Product, UX Design
Design System
User Testing
Optimization
Development Handoff
THE CHALLENGE
Cox Media Group is an integrated and award-winning media company delivers news to over 60-million Americans weekly through 8 television stations and 52 radio stations as well as numerous streaming and digital platforms.
The challenge was to modernize the TV stations existing website templates to better showcase their premier video storytelling. This innovative digital experience evolved into launching the first of its kind, Persistent Video Player - an interactive player with the ability to resize and play the user’s preferred live stream or video-on-demand.
Prior to launching the new templates, high fidelity prototypes were created and multiple rounds of user-testing was conducted. A live A/B testing pilot was launched for 6 weeks prior to full rollout. The goal was to increase audience engagement, maintain site performance and increase video ad inventory and revenue.
THE BRANDS
THE RESULTS
Increased Video Starts by 241%
Decreased Bounce Rate by 50%
Increased Overall Engagement & Revenue