Redefining SonyLIV’s Android TV Subscription Flow
Redefining SonyLIV’s Android TV Subscription Flow
SonyLIV was growing fast, but subscription conversions weren’t scaling at the same pace. I redesigned the plan selection → payment journey to reduce confusion, improve plan clarity, and increase purchase confidence.
SonyLIV was growing fast, but subscription conversions weren’t scaling at the same pace. I redesigned the plan selection → payment journey to reduce confusion, improve plan clarity, and increase purchase confidence.
Role: Product Designer (End-to-end)
Role: Product Designer (End-to-end)
Role: Product Designer (End-to-end)
Platform: OTT, B2C
Platform: OTT, B2C
Platform: OTT, B2C
Team: 1 Product Designer • 1 PM • 3 Engineers
Team: 1 Product Designer • 1 PM • 3 Engineers
Team: 1 Product Designer • 1 PM • 3 Engineers
+0%
+0%
Paid subscriptions
+0%
+0%
Paid subscriptions
+0%
+0%
Paid subscriptions
+0%
+0%
Paid subscriptions
+0%
+0%
Paid subscriptions
-0%
-0%
Checkout drop-offs
-0%
-0%
Checkout drop-offs
-0%
-0%
Checkout drop-offs
-0%
-0%
Checkout drop-offs
-0%
-0%
Checkout drop-offs
0%
0%
Faster plan decision-making
0%
0%
Faster plan decision-making
0%
0%
Faster plan decision-making
0%
0%
Faster plan decision-making
0%
0%
Faster plan decision-making
0x
0x
Higher plan selection engagement
0x
0x
Higher plan selection engagement
0x
0x
Higher plan selection engagement
0x
0x
Higher plan selection engagement
0x
0x
Higher plan selection engagement
TL;DR
TL;DR
TL;DR
Problem
Problem
Users were dropping because plan selection felt unclear and pricing differentiation wasn’t obvious.
Users were dropping because plan selection felt unclear and pricing differentiation wasn’t obvious.
What I did
What I did
Built clearer plan comparisons, added pricing/upsell clarity, and streamlined selection → checkout.
Built clearer plan comparisons, added pricing/upsell clarity, and streamlined selection → checkout.
Outcome
Outcome
+0
+0
+0
+0
+0%
+0%
+0
+0
+0%
+0%
Subscriptions
-0
-0
-0
-0
-0%
-0%
-0
-0
-0%
-0%
Drop-offs
0%
0%
0%
0%
-0%
-0%
0%
0%
-0%
-0%
Faster Decisions
0x
0x
0x
0x
-0%
-0%
0x
0x
-0%
-0%
Engagement
Context
Context
Between 2019–2021 SonyLIV saw major growth, including a spike in content consumption and reaching 21M unique visitors (March 2021), but retention and conversion didn’t rise proportionally.
Between 2019–2021 SonyLIV saw major growth, including a spike in content consumption and reaching 21M unique visitors (March 2021), but retention and conversion didn’t rise proportionally.
Why it mattered
Why it mattered
Subscription is where growth becomes revenue. If the plan page is confusing, users don’t “decide later”—they leave.
Subscription is where growth becomes revenue. If the plan page is confusing, users don’t “decide later”—they leave.
A simple “Subscribe funnel” diagram: Landing → Plan selection → Payment → Success
A simple “Subscribe funnel” diagram: Landing → Plan selection → Payment → Success
The Problem
The Problem
The Problem
Despite strong demand, the plan selection experience created friction:
Despite strong demand, the plan selection experience created friction:
Plans weren’t easy to compare
Pricing value wasn’t structured clearly
Users dropped before checkout
Plans weren’t easy to compare
Pricing value wasn’t structured clearly
Users dropped before checkout
Your analytics backed it: 38% exit rate on the plan selection page.
Your analytics backed it: 38% exit rate on the plan selection page.
Before: unclear plan differentiation + too much thinking at a high-intent moment.
Before: unclear plan differentiation + too much thinking at a high-intent moment.
Before: unclear plan differentiation + too much thinking at a high-intent moment.
