NFL Sunday Ticket on YouTube
Project Summary
NFL Sunday Ticket is a premium, subscription-based season pass available exclusively on YouTube and YouTube TV attracting millions of subscribers each year. To make the service more accessible, YouTube provides flexible payment options, allowing users to pay in a one-time lump sum or monthly installments. As the lead designer for the installments feature, I played a key role in shaping this payment experience to increase user signups.
CLINET
YouTube
ROLE
Lead UX designer
PROJECT TYPE
UX optimization
The problem
The NFL Sunday Ticket subscription costs nearly $500 per year, making it unaffordable for many, especially those on a tight budget. Due to its seasonal nature, it is only offered as an annual pass that cannot be canceled mid-season. A month-to-month subscription is not a viable option, as the content is available only for a limited time thought the year. With this in mind, users should still have a way to afford the service without paying the full amount upfront.
“...I wish i could break up the cost into monthly payments.”
The solution
The goal of the project was to offer users the option to pay in 4, 8, or 12 installments, making the high cost of the subscription more manageable. Users could choose an installment plan either during the sign-up process or switch to one after they have already signed up.
SEE FINAL DESIGNS
Deliverables
CUJ1: New purchase
Step 1:
Discover
User searches for the right plan to suit their needs.
Step 2:
Configure
Customize your plan with add-ons and payment options.
Step 3:
Pay
Review the details of your purchase and renewal terms
CUJ2: Membership renewal
Existing Sunday Ticket subscribers are given the opportunity to renew their membership early and as an incentive receive a discount and the option to switch to monthly installments.
Business benefit
YouTube can insure that more customers stay subscribed for the next season, generating steady revenue.
Customer benefit
Customers not only get a discount for the upcoming season, but they can also break up their cost into smaller monthly payments.
50%
of users opted to pay with installments for their membership
The Impact
$44M +
revenue boost after expanding installments from 43 states to 50 states
