DIRECTVNOW

I led/directed a team of designers to reimagine the visual
& product identity of the new streaming video experience
across devices. I crafted design language frameworks for visual,
UX writing & product identity. I evangelized the product

identity across AT&T various orgs, thereby inspiring leaders

to champion UX, helping establish a stronger seat at the table.

Reimagining a fresh, updated, and personalized
streaming TV experience for the DIRECTVNOW
video product across devices. Crafting the
product identity & brand strategy across
design disciplines.

Challenges

Building an identity & personality for this new video product
built on an entirely new platform/framework.

Establishing an in-depth brand strategy, complete with
key pillars, attributes, and creative drivers.

Ensuring the identity system works as both a creative direction
tool for designers (across disciplines) and an on-boarding tool
for new designers joining the team.

Making certain that the identity system works as an effective
evangelization tool across the company, especially for
other creative/design depts.

Goals

Building a deeply human identity system. One that is strongly
rooted in the fandom around shows, movies, sports, …

Creating an video experience which revolves around
live content and "What's on Now".

Scaling the identity to work for all design disciplines,
from UI & UX, Motion & Copywriting, to Sound and Industrial Design.

Ensuring the product identity is tangible and digestible,
not overly lofty and high level.

Process

User Centered Design

Through several iterations and multiple rounds of user testing (UCD), we were able to reach a design which resonated with users and proved to be the stronger solution.

The research team also conducted competitive biometric testing to analyze the emotional side of the experience. This revealed where the emotional spikes happened for users in the experience.

Sound Design

We collaborated with a very talented agency to design the sonic experience – sounds for navigation, confirmation, errors…This helped elevate the overall product to a different level.

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My Role
UX Lead

Design Disciplines Covered
UI, UX, Motion, Copywriting, Sound, and Industrial Design.

Platforms
iOS & TVOS (mobile, tablet, and TV), web

Product Identity

Defining the SOUL of the experience
Based on our newly established design language,
I drove the definition of our product identity.

I evangelized this soul-defining work across various orgs at AT&T,
which resonated very well with key stakeholders. Not only did it rally
everyone around a common cause, but it helped communicate the value
of UX in the ultimate success of the product.