Optimizing subscription across the MLB.TV digital ecosystem
Services
UX Strategy & Design
Visual Design
Design Systems
Motion Strategy & Design
Engineering Specs & Guidance
MLB faced a critical challenge in converting fans at the subscription paywall juncture across their digital ecosystem. The league's paywall experiences were outdated, inconsistent, and rigid across platforms, lacking the flexibility needed to meet evolving business requirements. With regional sports networks failing and MLB gaining access to coveted in-market streams, the organization needed to better promote this competitive advantage to fans while providing clarity on how to maximize the value of each subscription tier.
Leveraging known user attributes, we personalized the MLB.TV paywall experience based on fans' entry points, subscription history, favorite teams, and in-market availability. This strategic approach ensured every fan encountered a paywall tailored to their specific needs and viewing preferences. On the business side, we equipped MLB's marketing team with complete control through a robust, flexible design system that allowed them to fully customize available subscription plan cards and easily set up future A/B tests for continuous optimization.
The reimagined MLB.TV acquisition journey across responsive web, mobile, and connected devices delivered measurable business impact with a 15% increase in subscriptions. By creating personalized experiences that spoke directly to individual fan preferences while giving the internal team the tools to iterate and optimize, the new system not only improved conversion rates but also positioned MLB to capitalize on their expanded streaming rights and better serve their diverse fanbase across all platforms.
Key Takeaways
- The transformation reframed the subscription paywall from a conversion barrier into a personalized opportunity engine, leveraging user attributes like entry point, subscription history, favorite team, and market availability to create tailored experiences that spoke directly to individual fan preferences and viewing needs.
- Strategic personalization across the acquisition journey ensured every fan encountered relevant subscription messaging based on their specific circumstances, while highlighting MLB's newly acquired in-market streaming rights as a competitive advantage that differentiated their offering from traditional broadcast limitations.
- A flexible design system empowered MLB's marketing team with complete control over subscription plan customization and A/B testing capabilities, enabling continuous optimization and rapid response to business needs while delivering a 15% increase in subscription conversions across all platforms.
A high-converting paywall that scales across platforms
We reimagined MLB.TV’s subscription paywall by creating a consistent, modern and flexible design system that could be rolled out across their entire digital ecosystem.
A modular experience personalized for every fan
We defined the logic that would power a dynamic hero, personalized for each fan based on such attributes as in-market availability, prior subscription status, entry point and favorite team.
A flexible system to support ever-changing offerings
We stress-tested each component and template to support any combination of scenarios MLB may need, allowing the paywall to grow with their business.
