App Store Experience

Multi-platform App Store pages to promote Movies Anywhere and drive new users to download the app to their mobile device, tablet, or OTT (10-ft) TV. Each App Store experience is customized for the different interfaces and experiences on each platform.

ROLES
Art Director, Designer

Collectors need to know the benefit of using Movies Anywhere over other digital storefronts or locker services so they will download the app and register for an account.
An expansion product marketing campaign that spans in-app, paid media, social, CRM, and PR.
The product feature campaign should drive adoption while educating users on the new feature.
We believe that by creating realistic user experience examples in our product feature campaign, we will achieve authentic product feature user adoption.

Challenge

How might we create value for the Movies Anywhere service and increase usage of our mobile, tablet and OTT applications?

Solution

Each experience focuses on the breadth of content Movies Anywhere has, and exclusive and functional value props for the user.

Creative A/B Testing

In 2020, we ran a series of user research tests through Storemaven. Above is our second set of tests which focused on creative and visual design, specifically if IP and/or phone UI drove more decisive installs.

Our first sets of tests were more focused on content messages (while varying the creative to match the message). It was determined a connective theme of bringing your movies together or combining into one library was a leading message.

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Android & iOS

Below are the final screenshots for Android & iOS. Storemaven research claims a huge drop off after screen four in decisive installs so focus was mainly on the first 2-4 screens. Research also showed most potential users do not scroll past screen 2. The app features are displayed in order of business and consumer priorities in order to drive acquisition.

10 FT Experiences

Movies Anywhere is on eight 10-ft experiences—each app store experience differs and needs a different amount of screens. We work through the experience flows and propose the important screens to each platform.

Additionally, there are several interfaces: Android TV (Android & Fire TV), Roku, Smart TV (LG, VIZIO & Samsung), and Xbox. These interfaces have slight differences in font usage, hover states, iconography and padding.

PROJECT DETAILS

Client // Movies Anywhere (Disney)
Year // 2021

TEAM

Director, Product Design // Guy Schackman
Director, Marketing // Courtney Wachs
Sr. Manager, Editorial // Eric Anderson
Art Director & Design Manager // Nicole (That’s Me!)
Lead Designer // Chris Sequeira
Production Designer // Allison Rabelo
Product Designers // Adeel Fahimullah, Eric Gandhi, Meghan Toomayan & Jeeyon Na