveraged Prime Video data and our existing carousel data to understand the potential impact of different carousel types, and best usages and placements of the different carousels.
Carousel performance data and placement analysis
I gathered feedback from each team about their technical capabilities and constraints, shared these insights across teams, and facilitated discussions that led to alignment on a solution that worked across platforms.
Exploration across carousel formats and interaction patterns
Introduced new cards, card hover, and carousel components to our design system, creating standards for their implementation across different platforms. The same components were then extended to be used in other pages besides homepage, like movies and series.
New card, card hover, and carousel components added to the design system
By evaluating platform-specific constraints for TV apps with engineering teams, we aligned on the simplest solution that balanced user experience with technical feasibility and timeline.
Carousel system across TV and mobile platforms
Initially product strategy wasn't completely defined, focusing on image aspect ratios of the carousel. I defined specific use cases and guidelines of the content system for the programming team — expanding the initial product strategy through creation of a comprehensive carousel system.
Based on data analysis, I recommended optimal carousel placement strategies to the programming team, including limiting spotlight carousels for maximum impact.
The final system introduced 5 carousel types spanning web, mobile, and TV platforms — with consistent components that adapt to each platform's native constraints while maintaining a unified visual language.
Desktop experience — content discovery system in action