Balancing user wants with business KPIs

The primary metric that our business stakeholders wanted to raise within The Weather Channel was video views, which was a challenging task when most of the users we surveyed expressed little to no interest in consuming more videos via The Weather Channel mobile app. So, we took this is as an opportunity to create more robust video-centric 10-foot offerings on XBOX and sufficiently powerful smart TV experiences where we could surface videos to users while still allowing them to see their important weather data in the same view.