The Mission: Modern viewers expect the freedom to transition between devices
without friction. I focused on eliminating visual noise—distilling the interface to its essence
through a minimalist design that prioritizes the viewing experience.
The Result: A ground-up transformation into a fluid, user-centric ecosystem. By
balancing business strategy with immersive curation, the project established a new standard for how
audiences connect with the A+E portfolio on the go.
Balancing Needs & Goals
My role involved the continuous monitoring and iterative refinement of the A+E portfolio. By
applying incremental updates, I bridged the gap between user intuition and business requirements,
ensuring the apps remained both premium and performant.
Iterative Evolution
Rather than a disruptive overhaul, I deployed component-level updates every two weeks. These
high-impact tweaks reshaped the experience in real-time, evolving the app without interrupting
established viewing habits.
A Purposeful Rebuild
Moving beyond a visual refresh, I re-architected the app from the foundation up. This focus on
fluidity and personalization ensures the system is built to scale alongside shifting user behaviors
and technological growth.
Playful & Premium Identity
I crafted a distinct visual language that elevates the A+E apps, setting them apart from the
cluttered landscape of free streaming competitors and symbolizing a sophisticated evolution of the
service.
Solving Choice Fatigue
To eliminate the ‘paradox of choice,’ I capped playlists at eight cards. Usability testing validated
this constraint, confirming that shorter, curated lists significantly increased engagement and
satisfaction.
Frictionless Access
I designed a conditional toggle that separates free content from provider-locked episodes. This
removes the ‘authentication wall’ for cord-cutters, making available content immediately
discoverable.
Cross-Brand Navigation
Integrating sister brand LMN required an intuitive, rapid solution. I implemented a global toggle
that allows audiences to move between networks within a single, unified app environment.
The Power of the Detail
Every interaction—a hover, a click, or a swipe—is a building block. By obsessing over all 80+ UI
elements, I ensured that no subpar interaction breaks the user’s immersion. A system is only as
strong as its weakest point.
Scenario-Driven Design
Content is dynamic; shows move from premieres to library archives or cancellation. I developed
flexible UI solutions that adapt to these lifecycles, keeping the design intuitive regardless of a
show's current status.
Invisible Design
Supported by adaptive metadata, the interface facilitates content without becoming obtrusive. My
goal was to make the technology feel secondary to the emotional impact of the story.
