NOW TV Concept
UI / UX Case Study
Ownership:
UI/UX Design
Released:
2022
Core Context
Objective
Intuitive Streaming
A comprehensive conceptual redesign of the existing NOW website and Smart TV application to engineer a more efficient, highly intuitive streaming platform.
Insight
Interface Innovation
Strategically restructuring the navigational architecture significantly reduces both the cognitive load and the physical clicks needed to discover and access content.
Challenge
Navigational Barriers
Resolving existing user frustrations by entirely overhauling the visual hierarchy to place the viewer's needs at the very forefront of the digital product.
User Scenario
Streamlined Viewing
A modernised Smart TV video player eliminates unnecessary visual clutter, strictly prioritising the most frequently used elements for a cleaner, user-centric experience.
TV App Menu
To streamline content discovery, the core menu architecture was entirely re-evaluated. Shifting from a hidden list to a persistent visual hierarchy drastically reduces unnecessary interactions and cognitive load.
The Existing Architecture
Navigating the current application introduces an unnecessary multi-step process. Requiring users to click a generic button to expand categories forces at least two clicks, instantly slowing down the browsing experience.
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The Updated Interface
Introducing a compact, persistent vertical menu with highly recognisable icons completely removes the initial click barrier. An extension button smoothly expands the sidebar to reveal full category names when preferred.
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Video Player
Overhauling the Smart TV video player creates a more immersive and less intrusive viewing environment. Critically evaluating on-screen elements actively reduces visual clutter, delivering a much cleaner interface that is significantly easier on the eye.
The Existing Interface
The current player occupies a massive portion of the screen with a heavy dark overlay. Scattered information and unnecessary technical data, such as stream quality numbers, heavily clutter the screen while offering little value to the average viewer.
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The Streamlined Update
Removing technical data and grouping secondary information to the top right keeps the primary focal area clear. Replacing the heavy black block with a subtle brand colour gradient naturally increases show title legibility, establishing a modern, user-centric experience.
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Smart Skip Recap Integration
To create a more fluid viewing experience, a contextual skip feature was conceptualised to keep users immersed in their content. This intelligent addition directly addresses the frustration of repetitive recaps during consecutive viewing sessions.
The Existing Limitation
The current application lacks a dedicated option to skip recaps. Forcing users to sit through full recaps when watching multiple episodes back-to-back heavily disrupts the flow of the series and slows down content consumption.
The Automated Solution
If a user has watched the series within the last 48 hours, the recap automatically skips after a five-second timer. A subtle on-screen overlay ensures users remain in complete control, providing a clear option to manually watch the recap if desired.
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Home Dashboard
Structuring the landing experience to improve content discovery provides better promotional real estate. This update perfectly balances business objectives with the user's need to immediately resume current viewing.
The Existing Interface
The current homepage features standard thumbnail images arranged in simple, repetitive rows. Lacking a dedicated, high-impact area severely limits the platform's ability to instantly promote key content.
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The Streamlined Update
Incorporating a prominent, full-width hero banner introduces an engaging space for highlighted titles and direct calls-to-action. Strategic content rows then allow users to effortlessly resume favourite shows without excessive scrolling.
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Strategic Execution
To build a highly intuitive streaming platform, the project was executed in targeted phases. The focus remained on removing navigational barriers to seamlessly connect users with their desired content.
Phase 01
Interaction Optimisation
Replaced multi-step navigation with a persistent, icon-based sidebar to reduce click depth and make core categories instantly accessible.
Phase 03
Content Discovery
Engineered a full-width promotional hero banner with quick action buttons to drive immediate engagement for new releases and priority shows.
Phase 02
Interface Modernisation
Overhauled the video player by stripping away technical clutter and adding subtle gradients to create a more immersive viewing environment.
Phase 04
Viewing Continuity
Conceptualised a context-aware skip feature that automatically bypasses redundant show recaps based on recent viewing history to maintain momentum.
Please note that this project is an independent conceptual redesign. It is not officially affiliated with NOW TV, and all brand assets are used strictly for illustrative portfolio purposes.