At a Glance
The Challenge: DirecTV's carousel-heavy interface was causing decision paralysis and browsing fatigue, with viewers missing high-value content opportunities. The top 3 carousels, related to familiar and in progress content, captured 90% of viewership, leaving premium content undiscovered.
The Solution: A neuroscience-validated, three-tiered merchandising system (Enhanced Generic, Medium Impact, High Impact) strategically distributed across 8 high-receptiveness touchpoints, with optimized pacing to prevent viewer fatigue while boosting engagement.
The Problem
DirecTV faced a critical content discovery challenge that was impacting both user experience and business outcomes:
90% of viewership concentrated in top 3 carousels, leaving vast content libraries underutilized.
High abandonment rates due to decision paralysis and browsing fatigue from undifferentiated carousel presentations.
Ineffective promotion of high-value programs that could drive purchases and subscriptions.
The challenge was compounded by varying viewer contexts (time of day, mood, viewing companions) that influenced content preferences, requiring a more nuanced approach to program promotion.
My Role
Lead UX Strategy and Design - I was responsible for developing the design framework, from initial research through final design validation, including strategy development, stakeholder alignment, and neuroscience study design.
Research & Discovery
Pacing Trumps Content
The neuroscience study revealed that how we pace different merchandised carousels matters more than the specific content within carousels. This insight transformed our approach from content-focused to experience-focused design.
Compound Effect of Medium Impact
Medium-impact carousels don't just perform well individually - they create a positive halo effect that enhances adjacent generic carousels by 25%. This finding suggests that strategic placement of medium-impact elements can amplify overall platform performance.
Context is Critical
Different viewing contexts (time of day, mood, viewing companions) significantly influence content preferences. Future iterations should leverage more dynamic, context-aware merchandising.
Fatigue Prevention is Key
Grouping high-impact carousels together early in the experience creates cognitive overload. The most effective approach distributes impact levels evenly and reserves lower-impact elements for later in the browsing journey.
Strategic Approach
We developed a three-tiered merchandising system based on content type and promotional impact.
The strategy recognized that different content types require different promotional approaches, with pacing and context being crucial factors in preventing viewer fatigue.
Enhanced Generic
For themed content groups (teams, leagues, channels, themes). The small unique shapes are purpose built for logos or identities.
Medium Impact
High visibility for specialty carousels with broad themes including seasonal content, trending programs, or thematic collections that benefit from increased prominence. Our neuroscience study revealed these carousels boost overall engagement by +25% and enhance the perceived value of adjacent generic carousels, creating a positive halo effect throughout the browsing experience.
High Impact
Reserved for high-value programs requiring additional context, featuring visual previews, purchase options, and detailed information normally requiring navigation to separate pages. These carousels work best when used sparingly (overuse reduces their effectiveness and actually increases browsing fatigue).
Key Innovations
Pacing Strategy
The neuroscience study showed that pacing influenced engagement more than the carousel content itself. So, we adjusted our distribution strategy by placing the higher-impact carousels earlier, since they drove the strongest initial results, and saved the lower-impact carousels for later to help avoid fatigue.
Performance Amplification Effect
The neuro tests showed that medium-impact carousels don't just perform well individually - they enhance the performance of adjacent generic carousels by 25%, creating compound engagement benefits.
While the use of merchandising carousels was shown to positively impact engagement, the most interesting finding was that they help refocus browsing on the more traditional carousels.
Results and Impact
Engagement
35% increase in overall content engagement through optimized pacing.
25% improvement in generic carousel performance when adjacent to medium-impact carousels.
Business impact
Established systematic approach to content promotion across 8 key platform areas.
Improved premium content discovery, creating new revenue opportunities.
Enhanced viewer motivation and program selection, leading to longer session times.
Created scalable framework for future content merchandising decisions.
UX Improvements
Reduced decision paralysis through strategic content differentiation.
Improved content discovery beyond traditional top-3 carousel. limitation
Enhanced viewing experience through context-aware content promotion.
Maintained engagement throughout longer browsing sessions.
Key Learnings
Pacing Trumps Content: The neuroscience study revealed that how we pace different impact levels matters more than the specific content within carousels. This insight transformed our approach from content-focused to experience-focused design.
Compound Effect of Medium Impact: Medium-impact carousels don't just perform well individually - they create a positive halo effect that enhances adjacent generic carousels by 25%. This finding suggests that strategic placement of medium-impact elements can amplify overall platform performance.
Context is Critical: Different viewing contexts (time of day, mood, viewing companions) significantly influence content preferences. Future iterations should leverage more dynamic, context-aware merchandising.
Fatigue Prevention is Key: Grouping high-impact carousels together early in the experience creates cognitive overload. The most effective approach distributes impact levels evenly and reserves lower-impact elements for later in the browsing journey.