BroadwayHD
Director of Product and Design

BroadwayHD is a subscription-based streaming service that delivers content for theater lovers, from classics to cutting edge. I served as Director of Product + Design from July 2017 through July 2018, shepherding the company through a rebranding, spearheading a far-reaching platform modernization, and leading the professionalization of the company’s approach to content design, production, and deployment.

Exploding Conversions via a Streamlined Subscription Flow

When I arrived at BHD, visitor conversion was disappointing. My team implemented a one-week free trial and delivered a distraction-free onboarding experience. Conversions for initial visitors skyrocketed from ~1% of homepage visitors to ~10%. Of those users starting a free trial, over 65% were still members at the 3 month mark. In my tenure at BHD, subscriber rolls doubled.

Producing In-House Drives Down Costs (and Increases Quality)

I’m proud of my work in restructuring BHD’s design, product development, and marketing practices to achieve increased efficiency and greater quality control. In that effort, I built a design team that allowed BHD to discontinue the expensive practice of producing previews with an outside firm.

To call “The Toxic Avenger, The Musical” tasteless would be a gross understatement, with a stress on “gross." So please, only watch this promo if you have a strong constitution and an interest in vulgarity.