Accessing streaming content is easy, but keeping it organized isn’t.

Conversations with people in my social circle revealed a shared frustration with streaming platforms: content is scattered across subscriptions, watch history is fragmented and users often forget where their favorite shows live – especially between seasons. As a result, discovering and revisiting content becomes unnecessarily time-consuming and mentally taxing. The Apple TV Hub solves this by providing a centralized way to save, organize and share streaming content across all subscriptions.

My Role

Information Architect, Interaction Designer, Product Designer, Apple tvOS (HIG), Usability Testing, User Researcher, UX Designer

Type

Solo Project

Industry

Entertainment

Tools

Adobe Illustrator, Adobe Photoshop, FigJam, Figma, Google Meet, Maze, Miro, Sketch

Timeline

4 weeks

Highlights

Finding something to watch shouldn’t require five apps and a memory test.

Highlights

Finding something to watch shouldn’t require five apps and a memory test.

A centralized hub for saving and sharing content across streaming services, directly within Apple TV.

Focus Areas

These focus areas guided the design of Apple TV Hub, prioritizing flexibility and ease of discovery across streaming services. Each decision was centered on helping users sift through their subscriptions to keep content organized and easy to return to.

This project is focused on women’s sports for several reasons. One, I’m drawn to the narrative of how women’s sports are underrepresented in mainstream media. Two, female athletes are incredibly talented and deserve equal footing and a spotlight. The below objectives provide additional insight into my reasoning.

Streaming content hub

Centralize streaming content across subscriptions, positioning Apple TV as a single place to manage and revisit what users watch.

Flexibility to customize

Give users full control to customize, prioritize and organize content based on their viewing habits across all of their subscriptions.

Content discoverability

Improve content discovery through Siri-powered, mood-based recommendations that surface relevant content across services.

Save collections

Allow users to save and share curated collections, making it easy to track new seasons and recommend content to others.

Streaming content hub

Centralize streaming content across subscriptions, positioning Apple TV as a single place to manage and revisit what users watch.

Flexibility to customize

Give users full control to customize, prioritize and organize content based on their viewing habits across all of their subscriptions.

Content discoverability

Improve content discovery through Siri-powered, mood-based recommendations that surface relevant content across services.

Save collections

Allow users to save and share curated collections, making it easy to track new seasons and recommend content to others.

Research Insights

The problem with today’s streaming experience.

Research Insights

The problem with today’s streaming experience.

Secondary research

Research revealed that streaming content extremely accessible, but managing it has become increasingly difficult. As users subscribe to multiple services, they must navigate different interfaces, interaction patterns and recommendation systems. This makes it harder to remember what they’ve watched, where content lives and how to revisit after time away.

