HBO faced a huge business challenge. Because of their subscription model, they could not feasibly post free full episodes on their website. This put them at a considerable disadvantage against networks and forums that used an ad-based model to post hours and hours of content.HBO asked us to create a digital experience that channeled the rich, authentic excitement and intensity of the HBO brand, deepened relationships with fans, and attracted new users without providing its content for free.Our audience are deeply committed HBO fans who thrived on inside information, access, and being the in the know.

We started by examining what was the essence of the HBO brand. We uncovered two truths:1) HBO fully supports the vision of their creatives.2) Given the competitive environment, people inside HBO are concerned the company would become risk-averse.Fans want to get lost in the creative worlds, and then to talk about their experience. HBO.com was an opportunity for HBO to take more risks, and to give fans access to more adventures.We were guided by two main design principles:1) Immersion– create deep, rich worlds for guests.2) Control–let fans drive the experience wherever they are.

Since the relaunch of HBO.com, site traffic has increased approximately 25% with the average guest spending 6.5 minutes per visit. HBO has also seen significant conversion rates with their subscriber base. But perhaps most importantly, HBO now has a modular digital home for their brand and audience alike.