As the sole product designer, I was responsible for research, design, testing, and deployment. The solution I developed was seamlessly integrated across the entire product ecosystem.

Users struggled in locating and comprehending the content they sought, largely due to suboptimal design and layout.

This large-scale project involved multiple stakeholders and required design improvements that worked consistently across all platforms, enabling the content team to confidently publish content with a uniform user experience.

Over several years, the issue gradually worsened, leading to increasing user feedback. We reviewed and tallied this feedback to present a compelling case to stakeholders on why prioritising this work was essential.

We needed to simplify the tile designs to ensure they functioned effectively in the current product while providing a foundation for future enhancements.

With this in mind, we established a set of objectives to guide us toward achieving our overall goal:

The original designs felt cramped and overwhelming, so we decided early on to reduce the amount of visible content at any given moment. This approach lowered the cognitive load, making it easier for users to scan and find the content they were looking for.

The updated tiles were designed with a responsive layout, enabling dynamic resizing based on device width and ensuring consistent display across various devices.

A key issue in the previous designs was the production team’s limited ability to set more custom layouts, which restricted flexibility and responsiveness to changing content needs. This made it challenging to highlight important assets effectively and adapt to evolving priorities.

In response, I developed three design variations that offer the team greater control over content placement. These options allow them to allocate more space and visibility to priority content as needed, enhancing both the content’s presence and the overall user experience.

The redesigned tiles were made responsive, adjusting dynamically to the device width. They were also built to accommodate various states, allowing users to quickly recognise the content's status.

The CTV platforms required a refresh to reduce visual clutter and enhance accessibility. The updated UI introduces a clearer separation between text and images, while utilising larger tiles that occupy more screen space. This design reduces cognitive load, making it easier for users to process content at a glance.

Measuring the exact success of this work is difficult because we lacked analytical data to compare the performance of the different designs quantitatively.
Despite this limitation, qualitative feedback from customers painted a clear picture of its positive impact. Many expressed that the changes were a welcome improvement, and the updates had significantly enriched their overall viewing experience.