I led design sprint and discovery initiative for the Live TV Page within Prime Video. These efforts directly influenced the roadmap ultimately building trust among stakeholders and getting VP level buy-in to build out a our design-led vision.
When I first joined Prime Video, they had just Beta launched the the Live TV page for Living Room clients, a huge accomplishment for the team. Within the first few weeks I deep dived into the feedback, going through hundreds of datapoints. Most important for me was the ~350 text field comments on why the page did not fully meet their needs.
While there many concerns it was clear what the issues were as they made up ~70% of all the comments.
1. Customers felt scrolling was too slow.
2. It was nearly impossible for customers to find a station within the grid
Over the next few months I worked directly with stakeholders to get incremental updates to the experience. Within that time I lead multiple initiatives that helped address those two core issues on Living Room clients.
A few initiatives I led to get to a better experience
1. Co-led with my PM the filter experience. Strategized how many filters, what filters, and how to ensure we could tag stations correctly at scale.
2. Increased density on screen to help customers perceive faster scrolling
3. Introduced fast scrolling, so users can actually scroll faster.
4. Created a time based grid system
When we looked at Pluto TV, Youtube TV, Tubi, Hulu and others it was clear we were missing alot of the same features that Live TV customers come to expect.
In part, this lead to product constantly looking around the corners trying to get to those easy wins to catch up. It started becoming a game of cat & mouse. At some point my sprint tasks had competitor screenshots with a description of how can we do something similar. No reasoning or goal.
This is not how Product & UX should work.
I got a greenlight from the product leadership team to run a design sprint, one where we can focus on a long term in playback experience so that we can work backwords from the goal.
The outcomes of the short design sprint demonstrated how much value design-led thinking could bring, everyone was excited about the future for our product. The entire Live TV product organization now had complete trust our process and were willing to give us the time we needed to re-think the Live TV page so that we can meet & exceed our customers expectations.
It wasn't just exploration for exploration's sake, with every revision a critical decision was taken and moved forward with ensuring the design was reflecting business, product, engineering, partner, and other stakeholder needs.
Throughout the discovery phase we held various user testing sessions, heuristic evaluations, and used UX research to back up any decision made.
In July 2024, we launched a video forward Live TV experience, tied into an all up Prime Video redesign. Because of my direct involvement with the design sprint and the Live TV vision Prime Video customers are now watching longer per sessions and are coming back to the platform more than ever before.
Video FOrward Live TV experience
