Overview & Business Case

In 2018, Pluto TV embarked on a strategic initiative to create a more personalized audience experience. This ambition fueled tremendous growth, with our registered user base exceeding 8 million. However, our existing registration onboarding process fell short in capturing user preferences for the types of shows and movies they desired.

The registration flow only requested basic information, such as email, name, and password. Recognizing the higher retention rates associated with registered users, my product team identified the need to gather additional preferences during the signup process without compromising registration conversion. This project aims to develop an elegant solution for effectively capturing user preferences within the onboarding flow.

Task & Solution

Crude Mockups. As a first step, to simply and quickly convey the idea to tech and business stakeholders, we produced a simple low fidelity wireframe with the current registration screens and the placeholder “crude” mockups (see above) to demonstrate the use case of allowing users to select desired channels and genres to complete registration. The next step after the crude mockup is the low fidelity wireframe.

Low Fidelity Wireframe.  Once the growth product team was able to socialize and explain the benefits and core functionality of the crude mockup, the next step is to create a low fidelity wireframe which then replaces the crude mockups. The benefit of the low fidelity wireframe captures more details, with additional design details which can then be handed off to the design team to develop the finished product.

The “Skip” Button. We recognized that we did not want to gate the user from ultimately registering while they were presented with the preferences design. So we decided to have a “skip” button thus allowing users to proceed and saving their account information whether or not they intended to complete preferences. Our hypothesis is that a user actually using the core product is better than a user who abandons because we’re forcing them to provide preferences.

Results

Within 30 days after the first launch, knowing we would continue to refine and optimize the experience, we saw very positive traction.  Users saw no material drop in registration, and a net 15% take-rate of users who provided preferences. The 15% segment showed a 37% improvement in Month Over Month usage with an overall increase of 6% for the entire registered audience.