Though I’ve written countless DIRECTV sites, landing pages, modals, heroes—you name it—this is a project I am particularly happy about.

Our flagship site,, hadn’t been updated in a few years, and from a design and content standpoint, was limiting our creativity. I spearheaded the motion to do a complete site overhaul, with the key goals being to:

  1. Make the sections more modular so that we could easily test placing different content and imagery in different places, to see what flow would maximize response.
  2. Refresh content and update it to reflect some new value props that had been winning. In particular, bundling TV+Internet and showcasing DIRECTV as the premier home entertainment provider over the competition.
  3. Introduce a Package Matchmaker to help customers find the right package for them (Slide 2). This concept was something I’d wanted to do for a long time, so I put together the flow, content, and preliminary logic. With the help of our designers and coders, we were able to make a pretty nifty tool using all sorts of algorithms and coding witchcraft I wouldn’t dare try to understand.

The idea behind this particular post-holiday, tech-heavy hero was to really hit all the consumers who had just received new devices as gifts over the holidays. What better service to add than DIRECTV?! And it worked.

The hero crushed our current champion, and the site as a whole saw an impactful lift in response rate over it’s predecessor. It is now even being used as the model for the site’s SEO experience.

January 2016