Overview
DirecTV's entertainment platform had grown organically over many years, resulting in a fragmented experience with inconsistent UI patterns and no unified design language. The platform needed more than cosmetic updates. It required a complete responsive redesign from the ground up, modernizing the look and feel while building a scalable foundation that could evolve with the product. This project also marked the introduction of DirecTV's first design component library, establishing a unified system that would set the standard across the organization.
Project Snapshot
Role:
Lead Product Designer and Design Systems Lead
Team:
Product Management, Engineering, Design, Content Strategy, Cross-Functional Domain Teams (TV, Broadband, Mobile, Self-Care, etc.)
Platform Type:
Responsive Web/Digital Entertainment Platform
Users:
Directv Subscribers, Prospective customers, Existing customers
Opportunity
The existing platform suffered from several compounding issues. Years of organic growth had left teams without shared components, a responsive framework, or centralized design patterns, forcing fragmented workflows and duplicated solutions. This created inefficient design-to-development handoffs, slowed feature delivery, and introduced scalability challenges that made expanding the platform increasingly costly and difficult to maintain. The opportunity was to rebuild with intention, aligning design and development around a unified system that could scale with the business.
Solution
I established a design system that defined shared standards for color, typography, spacing, and interaction across the platform, creating a consistent visual framework for every product surface. Building on that foundation, I developed a scalable, responsive component library and sticker sheet that included everything from foundational UI elements to complex layout patterns for the guide, VOD browsing, and account management experiences, with variants for mobile, tablet, and desktop. To support adoption and scalability, I launched the Pattern Cloud Library and centralized repository, giving teams a single source of truth that streamlined handoffs and ensured consistency across every surface and team.
Desktop
Mobile
Video Player
Outcome
User Engagement
Video streams increased 28% within the first 90 days of launch
DVR recordings set online grew 22% post-launch
Pay-Per-View (PPV) revenue increased 18% quarter-over-quarter following the redesign
Authentication & Revenue
User authentication rates increased 34% following the responsive redesign
TVOD created a net-new revenue stream, contributing 12% of digital revenue within the first year
Mobile conversion rate improved 19% compared to the previous fixed layout
Design System Efficiency
Established the first-ever component library for the platform, delivering 40+ governed, reusable components where none previously existed
Cut design-to-development handoff time by 6 days per feature cycle
Design team onboarding time reduced by 35% with the fully documented Pattern Cloud Library
Platform & Responsiveness
Delivered a fully responsive platform across mobile, tablet, and desktop for the first time.
Mobile session time increased 31% following the responsive launch.
Authenticated mobile users grew 27% within the first quarter post-launch.
Awards & Recognition
Awarded the 2014 CableFAX Best TV Everywhere Portal Site.
First DirecTV digital product to receive industry recognition for the TV Everywhere experience.