Overview

I led the complete zero-to-one design of DIRECTV NOW, a new streaming platform that extended DIRECTV into internet television. I defined the end-to-end product experience across content discovery, live and on-demand viewing, video playback, subscription acquisition, account management, and responsive experiences across web, mobile, and tablet.

I also established the design system, interaction patterns, and visual language that connected the platform’s many experiences into one cohesive product.

Project Snapshot

  • Role: Lead Product Designer

  • Scope: End-to-end product design, interaction design, visual design, prototyping, and design system

  • Team: Product, engineering, content, design, and business stakeholders

  • Platforms: Web, mobile, and tablet

Opportunity

Streaming had changed what people expected from television. They wanted to start watching without installation, choose a service that fit their needs, and move easily between devices, while DIRECTV’s traditional model was built around satellite hardware, fixed channel packages, and established viewing habits.

DIRECTV NOW had to bridge those two worlds by bringing the breadth and value of pay television into a simpler, more flexible digital experience. The opportunity was to define that experience from the ground up for a product and audience that were still emerging.

Solution

I led the design of the platform from its foundational architecture through its major product experiences. This included defining the information architecture, navigation, content discovery model, streaming and playback experience, subscription journeys, account-management flows, and responsive behavior across web, mobile, and tablet.

Alongside the product experience, I created a reusable design system that established the visual language, interaction patterns, components, states, and responsive rules needed to support the platform as it evolved.

Outcome

Rapid Adoption

  • More than 200,000 subscribers by the end of 2016

  • 491,000 subscribers by June 2017, after adding 152,000 in one quarter

  • 1.2 million subscribers by the end of 2017

Platform Foundation

  • Established the cross-platform foundation for DIRECTV’s transition from satellite television to streaming

  • Carried the earlier DIRECTV video-player experience into DIRECTV NOW across web, mobile, and tablet

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