The Problem
The existing ABC Watch app did not reflect the evolving programming strategy and aspirations to attract a younger audience.
The Goal
To reimagine the existing ABC Watch app with focus on elevating existing shows, and introducing edgier ABC digital originals that will appeal to a younger audience. Another goal was to make it easier for users to navigate to the shows they care about most.
My Role
As UX Lead, I was responsible for leading the design team and working closely with the research and product teams to shape the new ABC App experience. I facilitated brainstorming activities and created a comprehensive set of UX documentation for each platform, to ensure consensus across the org and provide engineering with functional specifications.
The Outcome
•Elevated the ABC brand and its shows to feel more premium.
•ABC Digital content gained traction and engaged a younger audience.
•The app has a 4.7 out of 5 rating in the app store.
Project Details
Company: ABC
My Role: UX Lead
Platform: iOS, Android, tvOS, Roku, Web
Team: Design, Product, Engineering, Research, Content, QA, Project Management
Year: 2016
Strategy
•Ensure that the new ABC digital originals were prominently featured.
•Introduce categorization that showcases the different genres.
•Elevate the shows by using rich motion and visuals to reflect the show's tone.
•Implement a way for users to save their favorite shows and easily pickup where they left off.
•Create a branded experience that feels consistent across platforms.
tvOS: User Experience
I created wireframes, to visualize the interface and gather feedback from the product and content teams. These were also used by developers and QA teams to ensure things were built per specification. To make interactions very clear, I included functional specifications and schematics for the Apple TV remote.
tvOS: Visual Design
The design team created mockups based on the wireframes, and the experience sprang to life when artwork was introduced into the show tiles and backgrounds.
tvOS: Motion Design
To add to the premium tone of the experience, motion and sound would play a big role.
Motion Study w/Audio (Sales Demo)
Animated Background Collection
Early Navigation Test
Mobile: User Experience
I created annotated wireframes for both phone and tablet, and played out module/screen states with user flows.
Mobile: Visual Design
Building on the approach for tvOS, the mobile designs maintained the rich visuals and branding from the shows.
