imax enhanced

Redesign the page for user understanding and increased sales.

the user problem

Even IMAX super fans weren’t clear about what IMAX Enhanced was. The page gave a lot of information about it, but without hierarchy of information. Jargon-heavy and without clear CTAs, stock photos and no context meant no one could understand what it was or what to do, even if they wanted to.

the business problem

IMAX Enhanced had been around for years but had fewer subscribers than made sense for the power of the brand. They also had third party products to sell, but low numbers on those sales because there was no clear way to purchase them. They also needed more streaming services to use Enhanced.

a content-first solution

From the old site (see above), it wasn’t clear how IMAX Enhanced was different from any home theater hardware or streaming service that offered many of the Marvel movies that make it so popular. Without a way to understand what it is, there was no way to offer a sale.

content audit

I broke down the elements of this service:

IMAX quality sound and visuals via algorithmic calibration for home screens.
Exclusive streaming services given unique access to that IMAX quality.
At-home hardware and products customized to suit the benefits of IMAX Enhanced.

sme research

I needed to understand why IMAX Enhanced was different from any high-quality sound system or television available, so that I could put that in clear terms for IMAX fans. Along with the designer and developer for the site, we created a long list of questions to really dig into what the service is and what it’s offering.

content hierarchy

Once clear on the service from a user perspective, I created a clear story that would immediately appeal to IMAX fans.

1. Start with the tagline, aka, the simplest explanation: It’s the closest you can get to IMAX quality at home.

2. Next, lead with the content itself: the movies people love. Show posters for titles offered via the currently available streaming services, including Disney+.

3. Show how and why the quality is better through animation and simple explanation.

4. Tell users what streaming services already offer access to IMAX Enhanced.

5. Show which products and brands for hardware will take the at-home experience to the next level, with a CTA leading to the bonus: a product page for all those third party brands.

6. Reiterate how the content, streaming, and hardware all work together.

Finally, show who the current partners with IMAX Enhanced are and provide a CTA for new potential partners.

outcome

We created and shipped a clear site now aligned with the global brand and that clearly demonstrates the benefit of a service perfect for movie buffs who don’t want to leave the house. We also offered a benefit to third party products, which will encourage more partnerships in the future. And we created another clear channel for more streaming services to hop on the bandwagon.