Accessing streaming content is easy, 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
In researching this topic, I found that streaming content is extremely accessible, but managing it across multiple subscriptions is increasingly difficult. Users become overwhelmed navigating different app interfaces, remembering where their favorite content lives and wasting time searching for something to watch based on their unique preferences. The diagram shows friction areas I discovered and a opportunity area to capitalize on.
What streaming users are saying
During user interviews, participants consistently expressed frustration navigating multiple streaming services, unreliable continue watching features and overwhelmed with the amount of content to browse through.
Synthesizing my research
These patterns informed the opportunity area to help users navigate multiple apps and quickly find content they care about without relying on memory or repeated searches.
Broken Experiences
Content is spread across multiple streaming apps, each with different UI patterns, making it difficult for users to build consistent viewing habits when switching platforms.
Unreliable Memory
Watch history and “continue watching” features don’t always work as expected, forcing users to manually remember what they watched and where it lives.
App Abandonment
An abundance of choices paired with generic recommendations leads to wasted time searching, decision fatigue and users abandoning browsing altogether.
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.
User persona
How might we help users quickly organize, rediscover and enjoy their favorite streaming content across multiple services without relying on memory or repeated searching?
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.
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.
Task Flow
To validate feature prioritization and navigation, I mapped a key user flow showing how fans discover content, explore player insights, and engage more deeply with the platform.
Wireframes
I sketched low-fidelity wireframes to explore layout and hierarchy across key screens, focusing on content discoverability, readability and responsiveness across desktop and mobile.
