Optimizing MLB.TV subscriptions across the digital ecosystem

Major League Baseball needed a digital experience that could bring strategy, design, and build requirements into alignment. The challenge was translating complex needs into a cohesive direction without losing momentum.

In the pages ahead, you’ll see how Code and Theory approached UX strategy and design, visual design, and design systems to set a clear foundation. You’ll also learn how motion strategy and engineering specs helped carry that foundation through to execution.

We’ll share the decisions, tradeoffs, and artifacts that shaped the work, with the specifics revealed step by step. Keep reading to see how the pieces came together into a unified outcome.

By modernizing the MLB subscription paywall, we helped create a clearer, more streamlined path from interest to purchase. The experience was refined to reduce friction and make plan selection and checkout feel more intuitive. The updated paywall aligned the subscription flow with MLB’s broader digital experience, bringing greater consistency across key touchpoints. Overall, the work strengthened the foundation for ongoing improvements to how fans discover, evaluate, and subscribe.