Apple TV, Roku, Google TV, iOS, iPadOS, Android

Revolutionizing AXS TV's Digital Presence: A UX-Driven Streaming App Suite

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At a Glance

As a Senior UX Designer, I spearheaded the transformation of AXS TV's digital ecosystem, leading the design effort for a comprehensive streaming app suite. This project showcases my ability to drive user-centered design solutions across multiple platforms while collaborating with cross-functional teams.

Challenge

AXS TV faced a critical business challenge: retaining and expanding its audience in the era of cord-cutting. With over two decades of exclusive content locked behind traditional cable TV, the network needed a strategic pivot to streaming to meet evolving user expectations.

Approach

Leveraging design thinking methodologies, I orchestrated a holistic UX overhaul:

  1. User Research: Conducted in-depth analysis of user behavior and preferences in the streaming landscape.

  2. Information Architecture: Developed a cohesive content strategy to optimize discoverability across platforms.

  3. Iterative Design: Created low to high-fidelity wireframes and prototypes, continuously refining based on stakeholder feedback and usability testing.

  4. Collaborative Process: Fostered synergy between in-house and third-party developers, VPs, and GMs to ensure seamless implementation.

Key Innovations

  • Multi-Platform Ecosystem: Designed a unified user experience across iOS, iPadOS, Android, Apple TV, Amazon Fire TV, and Roku.

  • Dynamic Content Management: Implemented a centralized CMS for real-time updates across all platforms.

  • Adaptive UI/UX: Crafted responsive interfaces optimized for both mobile and 10-foot experiences.

Results

The AXS TV streaming app suite yielded impressive outcomes:

  • Expanded user reach beyond traditional cable TV audience

  • Increased content accessibility and discoverability

  • Enhanced user engagement through personalized experiences

  • Streamlined content management for internal teams

This case study demonstrates my expertise in creating scalable, user-centric digital products that drive business growth. By combining empathy-driven design with data-informed decision-making, I consistently deliver solutions that resonate with users and stakeholders alike.

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