Videoland home page redesign
Videoland, the Netherlands' second-largest streaming service, sees millions of visitors on its homepage yearly. However, the design hadn't changed much for several years, lacking alignment with the new Videoland branding showcased in marketing campaigns. To enhance our brand identity and boost conversions, we decided it was time for a homepage redesign.
Industry
Entertainment
Client
Videoland
Timeline
6 months
June 2023 -
Jan 2024
Role
UX / UI Designer
Succes metrics
We will implement the redesign if:
The redesigned home page has a conversation rate that’s on par or better than the old home page. (Validate with A/B test)
We strived to improve the conversation rate as much as possible, but as the main driver for the redesign was from a brand perspective, an increased conversation rate wasn’t necessarily required before implementing.
We will implement the redesign if:
The redesigned home page has a conversation rate that’s on par or better than the old home page. (Validate with A/B test)
We strived to improve the conversation rate as much as possible, but as the main driver for the redesign was from a brand perspective, an increased conversation rate wasn’t necessarily required before implementing.
We will implement the redesign if:
The redesigned home page has a conversation rate that’s on par or better than the old home page. (Validate with A/B test)
We strived to improve the conversation rate as much as possible, but as the main driver for the redesign was from a brand perspective, an increased conversation rate wasn’t necessarily required before implementing.
A/B Test result
The new design lead to a significant increase of total conversion and was implemented.
The new design lead to a significant increase of total conversion and was implemented.
The new design lead to a significant increase of total conversion and was implemented.
How did we do it?
We took a data-driven approach and collaborated with all the relevant disciplines. Gathering insights that were gained in the past couple of years and sharing them in a brainstorm session. These were insights from the different disciplines like UX research, CRO and marketing.
We took a data-driven approach and collaborated with all the relevant disciplines. Gathering insights that were gained in the past couple of years and sharing them in a brainstorm session. These were insights from the different disciplines like UX research, CRO and marketing.
We took a data-driven approach and collaborated with all the relevant disciplines. Gathering insights that were gained in the past couple of years and sharing them in a brainstorm session. These were insights from the different disciplines like UX research, CRO and marketing.
Our process
Gather insights & inspiration
A workshop (brainstorm session) with stakeholders from different teams:
- Share insights, inspiration and define how might we’s
- Brainstorm ideas (based on HMW’s)
- Present and vote for best ideas/elementsCreate various concepts based on the workshop and own ideas.
(Pre)validation to test different concepts
A/B test new version home page
Implement new version after A/B test result
Gather insights & inspiration
A workshop (brainstorm session) with stakeholders from different teams:
- Share insights, inspiration and define how might we’s
- Brainstorm ideas (based on HMW’s)
- Present and vote for best ideas/elementsCreate various concepts based on the workshop and own ideas.
(Pre)validation to test different concepts
A/B test new version home page
Implement new version after A/B test result
Gather insights & inspiration
A workshop (brainstorm session) with stakeholders from different teams:
- Share insights, inspiration and define how might we’s
- Brainstorm ideas (based on HMW’s)
- Present and vote for best ideas/elementsCreate various concepts based on the workshop and own ideas.
(Pre)validation to test different concepts
A/B test new version home page
Implement new version after A/B test result
How might we results
How might we make the page’s content fit the user’s preferences?
How might we make it clear to our users how Videoland’s content is different from other streaming platforms?
How might we give the users a good impression of our content offer?
How might we find a balance between focusing on returning customers and new customers?
Based on these HMW’s each brainstorm participant had to create their own ideas for the redesign and sketch these on paper.
How might we make the page’s content fit the user’s preferences?
How might we make it clear to our users how Videoland’s content is different from other streaming platforms?
How might we give the users a good impression of our content offer?
How might we find a balance between focusing on returning customers and new customers?
Based on these HMW’s each brainstorm participant had to create their own ideas for the redesign and sketch these on paper.
After the brainstorm
It was up to me to take over most of the work after the brainstorm session. In the months after, I created various concepts and made iterations in close collaboration with the different disciplines. We ended up with 2 different concepts which we pre-validated with users. The “winner” of that test was chosen as the A/B test variant.
In the A/B test the new design lead to a significant increase of total conversion and was implemented.
It was up to me to take over most of the work after the brainstorm session. In the months after, I created various concepts and made iterations in close collaboration with the different disciplines. We ended up with 2 different concepts which we pre-validated with users. The “winner” of that test was chosen as the A/B test variant.
In the A/B test the new design lead to a significant increase of total conversion and was implemented.
It was up to me to take over most of the work after the brainstorm session. In the months after, I created various concepts and made iterations in close collaboration with the different disciplines. We ended up with 2 different concepts which we pre-validated with users. The “winner” of that test was chosen as the A/B test variant.
In the A/B test the new design lead to a significant increase of total conversion and was implemented.
Next steps
As always when it comes design, something is never truly finished. The redesign was a big improvement, but we’re still constantly looking for ways to improve, consistently running and testing different ideas.
As always when it comes design, something is never truly finished. The redesign was a big improvement, but we’re still constantly looking for ways to improve, consistently running and testing different ideas.
As always when it comes design, something is never truly finished. The redesign was a big improvement, but we’re still constantly looking for ways to improve, consistently running and testing different ideas.
© Rui Jun Mei 2025
© Rui Jun Mei 2025
© Rui Jun Mei 2025