PRODUCT DESIGN LEADER

AVOD - Growing Free Streaming

Challenge
Fandango’s ad-supported catalog had limited content and low viewership. The business wanted to expand the offering and grow advertising revenue.

My role
Partnered with Merchandising, Product, Design, and Engineering to understand the incoming catalog, shape how it would be presented, and assess technical feasibility.

Key decisions

  • Created a dedicated landing page for free content.

  • Removed the sign-in requirement so viewers could start watching sooner.

  • Introduced a distinct “Free to Watch” brand to make the offer easy to recognize.

  • Added a clips experience with short-form content designed for quick, scrollable discovery.

  • Introduced a new Live feature for sports, creating a dedicated way to discover and watch live events.

Outcome
Within three months, viewership increased 80% and ad revenue increased 14%.

July 2026

Free Streaming. Live Sports. Short Form Video

 
 

ROTTEN TOMATOES MOBILE APP

Initiative
Evolve Rotten Tomatoes from a place to check scores into a more personalized and social destination for discovering what to watch.

My role
Guided the design and development of the native iOS and Android app from the ground up. Partnered with frontend and backend teams to prioritize a phased design approach based on technical feasibility, and worked with Critics, Editorial, and Ad Sales to understand content needs and monetization opportunities.

Key decisions
Brought reviews, watchlists, critic and publication profiles, and social features together in one experience, sequencing features to align with technical constraints and business priorities.

Impact
Reached 1 million downloads in the first year.

June 2025

 
 

LOYALTY PROGRAM

Fandango Fanclub

The business goal was to create and launch a new Fandango subscription product becoming the digital home for movie and entertainment fans. The KPIs for this initiative were:

  1. Drive revenue growth, Recurring revenue

  2. Increase share of wallet & customer loyalty

  3. Drive Peacock subscription growth

  4. Enhance studio & exhibitor relationships

Outcome: The loyalty program established a recurring-revenue channel and delivered strong year-over-year growth in paid acquisitions.

 
 

SINGLE SIGN ON 

Goal
Unify Fandango’s ticketing and Fandango at Home streaming services with a shared account experience.

My role
Partnered with Product, Engineering, and other cross-functional teams to understand the identity platform and define the user scenarios and experience flows.

Key decisions
Designed for three account journeys: signing in to either service with one account, creating a shared account, and merging existing accounts.

Outcome
Enabled users to access both services with a single login, bringing Fandango closer to a unified entertainment experience.

February 2024

REFERRAL PROGRAM 

Peacock is NBCU’s subscription based streaming service whereas Vudu is NBCU’s transaction based streaming service. Company goal was to leverage users across these services to incresae engagement & conversion rate. The task at hand was to promote some of the Peacock content on Vudu and link Vudu users to go to Peacock. Our team identified a few ways to do this on all our platforms. We designed a showcase of Peacock preview and also designed flows to crosslink users over to Peacock either via global navigation or within a specific title. We were able to grow Peacock subscriptions with this endeavor.

REDESIGN 

Vudu was acquired by Fandango. And at the same time the Roku app had to be rebuild with a new codebase. We took this opportunity to refresh the Vudu style guide & improve the user experience of the most used Vudu app. The redesign included a brand new design system and hence a brand new look, improved navigation and user interaction, introduction to Roku pay and easy to read content layout.

ACCOUNT MIGRATION

Fandango owned 2 streaming services - FandangoNow and Vudu. Having 2 services was redundant & hence the company goal was to migrate all of the FandangoNow accounts to Vudu. This project involved working with the backend team to understand architecture, and working with the CRM team to figure out messaging strategy on every platform. Our team designed the flows to migrate all of these accounts as seamlessly as possible. Within a year most of the active FandangoNow accounts were migrated, hence increasing the Vudu user base.

 MIX AND MATCH OFFERING

The merchandising team had worked with studios on deals we could offer our users. We had to build a feature where a user could select a set number of titles from a set number of titles offered at a flat price. The challenge with this project was that none of the variables were fixed. The design had to be scalable so that any number of titles could be offered in a bundle from which any number of titles could be selected. This project involved coming up with a different UI to make this selection. And this interaction had to be designed for all devices. This feature turned out to be one of the most valuable offerings to our prime users. I received a patent (US 29/613,063) for this design.