Tubi's MAU had skyrocketed since 2014, but registration remained an afterthought. As monetization became a top priority, we faced a critical blocker: the existing sign-up and sign-in flows were fragmented and frustrating. Support tickets poured in. Users didn’t just avoid registering; they actively struggled when they tried.
Making registration effortless
Reducing friction to get users to convert and monetize
App
TV
Web
2024
Image caption will go here
Summary
Problem
- Slowed users down with a clunky, multi-step flow
- Confused users with inconsistent experiences
- Frustrated support team with account access issues
Solution
- Streamlined registration into fewer, faster steps
- Enabled native SSO (Apple, Google, etc.) by platform
- Nudged users with timely CTAs instead of hard gates
Collaborators
My Role
Product Designer (Design Lead)
Registration & Cross-Device Activation Pod
Design
Product
Engineering
+12
Research
Results
Global Registration Rates
+27%
Combined impact across all three features (6-month rollout)
Revenue per Registered User
+2x
Registered users monetize at higher rates via better ad targeting
Responsibilities
Design Responsibilities
• User Experience Design
• User Interface Design
• Information Architecture
• Interaction Design
• Design System Integration
Cross-Functional Collaboration
• Product Strategy Alignment
• Research & Synthesis with PM + UXR
• Stakeholder Workshops
• Developer Handoff & QA
• KPI Definition & Post-launch Analysis
Timeline & Status
Timeline
Q1 – Q3 2024 (9 Months)
Status
Shipped
Team
Design
VP of Design
Product Design Manager
Sr. Design Systems Designer
Product
VP of Product, Growth
Sr. Product Manager
Sr. Product Manager
Engineering
Sr. Engineering Manager
Engineering Manager
+12
Engineers & QAs
Research
User Research Manager
Senior UX Researcher
Tools
Design
Collaboration
Engineering
Research
See More Details
Includes responsibilities, timeline, status, team details and tools
Problem
Users avoided registering because the flow was slow, clunky, and inconsistent across platforms.
More people were watching Tubi but not enough were registering
Common user pain points in sign-in and sign-up flows
Solution
We streamlined registration, enabled SSO options and added contextual CTAs to boost sign-ups at the right moments.
Streamlined registration by condensing into a single page
Flow optimization
We cut the onboarding sequence from 4 screens to 1, combining value props into a concise message. Then we added Magic Link: a passwordless, one-tap sign-in delivered via email.
Native SSO options added for faster onboarding
SSO Options
Different platforms support different SSO types. We prioritized the most-used: Google and Apple. Now users can register or sign in with a single tap. No typing required!
Clearer CTAs were added to drive account creation
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Contextual modals prompted by user actions
Nudges, not gates
Attempts to hard-gate content backfired. Instead, we showed contextual prompts during key moments (like continuing playback or saving progress). This let users opt-in naturally, improving completion rates without harming engagement.
Process
Once we achieved XFN alignment, I redesigned the flow and layered in high-impact features.
Cross-functional workshop defining roadmap and priorities
Simplifying the existing onboarding experience
In an XFN workshop (Product, Design, ENG, Research), we prioritized fixes and ideated broadly. Once we aligned, I focused on flow simplification and pitched the idea to add in our Magic Link as a fast-track sign-in option. It was added to TV, web, and app which drastically reducing friction.
Cross-functional collaboration (XFN)
Team
How we collaborated
Design
Weekly design critiques ensured the work was efficient, scalable, and aligned to the system
Product
Weekly PM syncs kept us aligned, unblocked, and able to quickly adjust priorities as needed
Engineering
Monthly reviews helped ENG approve in-progress work. I also led dev handoff sessions to finalize flows and specs
Research
Collaborated on UXR prototypes for moderated testing and made live edits during sessions
These cross-functional sessions revealed a consistent theme: users weren’t refusing to register—they just didn’t see the value. With this insight, we realized the issue wasn’t awareness or access, but how and when we asked them to sign up.
Redesigning onboarding with Magic Link and value props
We modified the onboarding experience to include both Magic Link and the value props. This let new users learn why they should register for Tubi. For returning users, they only needed 1 screen to access the Magic Link QR code.
Key Insight
Users register more consistently when they are not forced.
Tubi is free, so users didn’t feel the need to register. Gating only created drop-off. By showing clear value (saving progress, resume playback, better recs), we shifted behavior. Registration became a choice, not a burden.
Results
Sign-ups rose, support tickets dropped, and we built a scalable foundation.
Combined impact across all three features (6-month rollout)
Registered users generated more revenue via better ad targeting
The Registration Pod became one of Tubi’s most effective teams. With every iteration, registration improved, helping us hit our company goal to double sign-ups.
“There has been a noted drop in registration-related support tickets since these new features went live.”
Director, Product Support Operations
After launching these features, the customer support teams said they received fewer support tickets relating to registration. Our constant iterations and experiments had paid off.
Roadmap
Next, we're pushing for email verification and expanding SSO to additional platforms.
Adding Email verification to confirm user accounts
Expanding SSO support to additional platforms
Verified users monetize even better so we’re building that into the Magic Link process (no added friction). We’re also pushing to expand native SSO options (e.g., Samsung, Xbox) across TV platforms to make sign-up even easier where keyboards are hardest to use.