Desktop, Mobile, Responsive Design
AXS TV Website Redesign: Elevating User Experience and Driving Engagement
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At a Glance
As a UX Designer at AXS TV from 2015 to 2021, I spearheaded a comprehensive website redesign that transformed the digital presence of this pioneering high-definition broadcast network. This case study showcases my ability to lead cross-functional teams and deliver user-centric solutions that align with business objectives.
Challenge
Despite AXS TV's reputation for exclusive music-oriented content and high ratings, the existing website failed to meet evolving user expectations. The outdated design and poor navigation, especially on mobile devices, were hindering user engagement and limiting the network's digital growth potential.
Approach
Leveraging design thinking methodologies, I orchestrated a holistic UX overhaul:
User Research: Conducted in-depth analysis of user feedback and behavior to identify pain points and opportunities.
Collaborative Process: Fostered synergy between web developers, product managers, creative services, and general managers to ensure alignment with business goals.
Iterative Design: Created wireframes and prototypes, continuously refining based on stakeholder feedback and usability testing.
Responsive Design: Prioritized a mobile-first approach to ensure seamless experiences across all devices.
Key Innovations
AVOD Integration: Implemented an advertising-based video on demand system, creating a new revenue stream with minimal marketing costs.
Personalized User Accounts: Designed a feature allowing users to track series progress and save content for later viewing.
Dynamic Content Management: Developed a system for weekly content updates to drive recurring user engagement.
Intuitive Navigation: Restructured the information architecture to improve content discoverability and user flow.
Before: The existing site design had not been refreshed since the early 2010s.
Results
The redesigned AXS TV website yielded impressive outcomes:
Enhanced user engagement through unlimited video streaming capabilities
Increased revenue through successful AVOD implementation
Improved brand consistency with a sleek, modern design aligning with new corporate branding
Significantly enhanced mobile user experience, leading to increased mobile traffic and engagement
This case study demonstrates my expertise in creating scalable, user-centric digital products that drive business growth while meeting user needs. By combining empathy-driven design with data-informed decision-making, I consistently deliver solutions that resonate with users and stakeholders alike.
