Project scope
Web Design
UX Strategy
Timeline
3 weeks
Tools
Figma, Framer, Midjourney
Industry
Home Improvement
Outcome
High Converting, User Friendly
Go Back
Redefining streaming UX for UKTV Play
UKTV Play needed to bridge the gap between traditional TV viewers and the growing on-demand market. Through in-depth UX research, we redesigned the platform with clearer navigation, a more immersive browsing experience, and a content-first design.
The result? An intuitive, engaging app that made content easier to explore, driving higher engagement and boosting viewership across all devices.
Understanding what wasn’t working
Why UKTV Play struggled to keep viewers engaged
User Retention
Streaming Experience
UX Research
Despite offering exclusive content, UKTV Play struggled with user retention and engagement. Viewers found it hard to navigate and the experience didn’t match the ease of modern streaming platforms.
The challenge was clear. Understand what was holding users back and redesign the platform to make content discovery effortless, intuitive, and enjoyable.
Laying the groundwork for a better experience
Uncovering insights to shape a better UX
We focused on identifying key pain points and opportunities through in-depth research, setting the foundation for a more intuitive streaming experience.
Uncovering what held users back
Key findings
Our research showed users struggled with navigation, felt the content was outdated, and found the visuals uninspiring. These insights shaped our approach to improving clarity, engagement, and overall usability.
Content Relevance & Engagement
Users felt the content was outdated and lacked fresh offerings. This led to low engagement and retention, highlighting the need for more compelling, up-to-date selections.
Navigation Challenges
Users struggled with unclear content organization and non-standard navigation. A lack of clear signposting made it difficult to browse, leading to frustration and drop-offs.
Outdated Visuals
The app’s outdated look, including the video player, gave the impression of stale content. Users associated the antiquated interface with a lack of fresh, engaging material, reducing overall appeal.
Understanding our audience
User Personas
We identified three key audience groups, each with unique viewing habits and needs. These insights helped shape a design that caters to diverse user expectations.
Turning research into action
From insights to wireframes
Using our research and persona insights, we translated user needs into structured wireframes. This step laid the foundation for an intuitive, user-friendly UKTV Play experience.
Simplifying the journey
Clearer navigation, better experience
We reworked the app’s navigation to be more intuitive, using a clear sitemap, standardized icons, and easy-to-understand labels. Early feedback showed a noticeable boost in user satisfaction and seamless wayfinding.
Improving content discovery
Bringing content to the forefront
We reimagined content categories with bold, full-bleed imagery, making hidden content more visible and engaging. This not only enhanced visual appeal but also created a more immersive browsing experience for users.
A better viewing experience
A streamlined, content-first video player
We gave the video player a sleek, modern upgrade, improving usability and adding key features for live broadcasts to enhance engagement.
A fresh, modern look
A bold visual upgrade
We refined the app’s visuals with full-bleed imagery and interactive thumbnails, making content more engaging and easier to explore.
