Reimagine subscription behavior for OTT platform

Duration: 1 month


Tools: Figma, Miro


This project arose from a longstanding mismatch between user and business expectations for the subscription experience.

About the project

The business is an OTT platform specialising in quality Asian entertainment for Western audiences. Main subscription differentiator is exclusive content availability.


However, consumers in the target market are unfamiliar with tiered content access across different subscription levels.


The following are examples of subscription plans offered by OTT platforms in the Western market.

Comparison of subscription plans

Comparison of subscription plans

Commonly, these subscription plans differentiate themselves based on features such as advertisements, video and audio quality, and the number of concurrent streams allowed.

Current subscription plan

Current subscription plan

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Comparing our subscription plan to those of other platforms, it's clear that our tiered content access model might confuse users.


Most users are unfamiliar with subscription plans that offer varying content access. This is especially true for new users.

Unique selling point of business

Operating in a niche market of quality Asian entertainment, the content library is the core driver of the business.


A loyal subscriber base is essential for any OTT platform's success. However, the differentiation through tiered content access can confuse new subscribers. This has led to subscription-related issues like complaints and cancellations.


To retain and expand loyal subscriber base, we must re-evaluate the subscription experience.

Current subscription experience

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Non-subscribers and new users will be redirected to the subscription page when attempting to access paywalled content. Their primary goal is to access content quickly and easily.


Unfortunately, the current subscription process doesn't effectively guide new users. They must carefully consider the subscription options before making a decision.


A different subscription experience is needed.

"How might we enable users to understand which plan to choose reliably and efficiently without moving away from wherever they are"

Reimagine subscription experience

To target this group of users whose main motivation is to access paywalled content, a customised user journey is created.

Wireframes for different devices

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Since the service is available on multiple devices, the solution must provide a consistent subscription experience across all platforms.

Experience across different devices

For Web subscription experience

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For Apps subscription experience

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For CTV subscription experience

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Possible next steps

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To determine if the concept effectively helps users make informed subscription decisions, user testing is necessary. The concept will be considered successful if user testing demonstrates that participants understand the difference between 'Standard' and 'Plus' subscribers, namely that 'Standard' subscriptions have limited content library access while 'Plus' subscribers have full access.


Subsequently, we can evaluate the concept's effectiveness through A/B testing. If the user group exposed to the new concept exhibits the following behaviours, we can conclude that the concept is successful.


  • Users exposed to new concept displays higher subscription satisfaction (eg. lesser subscription complains)

  • Users exposed to new concept displays lesser subscription cancellation (eg. higher subscription retention)