A/B Test for HBO Max App Store
I led an A/B testing initiative to optimize App Store conversion by refreshing featured talent assets for upcoming premieres. My process involved analyzing high-performing visual trends to inform the composition, lighting, and character positioning. By systematically testing various character hierarchies, I aimed to identify the most compelling visual triggers for potential subscribers and improve the overall acquisition funnel.
Exploration
Working with a library of approved talent assets, I explored various compositional frameworks. This involved technical experimentation with lighting adjustments, depth of field, and character positioning to create a sense of action and scale within the small real estate of a mobile screen. I focused on maintaining a clear focal point while ensuring the branding remained legible and prominent.
I developed multiple creative variants for a series of A/B tests, isolating variables such as character proximity and background contrast. By analyzing the performance data from each round, I was able to refine the visual hierarchy in real-time. This iterative process ensured that the final design was not only high-craft but also statistically validated to drive acquisition.
Final Deliverables
The exploration resulted in a refined set of talent-led design standards that balanced brand consistency with high-impact visual storytelling. Beyond the immediate conversion lift, the project established a scalable workflow for asset compositing and lighting treatments. This data-backed approach reduced design iteration time for subsequent seasonal refreshes while ensuring all assets were optimized for a diverse, global audience.
