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.

Overview

As Lead UX/UI Designer, I shaped the interaction model, navigation, content hierarchy, merchandising patterns, plan-selection flows, and cross-sell experiences. The project also explored tablet-optimized viewing and data-free streaming, helping define how AT&T and DirecTV could deliver entertainment across screens as the company moved toward products such as DIRECTV NOW.

Project Snapshot

  • Role: Lead Product Designer

  • 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.

Mobile

Wireframes

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