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MX Player Android TV

​MX Player’s subscription flow on Amazon Fire TV Stick is fragmented, causing user drop-offs and low conversion. Users face unclear pricing, poor navigation, and inconsistent payment handoffs. To retain and convert high-intent viewers, we aim to redesign the subscription experience to be seamless, intuitive, and trust-building—tailored for lean-back TV behavior and aligned with Fire TV’s native interaction model.

Platform

Andriod

Client

MX Player

Year

2021

Project:

Andriod TV

MX Gold – Plan Selection – Select Plan Copy 2.png

MX Player's subscription journey on Fire TV Stick lacked clarity and seamlessness, resulting in low conversions. Users were not adequately nudged, informed, or guided through the subscription process, particularly for early access SVOD content.

The need was to design a smooth, intuitive experience that aligns with Fire TV's lean-back interface, builds trust, and drives subscriptions.

What was the problem we were trying to solve?

  • Low SVOD subscription conversion rates on Amazon Fire TV Stick.

  • Poor visibility of subscription value propositions.

  • Friction during the login and payment flow.

  • Inconsistent alignment between UI and Amazon product listings.

  • Absence of upgrade/cancellation support.

Our goal was to increase subscriptions and reduce drop-offs by reimagining the end-to-end journey: from intent (nudge) to action (payment).

What process did we follow?

  • We used a Lean UX + MVP-driven design process:

  • User Research

  • Analyzed clickstream data and remote usability sessions.

  • Identified confusion around login, unclear value communication, and payment trust issues.

  • Journey Mapping & Task Flows

  • Mapped “first-time user” and “returning user” subscription paths.

  • Identified friction points: SVOD content click > login > plan selection > payment > success/cancellation.

  • Wireframes & Prototypes

  • Created Fire TV-optimized layouts for remote control navigation.

  • Integrated deep-linking flows for Amazon marketplace plans.

  • Usability Testing (Internal + Beta)

  • Tested with 10+ users in lean-back environment.

  • Iterated based on remote control behavior issues and CTA clarity.

What insights informed our design decisions?

  • Intent is highest on the video player screen—timely nudges worked better than homepage banners.

  • Fire TV users rely on minimal clicks—UI had to be remote-first with large, focused actions.

  • Lack of login causes distrust—adding a pre-subscription login step with a soft prompt helped build confidence.

  • Clear benefits = higher conversions—showing rewards, early access, and value-added features boosted motivation.

MX Gold – Plan Selection – Subscribe – Entry Point.png

What was the ultimate solution?

  • A modular subscription experience with the following features:

  • MVP Features Implemented:

  • In-player nudges on SVOD shows encouraging early access purchase.

  • Value proposition screen with plan comparison, rewards, and features.

  • Login-first prompt for new users before showing plan details.

  • Real-time plans fetched from Amazon portal to ensure alignment.

  • Payment journey with two flows:

  • One-time purchase (default)

  • Recurring (based on support)

  • Cancellation support added in version 2 via membership screen.

  • Version 2 Enhancements:

  • Multiple pack support

  • Upgrade flow from one plan to another (e.g., Monthly → Annual)

  • Reward banner UI (e.g., coupons, early access badge, watch party tokens)

Why was this the best solution?

  • User-centered: Designed for remote TV interaction with minimal effort.

  • Contextual: Nudges and guidance happened exactly where intent was highest.

  • Flexible: Scalable to support future plan upgrades, rewards, and recurring logic.

  • Business-aligned: Focused on increasing SVOD revenue with high conversion points.

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