The good bits:
- The app displays two simple, focused choices on the first screen of its app. The new user is invited to get started by selecting a free trial.
- The makers of the HBO Now app assume, likely correctly, that the new user understands the concept of on-demand video. The app doesn’t make him sit through an unnecessary intro tour, video or walkthrough, instead relying on its content offerings to speak for themselves.
To be improved:
- While the limited time trial is monetarily free, it is not a true free sample because the user is still forced to create an account. In fact, the new user needs to commit on the pricing dialog before discovering that an account is required. The benefits of signing up (as seen on the “Thank you” dialog) are not shown to him until after he signs up. As the renewal fee is charged through the user’s iTunes credentials, an HBO Now account is not financially required for the user to view content on their device.
- A less intrusive approach would be to thank the user for opting in to the free trial and suggest he sign up, with all the benefits of an account clearly illustrated and with an option to skip. This could be done on a standalone screen or integrated into the home screen. The goal is to get the user to HBO content as quickly as possible so he can get a taste of its offerings and be inspired to commit to the brand. This app could very well be the first touchpoint with HBO for many potential customers.
- The app uses multiple system alert dialogs as its primary method of communicating with new users. One dialog even generates a second dialog. This makes for a repetitive, disruptive experience and risks users hastily confirming or canceling the dialog before seeing key information.