Overview
Improved DISH’s digital acquisition system by transitioning from a largely offline, call-driven model to a data-informed, conversion-focused funnel.
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Introduced analytics and CRO practices to identify drop-off points
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Restructured how plans and channels were presented to support decision-making
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Improved site architecture and content to increase clarity and progression
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Reduced friction across the checkout flow
Context
DISH historically relied on offline acquisition channels, including direct mail, retail, and call centers. ISG operated one of the primary call centers and played a key role in driving subscription volume through direct-response marketing. As DISH began shifting toward digital acquisition, its core web experience lagged behind.
ISG developed its own platform, InfinityDISH, to support this transition. The challenge was not just to improve a website. It was to modernize how customers discover, evaluate, and purchase DISH services online.
The Problem
The system lacked both visibility and structure.
No Data or Visibility
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Limited analytics and tracking
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No structured experimentation or A/B testing
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No clear understanding of where users were dropping off
Weak Decision-Making Structure
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Users relied on multiple pages and PDFs to understand channel offerings
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Plan comparison was time-consuming and unclear
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Key decision criteria, such as channel availability, were not surfaced effectively
High Traffic, Low Conversion
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Strong SEO performance drove traffic to subpages
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Those pages lacked the context needed to convert
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Entry points were disconnected from the broader journey
Checkout Friction
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The purchase flow introduced unnecessary complexity
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Users hesitated or dropped off before completing
The result: Users reached the site, but the system did not support confident decision-making.
Insight
The issue was not discovery. It was comparison.
Users could find plans, but:
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They struggled to evaluate differences
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Key information was fragmented
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The system did not support confident decisions
For DISH's core audience:
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Channel availability mattered more than feature lists
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Users wanted clarity, not more information
At the same time, high-intent users were entering through SEO-driven pages that were not designed to convert.
Approach
Focused on aligning the system with how users actually evaluate and purchase.
Introducing Data-Driven Optimization
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Implemented tracking across entry points, behavior, and drop-off
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Analyzed navigation patterns, scroll behavior, and engagement
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Identified where users disengaged and why
Redesigning Decision-Making
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Created a structured plan comparison experience focused on channels
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Eliminated reliance on PDFs and fragmented content
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Simplified how users evaluate and choose plans
Converting SEO Traffic
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Redesigned subpages as standalone landing experiences
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Ensured users could understand the offering regardless of entry point
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Connected fragmented pages into a cohesive system
Optimizing Checkout
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Simplified the purchase flow
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Reduced friction at key steps
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Improved clarity from decision to completion
These changes transformed a fragmented acquisition flow into a structured system that supported clearer decision-making and improved performance across multiple entry points.
Outcome
+23%
conversion lift
+35%
increase in engagement
+40%
improvement in performance metrics
+34%
increase in customer satisfaction
DISH: Digital Acquisition and Decision Experience
Role: Creative Director / Senior Product Designer
Infinity Sales Group (ISG)
Modernized a legacy acquisition model by improving how users evaluate, compare, and choose plans
+18%
increase in completed purchases
Outcome
+32%
increase in average session duration
+25%
lift in checkout starts & sign-ups
20%
reduction in bounce rate
+18%
increase in completed purchases
Business Impact
These improvements strengthened ISG’s role as:
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The top-performing DISH retailer in company history
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A key driver of subscription growth
As DISH transitioned toward digital and hybrid acquisition, the improved system captured demand more effectively and increased overall performance.
Key Takeaway
This was not a surface-level redesign. It was a shift to a data-informed system.
By aligning the journey with how users evaluate TV services:
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Decision-making became clearer and faster
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Friction was reduced across the funnel
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Digital became a more effective acquisition channel
Understanding how users decide is what drives performance.