Show Card & Poll Design + A/B Test

This project unfolded in two key phases. Initially, I designed a show card UI module based on the original brief. As the project progressed, stakeholders requested additional capabilities—specifically, the integration of seasonal polls and quizzes interaction. I also conducted multiple A/B tests throughout both phases to validate user preferences and optimize the final design.

Phase 1: Designing Show Card UI + A/B Testing

I partnered with the Content Strategy team to organize shows into genre-based groups, proposing a “genre card” format—one card per genre, each featuring 3–4 shows. Working alongside writers, we crafted compelling headlines and CTA microcopy tailored to each tile. I initially created over a dozen concepts, from which 4 (A, B, C, D) were chosen for A/B testing. Results showed that Design B performed best with users, with Design A coming in second. These findings set the foundation for the next stage of design.

Phase 2: Poll-Enabled Cards + Round Two of A/B Testing

I then designed an enhanced version of the show card module to support seasonal polling and quiz functions. Users could now vote by tapping on a show tile, with real-time stats (or quiz answers) displayed post-submission. Using Design Afrom Phase 1 as the new control, I explored multiple variations (A.1, A.2) and re-tested the original runner-up as Design B. Once again, users favored the control version, with A.1 slightly outperforming due to its clear and readable stat visuals.