Join the flock.

The Ask.

Peacock hired me to improve its online platform, the primary point of entry for new users. The goal was to convince visitors to sign up for Peacock Premium, the paid, ad-supported membership tier.

The Challenge.

With an ever-changing premiere calendar that included live sports, new movie releases, and Peacock Originals, Peacock.com was a disjointed grab bag filled with insufficient information that lacked sparkle. How could I convince potential users we had something they would want to watch that was worth the price of a new streaming service?

My Solution.

My team audited the site and found three points of entry: the “New and Noteworthy” rail on our homepage, which highlighted Peacock’s splashiest premieres; the sports landing pages, which included schedules and highlights for whatever was in season; and the FAQs, Help Center, and Chatbot, which answered technical questions but also included information about premieres. Over the next few months, I owned these three tracks of work concurrently and updated them in unison — so that a baseball game, for instance, was highlighted in the N&N rail, which brought users to the main MLB page, which provided information for prospects in both its schedule and its FAQs. Each point of entry required collaboration with a different team.

I met with my internal counterparts weekly: Programming for N&N, Sports Marketing for the landing pages, and SEO for the FAQs, with check-ins increasing when the work was sensitive or high-priority. Each team fed me the information I needed to make sure each update was relevant, but it was up to me to make each blurb of copy really pop. I became a walking, talking guide for our brand voice in no time flat; I could tell you exactly how many peacock puns were too many, and a personal point of pride was finessing a few Real Housewives catchphrases into our FAQs when we integrated with Bravo.