Live news. Bold original. Innovative interviews.
CNN introduced CNN+, a subscription streaming service that combines live news coverage, on-demand programming, and interactive interviews.
It was designed as an offshoot of the CNN television channel, carrying a daily lineup of live news programming, original series and documentaries drawn from the channel's library, and an "interactive community."
Most of its programming was hosted by existing CNN personalities, which include Wolf Blither, Jake Tapper, Don Lemon, and hired journalist Chris Wallace to host an interview program for the service.
Outside of news content and existing CNN shows like Full Circle, CNN Plus featured original programming across a variety of genres.
You could also stream over 1,000 hours of CNN library programming, including all 12 seasons of Anthony Bourdain: Parts Unknown, all seven seasons of This Is Life with Lisa Ling. and much more.
CNN+ officially launched to the general public. The Product & GTM Teams wanted to build and test the main CNN+ landing page through which users will be prompted to start a free trial to begin their CNN+ subscription.
Clearly defining the role that this landing page will play in the greater CNN+ subscription journey, as well as firmly outlining the tasks it will complete for our users, will guide how we initially structure this landing page, as well provide a framework for our initial & ongoing testing plan for optimization.
CNN+’s landing page will act as the front porch or storefront of our brand, welcoming visitors who have reached us by a multitude of entryways. When visitors arrive, the landing page should clearly announce what CNN+ is, as both this new extension of the CNN legacy brand and as its own unique, DTC product, what the product’s concise value propositions are, and a clear breakdown of what is/is not included as part of the CNN+ subscription.
We faced challenges in creating the design strategy to maximize the subscription and deliver the design solution for acquisition and retention.
Proposed the design solution for the CNN+ ‘landing page’ and outlined what the CNN+ streaming service is by laying out its unique value propositions and offering a clear breakdown of the pricing, benefits, and free trial terms.
Potential customers will land here from a paid marketing campaign (such as ads or social promotions).
The landing page has been built as a Stellar template, making it easy to edit and A/B test variations for conversion optimization.
For this study, we had an opportunity to test the current Stellar design as well as a concept that we wanted feedback on for future iterations (below).
These designs are the result of previous iteration work combined with insights from our last round of user research that explored which page components were most important to users when making their decision to start a free trial or not.
Visualized Initial Product Concept for CNN+. Initiated 6 months of design work with research, content, product, and engineering toward a multiplatform product vision for CNN+.
• Visualized assumptions captured in early team docs & helped teams take stock of knowns/unknowns
• Prototypes powered initial research qual-boards + funding convos at the CNN leadership, WM executive, and AT&T board levels
• Validated, refined, and reworked critical areas of the product experience based on rapid (weekly) user feedback cycles
• Identified gaps in understanding that helped refine product requirements, update prioritization across teams, and stand up new workstreams
• Organized, refined, and shipped initial design deliverables for desktop, mobile web, mobile & tv apps