Redesigning and Rebranding TV Smart Across Web, Mobile, and TV

We started with a kickoff, client stakeholders, developers, me, all in the same room before any design work began. From there I audited the existing service together with another designer, going screen by screen across web, mobile and TV, watching where people dropped out of signup and where navigation just stopped making sense once you swapped a mouse for a remote control. That early finding, navigation and search quietly failing people, became the thread we kept pulling on, and it's what eventually moved content discovery by 23% once the redesign shipped.

Those findings went into a second round of workshops, this time digging into what the business actually needed from the redesign. The brief had assumed one identical layout across three platforms would work, and it didn't hold, a remote control does not behave like a thumb on a phone screen. Giving TV its own navigation logic instead of forcing one layout everywhere is the decision that shows up most directly in the session length numbers, up 12%, because people stopped fighting the interface long enough to just watch something.

Only once the requirements were settled did I start on the design system, building the new brand identity into components first, so every platform had the same visual foundation before a single screen got drawn. Low-fidelity wireframes came next, then high-fidelity screens once the flows held up, benchmarked along the way against two direct competitors. That consistency across web, mobile, and TV is what I'd point to behind the retention number, 14%, people didn't have to relearn the product every time they switched screens.

Each stage went back to the client as a short presentation rather than a written report. The project closed with full handoff documentation and a working design system the dev team could build from without guessing at intent.