Downloads
Reducing friction in offline viewing
Redesigning NOW's downloads experience, driving a 12% increase in offline viewing.
Company
NOW
Role
UX Design, Data Analysis, User Research
Status
Launched 2022
NOW's downloads feature let customers watch content offline, but confusing states and unreliable downloads created friction. I redesigned the experience to make offline viewing simpler and more reliable.
Outcomes
The redesign made a real difference to how customers used downloads, improving both the experience and the key metrics.
Business impact
78%
Increase in download completion rate
12%
Increase in offline viewing
96%
Reduction download related contacts
These improvements came from tackling the biggest barriers customers faced. We combined experience changes with technical fixes. Clearer download states and enabling 4G downloads made offline viewing more reliable and easier to use.
Opportunity
App store reviews
“Why you can’t download using 4G is beyond me – let people choose!”
“…download episodes 1, 2, 3 & 4. It will download episode 4 and show errors for the rest!”
“Download got stuck twice. Deleted and tried again but now says I already downloaded it twice!”
Customer feedback highlighted a consistent pattern of frustration. From failed downloads to confusing limitations, people expected a simpler, more reliable offline experience.
Create a more intuitive download experience that meets customer expectations
Using data to improve discovery
I analysed the usage data in Adobe Analytics to understand download behaviour. 91% of downloads were TV episodes, highlighting an opportunity to better support binge watching.
We redesigned the experience around how customers actually watched content. Grouping episodes and adding a quick download next episode action reduced friction and better supported binge watching.
Inclusive design
Using Fable, we conducted user interviews with people with low vision. Their feedback highlighted accessibility improvements, including increasing contrast on UI elements.
User flow
I created a flow diagram to map the end-to-end experience, showing how each page connected and how users moved through the journey. This helped align the team and supported development handoff.
Reflection
This project reinforced the importance of looking beyond the obvious problem. By combining customer feedback, analytics and technical constraints, we focused on the changes that would make the biggest impact.
The best solutions come from understanding what’s stopping customers.
Looking back, I would have liked to explore more opportunities around personalised offline experiences. However, this project showed the value of solving core frustrations first and building a stronger foundation for future improvements.
