Growth Testing at Paramount
As Paramount+ expanded into a global streaming platform, the Growth team needed clearer, testable pathways to improve content discovery and viewer engagement. I helped design and validate experiences that could meaningfully influence minutes watched and retention, translating user behavior insights into experiments that worked across a complex, multi-platform ecosystem. Two key initiatives—improved preview interactions and a more engaging Up Next experience—became full product features after demonstrating significant impact.
Impact
Designed and tested growth features that drove measurable engagement and converted into core product experiences.
Increased minutes-watched by 10%+, boosted content discovery, and strengthened retention through more intuitive preview and post-play experiences.
Role
Product Designer
Company
CBS All Access/Paramount+
Work Process
A/B Testing UI
• Partnered with product, data science, and engineering to shape hypotheses and define success metrics for A/B tests.
• Designed test variants across web, mobile, and TV surfaces, ensuring consistency while adapting to platform-specific interaction patterns.
The original test criteria called for "content descriptions/metadata to be displayed on homepage". The design challenge would be to find a solution that balances carousel interaction while displaying more details to engage the user. This interaction would align with business goals to increase user minutes watched.
• Built lightweight UI experiments that isolated variables and allowed for clean, interpretable results.
• Collaborated closely with analytics to validate that observed lifts were statistically significant and attributable to the designed interventions.
Engaging "endcards" that display during content credits was the first A/B test I shipped on the Growth team. The goal was to find ways to increase content minutes watched for new content. This was based on research that validated users’ likelihood of more engagement when a user watching more than two series on the app.
Work Process
Design 🤝 Dev
A/B testing exposed UI fragmentation, creating an opportunity to align design and engineering through shared ownership of implementation — an approach that later improved experimentation workflows across teams.
Today, both A/B tests are full features in Paramount+. Additional iterations and variants helped evolve both tests however the core interactions and goals remain.
Outcome
Fully Built Features
• Both the Preview Enhancements and Up Next Improvements tests matured from experiments to permanent features.
• Tests showed more than a 10% increase in minutes watched, directly contributing to engagement, retention, and monetization goals.
• Helped strengthen a culture of experimentation at Paramount+ by showing how small, systemic changes can scale across a global user base.
• Provided durable UI patterns that became part of the broader design system and influenced future growth initiatives.
