MARK THORP

Slide 5 of 11: Iflix

iflix 2.0 experience across television and mobile devices
Our team redesigned iflix across mobile, web and connected TV. The product scaled to 25 million monthly active users across 30 countries, while the design system gave regional teams a consistent foundation for new markets, languages and content models.
iflix 2.5 Disney experience on television and mobile
For iflix 2.5, we created themed channels and collections for partners such as Disney. The proposal helped secure a US$4 million Disney deal and supported growth from 2 million to 4 million monthly active users.
The native Android TV experience brought discovery, title information and playback into a clear 10-foot interface. Across iflix 2.0, a redesigned feature carousel increased featured trailer minutes by 54% and conversion to view by 38%.
iflix Kids experience across web and mobile
We turned partner catalogues into distinct, branded destinations while preserving a familiar interaction model across web and mobile. Layered artwork and tailored themes made each collection feel editorial rather than like another generic content row.
Partner channels combined live schedules, catch-up content and brand-specific visual systems. Within six months of launching the channel model, total viewing grew from 600 million to 2.1 billion minutes.
iflix 3.0 freemium mobile experience
When the subscription paywall underperformed in emerging markets, we used A/B testing and remote user research with Lookback to rethink onboarding. We removed signup barriers, introduced ad-supported viewing and clarified the path from free content to VIP.
iflix short-form feed, live channels and live sports experiences
The short-form feed targeted viewing moments such as commuting, while live football brought 1.4 million new monthly active users. Fewer than 1% converted to paid, an important signal that an acquisition spike did not automatically create durable retention.
iflix title details, portrait playback and themed original content
User interviews showed that subtitle availability was a key condition for starting a title. We reprioritised metadata, improved subtitle and episode controls, supported portrait playback and created themed pages that made iflix Originals easier to recognise.
The iflix 3.0 launch increased viewing conversion by 30%, minutes watched by 27% and time in app by 17%. Store ratings also rose to 4.3 on both Android and iOS, from 3.8 and 2.1 respectively.
Behavioural data showed that most horizontal browsing happened within the first four rows before people shifted to vertical scrolling. The iflix 4.0 concept responded with trailer-led discovery, clearer poster formats and autoplay previews for live and upcoming content.