Goals & Success Metrics
Goals & Success Metrics
Goals & Success Metrics
Goals
Goals
Simplify decision-making with structured plan comparisons
Improve pricing visibility and upsell clarity
Smooth selection → payment so momentum isn’t lost
Simplify decision-making with structured plan comparisons
Improve pricing visibility and upsell clarity
Smooth selection → payment so momentum isn’t lost
Success metrics
Success metrics
Exit/drop-off rate from plan selection (baseline: 38%)
Conversion to paid subscription (+22%)
Checkout drop-off (-17%)
Plan decision time (40% faster via A/B)
Plan decision time (40% faster via A/B)
Exit/drop-off rate from plan selection (baseline: 38%)
Conversion to paid subscription (+22%)
Checkout drop-off (-17%)
Plan decision time (40% faster via A/B)
Plan decision time (40% faster via A/B)
Insights
Insights
Insights
Discovery combined
Discovery combined
Google Analytics (38% exits)
Support signals pointing to pricing confusion
Benchmarking with Disney+ Hotstar and Zee5
Google Analytics (38% exits)
Support signals pointing to pricing confusion
Benchmarking with Disney+ Hotstar and Zee5
Key insights
Key insights
People weren’t rejecting pricing, they were rejecting uncertainty.
The winning plan needs to feel obvious without removing choice.
Checkout drop-offs often happen when users lose confidence mid-flow.
People weren’t rejecting pricing, they were rejecting uncertainty.
The winning plan needs to feel obvious without removing choice.
Checkout drop-offs often happen when users lose confidence mid-flow.
Before: unclear plan differentiation + too much thinking at a high-intent moment.
Before: unclear plan differentiation + too much thinking at a high-intent moment.
Before: unclear plan differentiation + too much thinking at a high-intent moment.
Key Decisions
Key Decisions
Key Decisions
Decision 1: Make plans comparable at a glance
Decision 1: Make plans comparable at a glance
Why
Why
Users can’t decide if they can’t compare.
Users can’t decide if they can’t compare.
What changed
What changed
Side-by-side comparisons for clearer differentiation.
Side-by-side comparisons for clearer differentiation.
Result
Result
Faster decisions, fewer exits.
Faster decisions, fewer exits.
Before vs After plan layout
Decision 2: Use clear pricing structure across durations
Decision 2: Use clear pricing structure across durations
Why
Why
Monthly/quarterly/annual pricing needs an obvious value ladder.
Monthly/quarterly/annual pricing needs an obvious value ladder.
What changed
What changed
Cleaner pricing hierarchy across durations.
Cleaner pricing hierarchy across durations.
Expected effect
Expected effect
Higher confidence + fewer “I’ll think later” drop-offs.
Higher confidence + fewer “I’ll think later” drop-offs.
Pricing ladder
Decision 3: Reduce friction in payment
Decision 3: Reduce friction in payment
Why
Why
Even after selecting a plan, confusion around payment/discounts causes drop-offs.
Even after selecting a plan, confusion around payment/discounts causes drop-offs.
What changed
What changed
Clear discount callouts + QR-based transactions + clearer CTAs.
Clear discount callouts + QR-based transactions + clearer CTAs.
Impact signal
Impact signal
-17% drop-offs and fewer failed transactions.
-17% drop-offs and fewer failed transactions.
Payment step
Solution Walkthrough
Solution Walkthrough
Solution Walkthrough
Impact
Impact
Impact
+22%
Paid subscriptions
Clearer plan comparison and pricing structure
-17%
Smoother selection
Checkout + payment clarity
40%
Faster decisions
Side-by-side comparisons + nudges
2.3x
Engagement
More confident exploration and selection
Learnings + Next Steps
Learnings + Next Steps
Learnings + Next Steps
Learnings
Learnings
Plan selection is a trust problem, not a UI problem.
The best conversion wins came from reducing uncertainty, not removing features.
Plan selection is a trust problem, not a UI problem.
The best conversion wins came from reducing uncertainty, not removing features.
Next steps
Next steps
A/B test different value ladders and default selections
Improve personalization (recommend plan based on viewing intent)
Track drop-offs by payment method and discount type
A/B test different value ladders and default selections
Improve personalization (recommend plan based on viewing intent)
Track drop-offs by payment method and discount type