Scalable Content Design

Things customers weren't doing

Engaging with new content through curated, data-driven recommendations

Building a custom guide with favorite channels for quick access to your go-to live TV shows

Scheduling, watching and managing recordings across devices

Saving titles to watch later with one button press

Watching On Demand titles while on the go

Things customers were doing

Things customers weren't doing

Watching live TV

Using some features on a primary platform, usually TV, but sticking to live TV on a secondary platform, which was usually a mobile device

Defining the problem

Content inventory

We audited the UX across web, mobile and TV platforms, including iOS, Android, Roku, Apple TV, Samsung TV, Xbox and cable box
Uncovered discrepancies in terminology, logic and UI patterns across platforms

Hypothesis

We suspected the discrepancies in terminology, iconography and patterns could be contributing to low engagement.

Approach

Unified terminology, iconography and patterns could improve cross-platform engagement.
Displaying the most important info in consistent locations will help customers get to content faster.

Ecosystem mapping

Devices, content types and states

Platforms and devices: 1) Apple TV, 2) Roku, 3) Samsung TV, 4) Xbox, 5) iOS, 6) Android, 7) spectrumtv.com and 8) the cable box
Stream types: live TV, future live TV, on demand, DVR, transactional...
Content states: watched, recorded, blocked, purchased, rented, etc.
User states: subscribed, unsubscribed, out of home, out of market,

UX and technical debt

Devices, content types and states

Document technical capabilities and constraints, gaps in cross-platform logic

Identify common patterns and map out changes required to align UX for maximum scalability

Impact and scalability

We helped improve the TV-watching experience for millions of people. We created cross-platform UI components, labels and patterns the customer could rely on when interacting with content.

We organized similar components in similar locations from screen to screen across platforms. With the right info in the right places:

Customers were more comfortable using the app on multiple devices
We gained a deep understanding of our catalogs, services and capabilities
Design and dev time decreased with reliable templates specific to each platform

As it's evolved, the logic remains a guiding light in Spectrum's product design lifecycle.

Millions of happy customers

but cross-platform usage revealed a disconnect

Things customers weren't doing

Things customers weren't doing

Things customers weren't doing

Things customers were doing

Things customers weren't doing

Things customers weren't doing

Defining the problem

Content inventory

Hypothesis

Approach

Ecosystem mapping

Devices, content types and states

Devices, content types and states

Devices, content types and states

UX and technical debt

Devices, content types and states

Devices, content types and states

Defining a universal hierarchy

Designing global taxonomies and metadata

Speaking the same language

Impact and scalability

This work is now a core design system pattern

A glimpse of what was

Millions of happy customers

but cross-platform usage revealed a disconnect

Things customers weren't doing

Things customers weren't doing

Things customers weren't doing

Things customers were doing

Things customers weren't doing

Things customers weren't doing

Defining the problem

Content inventory

Hypothesis

Approach

Ecosystem mapping

Devices, content types and states

Devices, content types and states

Devices, content types and states

UX and technical debt

Devices, content types and states

Devices, content types and states

Defining a universal hierarchy

Designing global taxonomies and metadata

Speaking the same language

Impact and scalability

This work is now a core design system pattern

A glimpse of what was

This website uses cookies.