GatewayGo - Hulu’s First Shoppable Ad Product

Overview

As the design lead on this project, I translated a concept initially provided by IDEO into a shippable feature that could launch across Hulu’s Living Room devices. GatewayGo marks the company’s first “shoppable” interactive ad format for TV that ties in a second screen mobile experience. Utilizing QR codes and push notifications, viewers can request more details about promotional offers instantly.

This project involved rounds of rapid iterating and prototyping. I helped structure and run in-lab usability studies with external participants to gauge reactions and get feedback. Up until launch, I worked closely with stakeholders across multiple departments (Ad Product, Tech, Research, Creative, and Legal).

Responsibilities

Sketches, Wireframes, Competitive Analysis, Mocks, Prototypes, Usability Study (Test Plan, In-Lab Interviews), Privacy Research, Strategy, Creative Guidelines, Technical Specs, Design QA

Project Team

This project was a cross-team effort between Ad Product, Design, Tech, Research, TPM, Copy, Legal, Creative, Marketing, and Ad Sales.

Business Impact

GatewayGo is thought to be one of Hulu’s most successful ad launches. So far, the product has performed exceptionally and continues to surpass revenue benchmarks.

“For our brand partners, the power of this ad experience lies in its ability to give viewers a simple way to engage with brands and take action on their mobile device…Ultimately, this helps advertisers get closer to their conversion goals with Streaming TV.” - Laura Nelson, Senior VP, Disney Advertising Sales

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🔗 Press: TechCrunch, AdWeek, AdAge, Variety

🔒 I’m able to share more details about the project privately.