Redesigning Fandango at Home: A Smarter, More Seamless Streaming Experience

Fandango at Home, formerly known as Vudu, commands a significant footprint in the digital entertainment space.

As of 2021, the platform reached over 75 million U.S. TV-connected households and amassed more than 60 million registered users. Available across Smart TVs, connected devices, mobile, and web, it serves millions of users daily—delivering a consistent, cross-platform streaming experience.

Key Audience Reach:

75M+ U.S. TV-connected households
60M+ registered users
Millions of daily users across Smart TVs, mobile, and web
Default video store on Roku, unlocking direct access to 54M+ active Roku users

Project Overview

Objective

Redefine how users browse, rent, and watch premium movies at home

Role

VP of Product Design — led vision, team structure, and end-to-end execution

Business goal

Increase engagement, conversion, and repeat viewership

Outcome

Positioned the platform as a modern alternative to mainstream streamers, focused on ownership and instant access

Who We Designed For

The Collector

“I like to own the movies I love — I’m building my digital library."

Buys movies regularly to rewatch and revisit
Values ownership, high-quality formats, and bonus content
Wants a seamless way to organize, browse, and access their collection

The Movie Night Organizer

"I want something the whole family will enjoy — fast."

Often rents or buys new releases for shared viewing
Prioritizes ease of use on Smart TVs and living room devices
Needs clear ratings, trailers, and quick access to top titles

The On-the-Go Viewer

“I want to pick up where I left off — anywhere.”

Uses mobile or tablet while commuting, traveling, or during downtime
Relies on the ability to download content for offline viewing
Values a seamless cross-device experience and quick access to recent releases

Our Design Goals

Reduce friction across discovery → rent → watch flow → purchase
Surface timely, relevant content (e.g., new releases, trending rentals)
Support multi-device, living-room-friendly use
Build confidence in the product’s value with rich content previews and ratings
Ensure an accessible, inclusive experience for users of all abilities across devices

Process & Team Collaboration

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Ideation

Sketch

Wireframe, Design, DS

Assemble team, including Product Manager, Tech Lead, UX Designer, Product Designer, Researcher, and other critical stakeholders. Identify objective and success metrics. Present any Research, data, and assumptions. Identify the users, choose one and draw a journey map. Target an area on the journey map to explore.

Sketch ideas pen to paper. Together, the group identifies concepts worth exploring further. The UX Designer captures feedback, refines the direction into a solution sketch, and may create a storyboard to visualize the full user experience.

Once the design direction is approved, the Product Manager defines the product requirements. The UX Designer explores key use cases and interaction states. The Product Designer then translates the solution sketch into high-fidelity visual design and an interactive prototype—building and evolving the design system in parallel. The prototype is optimized for usability testing.

Testing and Debrief

Dev Sprint

A prototype test is created to determine what works and what doesn't (before it gets too far along the process). The Researcher consults with the team on prototype, screener, and test plan. The Researcher conducts the test and provides the team a debrief based on learnings.

The Product Manager reviews, prioritizes, and signs off before cards are added to the Dev backlog. Designers participate in Dev rituals, support implementation by answering questions, and verify UX/UI before a card is closed. If needed, follow-up cards can be added to capture any missed details.

Outcomes

Results and Insights

Results

+22% completion rate from browse to rent
Bounce rate down 18% on movie media details
Improved satisfaction scores

Insights

“Feels like a real streaming platform, not just a storefront.”

"The Set-up and arrangement is easy to use and navigate. If I like a movie or Series enough to buy it, then I purchase here. All my entertainment in one place. My only other alternative is Amazon Video, but their navigation is less user friendly and my purchased videos aren't as organized."