Settings: In-app vs. web redirection

This unmoderated usability study evaluated whether users preferred managing account settings inside the STARZ mobile app or being redirected to a mobile web experience. I measured task success, time on task, and qualitative feedback to identify friction points and inform product recommendations.

Role: UX Researcher
Responsibilities: Study planning, question development, unmoderated usability testing (UserZoom), participant task analysis, documentation, reporting, and stakeholder presentation.

Summary

The goal of this study was to understand how users engage with settings on mobile, including how often they access settings, how easily they complete common account tasks, and whether they prefer completing settings flows in-app or via web redirection. The study captured task success/failure, time on task, and qualitative feedback through an unmoderated UserZoom experience.

My Role

As the UX Researcher on this project, I was responsible for:

  • Developing research objectives and success metrics
  • Synthesizing early stakeholder goals into measurable study questions
  • Building the unmoderated UserZoom study
  • Analyzing quantitative metrics (task success & completion time)
  • Identifying qualitative friction points
  • Documenting findings and presenting recommendations to stakeholders

This was my first project at STARZ, and it required building the confidence to clearly advocate for user pain points in conversations with product and design stakeholders.

The Challenge

One of the biggest challenges in this project was translating user friction into language that felt actionable and impactful to stakeholders. While some participants completed tasks successfully, others experienced visibility issues after redirection, including difficulty locating settings information once transferred to the web environment.

These inconsistencies created a gap between perceived success and actual user comfort. My responsibility was to surface these pain points clearly and confidently, even when the issues were subtle.

This project ultimately strengthened my ability to advocate for users in a stakeholder environment and reinforced the importance of presenting research insights with clarity and conviction.

Study approach

Method

  • Type: Remote, unmoderated usability study (UserZoom)
  • Environment: Participants used their personal mobile devices
  • Data captured: task success/failure, time on task, observations, and qualitative feedback
  • Focus: how redirection affects usability and preference for in-app vs. web settings

Tasks tested

  1. Update email address
  2. Manage / remove devices
  3. Find subscription and billing information

Question Development & Synthesis

I synthesized stakeholder goals and questions into themes (frequency, task ease, redirection impact, and user preference). These themes were refined into the final tasks and follow-up questions used in the UserZoom study.

Affinity mapping and question development artifact

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Key findings

Redirection often felt unexpected

Many participants noticed the shift from app to browser and described it as disruptive, confusing, or unnecessary, especially when they were already signed into the app.

Re-login and continuity breaks reduced task completion

Some users encountered extra login steps or lost momentum when the experience moved to the web, which increased frustration and led to partial or failed completion for certain tasks.

Information hierarchy on the web affected comprehension

For subscription/billing, users expected their current plan and billing details first. When offers appeared above plan details, multiple participants interpreted the screen incorrectly.

Mobile context matters

Users frequently described switching between app and browser as “extra steps” on a phone, and some worried about losing their place or accidentally ending sessions.

Recommendations delivered

Reduce redirection for high-frequency settings tasks

Prioritize in-app completion for core tasks (account details, devices, billing) to minimize context switching and confusion.

If redirection remains, make it seamless

Improve continuity so users aren’t forced to re-authenticate and can clearly understand where they are, how to return, and what changed.

Clarify hierarchy on subscription/billing screens

Ensure current plan and billing information is visually primary; separate promotions so they don’t look like the user’s active plan.

Use this research to support release quality

Document technical errors and usability breaks found in the flow as “release risks,” and track them as fixable issues tied to measurable user friction.

Reflection

This study helped me build confidence in advocating for users. For example, by explaining the issues users faced weren’t just “preferences,” but real breakdowns that blocked users from completing settings tasks. Presenting the findings to stakeholders and the design team reinforced the value of clear evidence (recordings, metrics, and quotes) when influencing product direction.