MyFree DIRECTV
Lead UX Designer · Sole Designer
From zero concept to launch — turning a free streaming idea into a measurable growth engine.
20%
Conversion Rate
within first month
250+
Upsells
generated at launch
70%
New Customers
new to DIRECTV ecosystem
Launched a free streaming experience that drove a 20% conversion rate in the first month, generated 250+ upsells, and attracted 70% entirely new customers to the DIRECTV ecosystem.
- •Sole UX designer owning the project end-to-end from concept through launch
- •Identified and reframed the product opportunity when the initial concept lacked stakeholder buy-in
- •Led stakeholder alignment through strategic design narratives to secure executive approval
- •Designed onboarding, browsing, and upsell flows
- •Defined the end-to-end user experience and product direction
MyFree DIRECTV is a free streaming product designed to introduce new users to the DIRECTV ecosystem while creating a pathway to paid upgrades. This project began from scratch — without existing experience, flows, or a validated concept — and required defining both the product and its value from the ground up.
This wasn't a typical redesign — there was no existing product to redesign.
Zero Starting Point
No existing experience, flows, or validated concept to build from.
No Executive Buy-In
The concept had not been effectively sold to leadership, putting the project at risk.
Unclear Value Proposition
Users would not immediately understand what was free vs. paid without strong framing.
Missing Growth Path
No defined journey from free user to paid subscriber.
Aligning user value with business goals
Users Need Immediate Clarity
Users must instantly understand what they get for free and why it matters.
Free is a Hook, Not the End State
The experience needed to guide users toward deeper engagement and upsells.
Trust Drives Adoption
Users needed reassurance that the offering was legitimate and valuable.
Stakeholders Needed a Story
Leadership required a clear narrative showing how this product would drive growth.
From concept risk to product launch
Reframing the Product
Selling the Vision Internally
Recognized the concept lacked buy-in and created a stronger narrative to communicate its value.
About Page Strategy
Introduced an “About” experience to clearly explain the product and its benefits to both users and stakeholders.
Ecosystem Thinking
Designed a clear path showing how users could build on their DIRECTV experience over time.
Experience Design
Onboarding & Signup Flow
Designed a streamlined, low-friction signup experience for mobile and desktop that emphasizes free value and removes commitment anxiety.
Landing Page Optimization
Created a high-converting landing experience with strong content previews and a clear email capture entry point.
Content Discovery
Structured browsing to feel familiar and intuitive, mirroring best-in-class streaming patterns.
Iteration & Delivery
End-to-End Ownership
Delivered final designs and worked through launch and post-launch updates as the sole designer on the project.
Designing for conversion and expansion
Clear Value Introduction
Created an experience that immediately communicates what users get and why it matters.
- •Dedicated About Layer — Helped both users and stakeholders understand the product value
- •Upfront Clarity — Reduced confusion around free vs. paid content
Guided Ecosystem Growth
Designed pathways that encouraged users to expand their experience.
- •Progressive Upsell Moments — Introduced upgrade opportunities after users experienced value
- •Experience Framing — Positioned free content as an entry into a larger ecosystem
Simplified Access & Navigation
Reduced friction and aligned with familiar streaming patterns.
- •Reduced Cognitive Load — Streamlined decision-making for users
- •Familiar UI Patterns — Leveraged known streaming behaviors
20%
Conversion Rate
within first month
250+
Upsells
generated at launch
70%
New Customers
new to DIRECTV ecosystem
This project highlighted the importance of strategic design beyond execution.
Strong UX thinking can shape product direction and influence business outcomes — not just polish the surface of a decision already made.
UX Can Drive Strategy
Design is a tool for influencing business decisions, not just executing them.
Clarity Drives Conversion
Users act when value is immediately understood. Ambiguity kills momentum.
Narrative Matters Internally
Strong storytelling is critical for stakeholder alignment — especially for net-new products.