Obviously, the biggest recent offender is HBO > MAX. Users are presented with a dead-ended old app and a new app download with no real added value proposed. A brand change does NOT provide added value to customers on its own.
Do you REALLY want your new brand launch associated with the random frustration and friction of downloads, re authentication, and new app bugs? #uxdesign
I’ve seen this mentality inside companies too - where a business unit will be dead set on launching a new app even though the company has an established app installed on hundreds of thousands or millions of devices.
“Why not just integrate with the company app?”
“Oh, we want to launch a brand.”
The customer is NOWHERE in that scenario.
In my book #DesignBeyondDevices we talk about relationships - like company - customer. They often see you as ONE unit. #uxdesign
#uxdesign
When humans change their names, it’s a lot of work, but it lands on them - so the folks who love them can deal with the small amount of cognitive load around remembering the new name.
When MAX changed their brand, it’s like they made all their customers go to the court proceedings for a name change. Everyone had to pay the time tax. And for what - to anger the creators who make the content with poorly considered credits? #uxdesign
When you throw up experience barriers like separate apps solely for vanity or rebranding purposes, you are creating a natural inflection point for customers to reconsider their relationship with you and go elsewhere.
If you HAVE to throw the whole thing out and start over? Make sure your new start provides novel value to ease the transition. #uxdesign #hbomax
I don’t know what’s going on behind the scenes at #hbomax or #warnerbrosdiscovery. This isn’t about a single designer or design decision - it is likely a series of misguided business and comms decisions.
But for goodness’ sake - DO NOT claim a change like this is going to be “seamless”. In fact, never promise seamless change. Forcing a switch between apps is INHERENTLY a seam. #uxdesign https://www.vulture.com/article/do-hbo-max-users-have-to-do-anything-to-switch-to-max.html
@funnygodmother It is wild from a branding perspective also.
“HBO” was the strongest brand when cable rolled out in the 80s. Hotels would advertise when they had it, some still do.
“CineMAX” was much less known and had a rep for its adult entertainment which led to its unofficial name “skin-e-MAX.”
“HBO” started prestige TV programming in the 90s with Sopranos and produced bangers ever since: Six Feet Under, The Wire, Big Love, True Blood, Game of Thrones, Succession, Last of Us
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@funnygodmother So “HBO” has been a monster brand since the 80s and has been associated with the best TV series for the last 25 years.
They launch their streaming channel “HBOMax”. “So this is HBO and CineMAX content all together? Weird but OK…”
And now that they are tightening their belts they decide to rebrand and drop the “HBO” and keep the “MAX?” Which has way less brand recognition and can lead one to think that all that awesome “HBO” content may be going away…
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@funnygodmother Which leads to my confusion yesterday when I saw the poster for Sarah Silverman’s new special.
“HBO Original” that is streaming on “MAX.” Whaaa?
It’s wild.
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We have all seen orgs run by maniacs. Imagine the conversations of the sane folks over there.
Cheryl Platz 
ryaninteractive
Patrick Curry (GameDev)