With search and recommendation becoming key assets for video service providers to reduce churn, AT&T has made it easier for its U-verse customers to find the content they’re looking for.

AT&T announced its new U-verse On Demand storefront this week, which was designed to improve the video experience for customers accessing the storefront on their televisions. The online interface at was updated over the past few months.

The U-verse on Demand storefront features a new user interface (UI) for better navigation as well as colorful poster art to help viewers find content quicker.

The advanced search tools allow subscribers to search for titles by cast and read bios while “My Videos” stores current rentals in one location. There’s also a “My Queue” feature that lets users search and store content for later viewing, and “My Offers” for coupons and discounts.

AT&T said more enhancements were in the works, including an advanced recommendation engine to help customers find the content they want to watch.

“Customers have access to thousands of titles today, and our new On Demand storefront will help them quickly discover the best movies and titles,” said Mel Coker, chief marketing officer, AT&T Home Solutions. “We have a history of rolling out enhancements for U-verse customers to give them a better and differentiated TV experience. It’s what U-verse has always been about, and we have even more in store for our customers.”

Prior to launch, the new the storefront was tested with customers in several markets and by AT&T’s Usability & Design team in its Austin lab. Lab tests showed that the new storefront received high scores in ease of use, search effectiveness and overall customer satisfaction. Trials of the storefront in Austin and San Antonio also yielded increased On Demand usage

The storefront is currently available in Austin, Bakersfield, Baton Rouge, Birmingham, Charleston, Charlotte, Cleveland, Columbia, Corpus Christi, Dallas, Dayton, Daytona Beach, Decatur, El Paso, Fayetteville, Fresno, Grand Rapids, Greensboro, Greenville, Houston, Jackson, Jacksonville, Kansas City, Knoxville, Lansing, Los Angeles, Louisville, Lubbock, Memphis, Miami, Midland, Milwaukee, Mobile, Monterey, Nashville, Reno, San Antonio, San Diego, South Bend, Springfield, St. Louis, Topeka, Tulsa and Wallingford, and will be launched in more markets this year.