Large Scale Survey of Emerging Payment Options

HBO Max (Warner Bros Discovery)

Survey I Quantitative Research I Product Roadmap Impact

Role / Contribution

As UX Researcher at HBO Max (Warner Bros. Discovery), I designed and led a large-scale survey (n = 1,000) to understand user awareness, trust, and intent to adopt emerging payment options — including Pay by Bank, Buy Now Pay Later (BNPL), Digital Wallets (Apple Pay, Google Pay), and PayPal. While the team already had access to broad global research about payment trends, I identified the need for insights that were specific to our own subscriber base. I partnered closely with product managers and payments stakeholders to scope the right questions, ensure the survey captured generational differences, and deliver findings that could directly shape roadmap decisions.

Context & Problem

The payments team already had access to global industry research about where the payment ecosystem was heading. However, leadership needed insights that were specific to the HBO Max user base, particularly among younger generations, to evaluate whether alternative payment methods could improve conversion, retention, and user satisfaction. The open question was: which new options would matter most for our subscribers, and in what order should they be prioritized?

Methodology

Sample: 1,000 current and prospective HBO Max subscribers across demographics
Survey content:
• Awareness and familiarity with each payment type
• Trust and security perceptions
• Likelihood of adoption compared to card payments
• Trade-offs around convenience, fees, and protections
Analysis: quantified intent levels, compared across payment types, and tied recommendations directly to roadmap feasibility

Key Findings

Pay by Bank: Very low awareness; high hesitation due to security and refund concerns.

Digital Wallets (Apple Pay / Google Pay): Strong appeal, with high intent to use when available; perceived as fast, secure, and convenient.

PayPal: Familiar and trusted, but not seen as adding major convenience over cards.

BNPL (Buy Now Pay Later): Moderate awareness, but limited appeal for subscription services.

Impact

Directly informed HBO Max’s payment modernization strategy, giving the team evidence to move beyond card-only checkout
Apple Pay and other digital wallets were prioritized on the roadmap for rollout, ensuring near-term improvements in user experience and conversion
Helped leadership see that while digital wallets deliver immediate user and business value, Pay by Bank could be revisited later as awareness and trust grow

Reflection

This project reinforced the value of large-scale quantitative research for de-risking product decisions. By building on top of global industry insights and grounding them in the specific behaviors and expectations of HBO Max users, the survey gave the team the clarity and confidence to invest in digital wallets as the next evolution of the platform’s payments experience.