NOW TV

NOW TV delivers content across a range of devices, including smartphones, tablets, TV and stick. As the subscriber base grew to over 1.5 million, maintaining design consistency across these varying screen sizes and interaction models became a major technical challenge.

The user interface was inconsistent across platforms. A user moving from mobile to their TV found different navigation patterns and visual styles, creating a disjointed brand experience. This fragmentation also increased development time, as features had to be designed from scratch for each specific device.

I worked as a key Product Designer to establish parity across the digital ecosystem.

• Audited the cross-platform experience to identify UI inconsistencies and navigation breaks.
• Created a unified design language that scaled from touch screens (Mobile/Tablet) to remote-control inputs (TV).
• Developed detailed UI specifications (Spec Sheets) to guide engineering teams on multiple platforms.
• Designed high-fidelity mockups ensuring visual hierarchy worked on both small screens and large living room displays.

We implemented a responsive, grid-based design system that unified the core navigation and content discovery experience. Regardless of the device, the "content first" approach remained consistent, reducing cognitive load for users switching between devices.

• 4.5/5 App Store Rating maintained post-redesign.
• Supported 1.5 Million+ active UK subscribers with a seamless experience.
• Reduced design debt by standardizing components across platforms.