SUMMARY
From 2014 – 2017, HBO’s Experience Design team played a critical role in the re-design and development of the network’s marketing-centric website. Over 20,000 unique pages, the site is a showcase of HBO, its movies, franchises, and personalities.
Nearly seven years since its previous design and strategy, the challenge was threefold:
- Embrace a modern, daily (possibly hourly) editorial cadence, built on a new CMS
- Enable a multi-channel subscription and purchase path
- Support the complex needs of long-form franchises (e.g. Game of Thrones), and their bespoke “microsites.”
Highlighting its ever-changing media programming and purchase options, the site had both increased cross‐device engagement as well as increased traffic to the product subscription funnel by 30% (+36M unique visitors annually). True to our vision, it’s a dynamic, evolving platform, providing a strong foundation for years to come.