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.

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 and Design Systems Lead

  • Team: Product Management, Engineering, Design, Content Strategy, Cross-Functional Domain Teams (TV, Broadband, Mobile, Self-Care, etc.)

  • Platforms: 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
Tablet
Design System
Video player

Outcome

The WLS MVP established a scalable foundation for Walmart's enterprise logistics offering, enabling clients to operate with significantly greater efficiency, visibility, and control.

Unified experience

  • Unified platform consolidating 8 fragmented touchpoints into a single, streamlined platform.

Operational visibility

  • Introduced real-time shipment tracking and inventory status across all channels.

Enterprise readiness

  • Scalable role management, permissions, and security controls built for large account complexity.

Informed decision-making

  • Reporting and analytics tools gave clients data to act on, not just data to look at.

Scalable design system

  • Reusable design system and component library built to scale across future WLS products.

Cross-Functional Foundation

  • Established shared patterns across API libraries, WFS dashboards, and supply chain services.

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