Access

•

Users subscribe to multiple streaming services

•

Users subscribe to multiple streaming services

•

Overloaded with content options across platforms

•

Overloaded with content options across platforms

•

Managing subscriptions requires effort and memory

•

Managing subscriptions requires effort and memory

Friction

•

Different UI patterns across platforms

•

Different UI patterns across platforms

•

Watch history features are often unreliable

•

Watch history features are often unreliable

•

Hard to remember where content lives when revisiting

•

Hard to remember where content lives when revisiting

•

Content recommendations feel generic or biased

•

Content recommendations feel generic or biased

Result

•

Frustrating and inconsistent UI experiences

•

Frustrating and inconsistent UI experiences

•

Users waste time searching for content

•

Users waste time searching for content

•

They often abandon browsing altogether

•

They often abandon browsing altogether

Opportunity

•

One place to organize streaming content

•

Personalized recommendations

•

Content surfaced only from subscribed services

Access

•

Users subscribe to multiple streaming services

•

Users subscribe to multiple streaming services

•

Overloaded with content options across platforms

•

Overloaded with content options across platforms

•

Managing subscriptions requires effort and memory

•

Managing subscriptions requires effort and memory

Friction

•

Different UI patterns across platforms

•

Different UI patterns across platforms

•

Watch history features are often unreliable

•

Watch history features are often unreliable

•

Hard to remember where content lives when revisiting

•

Hard to remember where content lives when revisiting

•

Content recommendations feel generic or biased

•

Content recommendations feel generic or biased

Result

•

Frustrating and inconsistent UI experiences

•

Frustrating and inconsistent UI experiences

•

Users waste time searching for content

•

Users waste time searching for content

•

They often abandon browsing altogether

•

They often abandon browsing altogether

Opportunity

•

One place to organize streaming content

•

One place to organize streaming content

•

Personalized recommendations

•

Personalized recommendations

•

Content surfaced only from subscribed services

•

Content surfaced only from subscribed services

What users are saying

I interviewed five women’s basketball fans to better understand how they currently discover and follow women’s sports content. Conversations focused on their experiences navigating mainstream sports platforms, the visibility of women’s basketball and the challenges of finding coverage that feels intentional and easy to access.

Across interviews, fans consistently expressed frustration with fragmented coverage and ineffective algorithms. This solidifies the need for products built specifically to support women’s sports.

“The ‘continue watching’ feature doesn’t always remember where I left off, so I end up searching for it again.”

“The ‘continue watching’ feature doesn’t always remember where I left off, so I end up searching for it again.”

“The ‘continue watching’ feature doesn’t always remember where I left off, so I end up searching for it again.”

Research synthesis

Research revealed recurring challenges around discoverability, depth of coverage and sustained fan engagement. These insights guided prioritization toward solutions that centralize content, elevate storytelling, and make women’s basketball easier to follow.

Fragmented coverage

Content is scattered across platforms, forcing fans to dig through men’s sports in order to stay informed.

Shallow storytelling

Coverage often lacks depth, offering limited player narratives, historical context and meaningful game analysis.

Poor discoverability

Algorithms fail to consistently surface women’s basketball content, even for highly engaged fans.

Key insights driving design

The following insights directly informed how Apple TV Hub was structured, prioritized, and designed. Each insight connects a user need to a specific product decision.

Restore Continuity

Users struggle to track and return to content when watch history, favorites and saved items are siloed across platforms.

Create a centralized hub where users can save, organize and revisit content across all subscribed services.

Seamless Discovery

Generic suggestions and platform-driven promotion make it difficult for users to find content aligned with their preferences.

Make personalized recommendations a priority by only including content from services actively subscribed to.

Intuitive Interface

Navigating different interfaces across apps adds unnecessary friction to what should be a pleasant experience.

Design a consistent, familiar interactive platform that reduces learning curves and supports effortless browsing.

Design Strategy

Finding something to watch shouldn’t require five apps and a memory test.

Design Strategy

Finding something to watch shouldn’t require five apps and a memory test.

User persona

I created the following persona to represent a core audience segment identified through research. Jordyn reflects fans who are deeply invested in women’s basketball but feel underserved by existing sports media platforms.

I created the following persona to represent a core audience segment identified through research. Jordyn reflects fans who are deeply invested in women’s basketball but feel underserved by existing sports media platforms.

I created the following persona to represent a core audience segment identified through research. Jordyn reflects fans who are deeply invested in women’s basketball but feel underserved by existing sports media platforms.

Jordyn Jacobs

Age:

36

Occupation:

Project Manager

Location:

Denver, CO

Fan of:

WNBA, Unrivaled League, NCAA WBB, March Madness

Overview

Jordyn grew up in a sports-focused household and played competitive basketball throughout her youth. After an injury sidelined her playing career, she remained a dedicated fan of women’s basketball. Now balancing a busy professional life, she doesn’t have time to dig through men’s sports–dominated platforms to find meaningful women’s basketball coverage.

Frustrations

•

Platforms prioritize men’s sports over women’s coverage.

•

Algorithms surface irrelevant content despite set preferences.

•

Limited access to in-depth stories, analysis, and player insights.

Goals

•

Quickly access women’s basketball news, highlights and analysis.

•

Stay connected to teams, players and the broader fan community.

•

Feel represented and valued as a women’s sports fan.

How might we leverage the growing popularity of women’s basketball to create a dedicated platform that deepens fan connection through meaningful coverage, player insights and storytelling?