Directv Entertainment Redesign
DirecTV · Lead Product Designer
DirecTV's entertainment platform had grown organically over many years, resulting in a fragmented user experience with inconsistent UI patterns, duplicated components, and no unified design language. The platform needed more than cosmetic updates, it required a complete redesign from the ground up, built on a scalable foundation that could evolve with the product.
Problem
The existing platform suffered from several compounding issues
The platform had evolved without a unified design language, resulting in inconsistent experiences across the TV guide, VOD, account management, and settings surfaces. With no shared component library, responsive framework, or centralized pattern system, teams relied on 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.
Solutions
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.
Directv.com
tablet view
mobile view
video player
directv now
Design System
Impact
The 2014 redesign of the DirecTV Entertainment platform revolutionized their digital presence. The new responsive layout increased user authentication, boosted digital video consumption, and created fresh revenue streams through transactional video (TVOD). The Pattern Cloud Library became the operational standard for design and engineering, enabling teams to work from a shared foundation and ship new features faster across every surface.
Engagement Spike
Video streams increased 25% within the first 90 days of launch"
PPV revenue grew 15% quarter-over-quarter following the redesign
Awards & Recognition
The updated portal and out-of-home streaming strategy earned industry recognition, including the 2014 CableFAX Best TV Everywhere Portal Site award.
Platform Consistency
Reduced the number of unique UI components from 100+ to 60.
Decreased design QA defects by 42%
Cut design-to-development handoff time by 3 days per feature
Fully Responsive Delivery
Increased mobile session time by approximately 30% following the responsive redesign
Improved mobile conversion rates by an estimated 20% compared to the previous fixed-layout experience
Grew authenticated mobile users by roughly 25% within the first quarter after launch
Delivered a consistent cross-device experience through purpose-built responsive components and layouts across mobile, tablet, and desktop
Accelerated Feature Delivery
Reduced time to design new features by 45% through reusable patterns and pre-built responsive components
New surface launches decreased from 12 weeks to 5 weeks by leveraging the shared system and standardized workflows
Design team onboarding time reduced by 60% due to centralized documentation, reusable assets, and clearly defined design standards