I started with a competitive scan of similar services and noticed 3 main consistencies across platforms.

They lean very heavily on content
They lean into nostalgic and well-known content like Friends, The Office, Fresh Prince of Bel-Air
Almost all mention cross-platform viewing

We looked at our current Passport Learn More page with PBS content, marketing, and brand teams to gather more feedback and goals.

We landed on 5 main goals for this page. We wanted to create a page where our users could feel excited about Passport and their member benefits.

I started the design process with 2 rounds of sketching.

After each round of sketches, I had a design review with Mary Crocamo, Design Director, and Chris Koth, Director of UX Design.

I came out of the sketching process feeling excited about the page and what it could become.

There were a lot of ideas that I couldn’t wait to test out with real content.

The design process was made up of several rounds of designs, stakeholder presentations, and user testing, which was led by Chris Koth.

I nailed them down with design, product, and engineering teams before bringing them to additional stakeholder groups.

Once the designs were finalized, I laid them out across breakpoints. Each section of the page serves a specific purpose and helps us to meet our 5 main goals.

The hero area was designed to highlight the breadth and depth of Passport content.

The content team is able to highlight a single show along with 5 genres in a new layout that is unique to the Passport Learn More page.

I also designed a sticky sub-navigation, which increases brand awareness with consistent Passport branding, with links to our Passport Landing page to explore more Passport content and to become a member.

Below the hero, we break down exactly what happens when you become a Passport member and all of the benefits of membership.

PBS is unique in that all PBS users have access to PBS content, streaming across devices, and live tv without being a Passport member. It was important for us to lay this out clearly for users.

The Featured Shows section has clickable show posters for users to dive deeper and learn more about specific shows available to watch with a Passport membership.

The PBS Video App section emphasizes cross-platform streaming.

The final content rows feature franchises, including Masterpiece and Ken Burns, and genres.

My hope is that any user scrolling through this page will be able to find a show, a genre, or a topic in Passport that interests them.

To close out the page, there's a final call to action to become a member and an FAQ.

The FAQ was created along with our Support team in order to keep users on this page as long as we can without sending them to our help site.

PBS.org Passport Learn More Redesign