Role
Lead Designer / Design Owner
Duration
3 months (Aug 2024 - Oct 2024)
Designing the 0-1 Custom List set up/management experience for watching live TV
Problem
Our customers in Europe today have to scroll through 1000s of Live channels via DVB source inputs (Terrestrial, Satellite, and Cable), where most channels are not relevant to them.
Solution
We are introducing Custom Lists as new TV input sources to help customers easily add, manage, and access channels that are relevant to them.
Why Custom Lists?
Custom channel lists on Smart TVs allow customers to personalize their viewing experience by creating and editing lists of their favorite live TV channels as their primary input sources. Currently, Fire TV customers must watch Live TV using DVB source inputs (Terrestrial, Satellite, and Cable), which contain thousands of fixed channels. Scrolling through 1000+ channels makes it a tedious experience to browse and consume live content. To engage our EU audience, our TV must deliver the custom list feature with the best in class UX.
Responsibilities
My main tasks included clarifying and defining the product scope, feature requirements, and rollout strategy to 1. Integrate the net new feature into our existing system, ensure feature parody, and enable discovery of custom lists at various points in the Fire TV UI. I worked in close collaboration with, product, research, engineering, and other cross-functional partners to ensure all stakeholders were aligned on a singular vision for our product roadmap. My goal was to ensure that the final product ships with high UX standards while adhering to EU requirements to meet marketplace expectations.
Highlights
The new people tab tracks and displays user activity information to enable admins quickly identify inactive people and remove them. I simplified existing people management tasks in the redesign to help admins move faster. I conducted usability testing with users from client companies to validate the design concepts, and pushed back against initial requirements that created user friction and cognitive load, enabling us to ship a simpler UI that is in alignment with user expectations.
Result
Our MVP is currently in development and is scheduled to launch in Q2'2025. We anticipate the new custom list feature to drive up sales in the EU region and increase star reviews for 1P/3P TVs.