Temporary Access Pass
TV & Mobile Design
A+E Networks
TV Entertainment
B2C
Team
2-PMs, 2-Product Designers, 3+ Engineers
Role
Product Designer
Responsibilities
UI Design
Challenge
A+E Networks is made up of several media brands with it's primary brands being A&E, History, and Lifetime channels. As a digital branch in the media industry, video views are critical to success. However, a significant portion of linear viewers have transitioned away from cable and TV provider subscriptions. These unauthenticated users—or “cable cutters”—represent a growing segment that was not engaging with our content at the expected rate. The challenge was to create a feature that allowed unauthenticated users to easily watch videos while ensuring the experience was seamless and intuitive.
Business Objectives
Increase unauthenticated video views.
Drive engagement and retention by providing unauthenticated users with access to three full-length videos without requiring a TV provider login.
Encourage eventual user conversion to authenticated accounts.
User Needs
Simplified access to full-length content without a TV provider login.
Clear and intuitive navigation within the app to discover and use the Temp Pass feature.
Access to trending and exclusive video content without the complexity of account creation.
Ideation & Concept Development
Brainstorming
Team workshops were held to sketch out potential user flows and brainstorm features that could balance accessibility with business objectives. We used collaborative whiteboarding sessions to generate ideas for simplifying the Temp Pass flow. Early discussions centered around minimizing the number of steps while maintaining clarity.
Wireframing
My product design partner created detailed flowcharts to map out the user journey. I created the iterative wireframes that followed, incorporating user feedback to refine the design. These wireframes evolved into interactive prototypes for testing.
Research & Discovery
user research
To understand the unauthenticated users' needs and pain points, we conducted in-office usability testing, analyzed app analytics, and collected qualitative feedback. The research revealed that many users struggled with understanding how to use Temp Pass due to unclear language and a lack of intuitive guidance.
competitive Analysis
We examined similar initiatives in the media industry across brands such as TBS, Bravo, USA, Oxygen and other to identify best practices for introducing temporary access to premium content. The findings highlighted the importance of clear language, minimal barriers to entry, and straightforward flows.
key insights
The initial user flow was overly complicated, which resulted in significant drop-offs as users struggled to navigate the process. The language used within the flow required simplification to ensure better comprehension. Research revealed that competitive platforms successfully engaged users by employing fewer screens and more concise, streamlined messaging.
Design Approach
The UI design needed to utilized a consistent visual language aligned with the Lifetime, History, and A&E brand guidelines to maintaining consistency. Key UI components included clear call-to-action buttons, concise instructional text, and minimalistic layouts. Interaction design focused on smooth transitions and micro-interactions to guide users through the Temp Pass process.
Accessibility was a top priority, achieved by ensuring sufficient color contrast that met WCAG standards, simplifying the navigation structure to reduce user friction, and optimizing all design elements to work seamlessly with screen readers, making the platform inclusive for diverse audiences.
Design Principals
User-centered design, ensuring the flow was intuitive and minimized unnecessary steps.
Mobile-first approach to ensure a seamless experience on iOS devices.
Accessibility considerations, including clear language and intuitive navigation.
Iterative Process
We underwent multiple rounds of iteration, adjusting designs based on usability testing and stakeholder feedback. This iterative approach ensured the flow was neither overly complex nor too simplistic. Prototypes were refined to optimize the flow and reduce redundancies.
impact
In January 2019, the release of the R. Kelly docu-series on Lifetime caused a surge in Temp Pass usage, proving its effectiveness when tied to trending content.
Demonstrated the potential of Temp Pass to increase engagement during high-demand periods.
While initial adoption was slow, key content releases demonstrated the feature’s potential to drive engagement.
The end Product
Final Solution
Users could access Temp Pass via prominent CTAs on the app's homepage. The flow included simple instructions, a confirmation screen, and immediate access to videos.
The feature launched across mobile iOS and tvOS platforms.
Users could click on locked content and be guided through a clear flow to access videos without needing to create an account.
The design featured a clear, step-by-step flow with minimal barriers to entry.
Usability Testing & Validation
Usability Testing
Prototypes were tested with users around the office, revealing areas for improvement in language clarity and flow efficiency. Based on feedback, minor adjustments were made to simplify language and reduce friction. Ongoing collaboration with developers and product managers ensured the designs addressed technical constraints and user needs effectively.
Success Metrics
We wanted to measure the percentage of users who successfully navigate the Temp Pass flow and access a video without assistance. Tracking the average time it takes users to complete the first Temp Pass use would ensure the flow is quick and efficient. Identifying the frequency of user errors or confusion during the process, such as selecting incorrect options or failing to proceed helped us understand the primary pain points.
Conclusion
The Temp Pass initiative was a bold step to engage unauthenticated users in an evolving media landscape. While initial usage metrics were modest, the feature demonstrated its value during high-demand scenarios, reinforcing the importance of aligning design with content strategy.
Collaborative design process with frequent iterations resulted in a polished user experience. Clear internal communication ensured alignment between teams.
Early metrics revealed lower-than-expected usage during non-trending periods, highlighting the importance of content relevance.
Content plays a critical role in feature adoption; even the best-designed flows require compelling content to drive engagement. Simple, clear language is crucial in guiding users through unfamiliar features.
Explore ways to better promote Temp Pass during non-trending periods. Integrate personalized recommendations to encourage broader use of the feature.
Being able to see some of these shows for free, even if it's only 3 episodes, has been really fun.