The purpose of this exercise was to merchadinse Apple TV+ to new and existing customers while also considering the StreamSaver bundles along with cross promoting MLS Season Pass - a major-league soccer streaming add-on offered exclusively to through Apple TV and Apple TV+
This learn and shop experience is for both new and existing customers who are looking to purchase Apple TV+ with the opportunity to capture additional sales via customers seeking access to MLS Season Pass.
Apple TV+ Seekers .
StreamSaver upsellMLS Season Pass Seekers - Can be purchased and managed though Xfinity without an Apple TV+ subscription - standard Apple TV account needed.
As the lead product designer my role was to identify all possible scenarios of the customers discovery journey while merchandising Apple TV+ and MLS Season Pass to the customer in one cohesive learn and shop experience. Consideration on how the user can purchase both subscription services as well as onmi merchandising with our buyflow team where considered.
This product allowed a one month timeframe from intake to launch which was designed to coincide with the start of the Major League Soccer Season beginning in fall 2024. Partnerships with Apple TV, MLS, Xfinity TV, and Xfinity Internet product leaders was crucial in understanding the purchase process of both add-ons in order to create user journeys best suited each identified user.
At intake I identified all products present and mapped their relationship (left) allowing us to see visually, hierarchy and cross merchandising opportunities. From there I created wireframes of the page and Entertainment Management flow and finally the shipped experience.
The final outcome was a landing page allowed learn and shop moments for Apple TV+ MLS Season Pass, first with informative messaging introducing Apple TV+ to the customer followed by a step by step process of “how to add”. MLS Season pass was elevated through promotional placement styling while messaging was crafted to lead the user into the Entertainment Management experience. Lastly segmentation was leveraged to identify if a customer was new to Xfinity - requiring them to first build a plan around TV or Internet or if they where returning which allowed us to deep link directly into the respective purchase journey.