Background

OnDemandKorea was originally built on WordPress in 2011 and has remained largely unchanged since its launch. To support expansion into mobile apps and smart TV platforms, a comprehensive redesign was needed. We analyzed OnDemandKorea's subscriber data along with home page heatmaps to better understand its user. Here are some key insights:

Every design process involves technical challenges. While the design team thought it seemed intuitive to keep existing users logged in, the engineering team was uncertain whether they could preserve existing user sessions during the migration. Rather than waiting for a definitive answer, I designed two flow options that would both work regardless of the technical outcome. After aligning with marketing, product, and engineering, we moved forward with the option that required the fewest steps, reducing friction for both new and returning users.

Option 1 keeps the flow to just three steps, offering the fastest path to completion. However, it treats all users the same without distinguishing between new and returning users. Option 2 adds a branching step at Step 3 that clearly separates the two groups, providing a more tailored experience, but the extra step adds friction, especially for existing subscribers who make up the majority of the audience.

We moved forward with Option 1 for its simplicity, and refined the final CTA to "Sign In/Up Now" to serve both user types in a single step. We also added a "Go back to classic site" option for users who weren't ready to transition. The updated flow achieved a 90% successful login rate across both new and returning users.

Background

Originally, OnDemandKorea offered only two subscription tiers: free and premium. As the company introduced a new content provider, KOCOWA, along with the ODK Box device, additional subscription options were added. Both KOCOWA and the ODK Box offer their own benefits and features. We recognized the importance of clearly explaining and comparing each option for users. Before moving into page design, I first needed to understand the differences between the existing and new plans.

I looked at how other services handle plan comparison on mobile. Most approaches fall into two categories: scaling the entire table down to fit the screen, which makes the content too small to read, or keeping the original table size with horizontal scrolling, which causes users to lose sight of the row labels. For example, they can see checkmarks but no longer know what they represent.

I wanted an approach that let users compare plans without losing context. The idea was to fix the benefit categories on the left while allowing the plan columns to swipe horizontally, similar to how a frozen column works in a spreadsheet. Taking it a step further, I synced the plan card with the swipe gesture, so as users swipe from Guest to Basic, they can immediately see the "Pay Per View" check appear as they move to a paid tier.