PRODUCT WORK
CIRCULATING USERS
BETWEEN PRODUCTS
Boost the visibility and user base of HBOMax & engage existing users.
/ App, Website, Product Iterations
CLIENT
MAX (FORMERLY HBOMAX)
ROLE
PRODUCT DESIGN LEAD
/ STRATEGIC PRODUCT PLANNING
/ TEAM LEADERSHIP & MENTORSHIP
/ CREATING BUSINESS CASES
/ MAPPING DIGITAL STRATEGY
/ USER RESEARCH & INSIGHTS
/ CX WORKSHOPS
/ PROTOTYPING & UX TESTING
/ INTERNATIONAL STAKEHOLDER MANAGEMENT
/ CREATING BRAND DESIGN PRINCIPLES
/ BRAND WORKSHOPS
/ BRAND ALIGNMENT ACROSS PRODUCTS
/ UI DESIGN/ DESIGN SYSTEM INTEGRATION
/ COLLABORATION WITH KEY STAKEHOLDERS
/ PRODUCT EVOLUTION & MAINTENANCE
CREATE A PATHWAY TO THE FLAGSHIP PRODUCT
The primary objective was to seamlessly integrate the Cartoon Network App with HBOMax, Warner Brother Discovery's flagship product. This integration not only aimed to boost the visibility and user base of HBOMax but also to create a pathway for kids to age up through the WBD ecosystem.
As the Product Design Lead, I played a pivotal role in aligning business objectives with design strategies, ensuring that the integration was smooth, user-friendly, and did not disrupt the unique user experience of the Cartoon Network App. Collaborating closely with developers, marketers, and regional stakeholders, I ensured that the design solutions were feasible, met the business goals, and catered to our diverse user base across EMEA, APAC, and LATAM.
CHALLENGES
APPROACH
Our design strategy was built upon close collaboration with the core HBOMax team, as well as our developers, product managers, and branding experts. To kick off, we dove into story mapping sessions. These collaborative brainstorming exercises helped us generate and subsequently shortlist integration ideas. Each of the "how might we's" then underwent scrutiny, with technological, legal, and brand constraints shaping our choices.
Navigating through the defined boundaries set by the HBOMax team, along with the guidance from our brand and legal teams, our design unit developed three different iterations for a HBOMax integration on the Cartoon Network App's homepage. The initial version we rolled out was a static component, prominently displaying the HBOMax logo paired with iconic Cartoon Network characters. This was a strategic move, showcasing our commitment to collaboration with the HBOMax team and ensuring compliance with kids' safety regulations.
However, our ambition was not confined to just the initial release. With a mindset anchored in design thinking and agile product design iteration, we sought ways to enhance user experience and engagement. When we became aware of the monthly HBOMax Kids special sizzler video, an idea sparked. We saw the potential to innovate further, embedding this dynamic content to provide users with a sneak peek into what's available on HBOMax.
IMPACT
The integration of HBOMax into the Cartoon Network App resulted in notable successes
The integrated design has not only fostered a more seamless user experience but has also driven a significant increase in awareness and interest in HBOMax among our Cartoon Network App user base.
These metrics demonstrate the immense value of our collaboration with HBOMax and the success of our user-centric approach in driving engagement and interest.
SIMILAR WORK
Warner Brothers Discovery
WBD ProtoPie Webinar + Article