When the existing apps just won't scale with the amount of new content added to the old app, a redesign was bound to happen. New branding was also updated. This is how it happened.
When CW Seen was first created, the market was completely different than it is now. Netflix, Hulu, were the companies to compete and/or work with. The CW Network had deals that favored the streaming services more than CW and the great shows it offered. In response to that CW Seed was established as a brand that was affiliated with CW but built for digital-first audiences. CW Seed has flourished on these platforms (ROKU, Fire TV, Apple TV) for years. But it needed a drastic new approach since the market has grown. It was also neglected a bit and needed some TLC.
• Design Research
• Competitive Analysis
• Digital Production
• Creative Concept Discovery
• Interactive Design and Prototyping
• Creative Direction
Compared to The CW, CW Seed was a place to binge old television series and feature exclusive DC content. It needed a new experience to reflect that large amount of content it had. It was currently using the same experience and design that The CW app had. The CW had it's own business goals that weren't the same at CW Seed so the experience had to change. It didn't show off the large amounts of content it had to offer or an easy way to discover.
Having a sitemap was important because it further organized the feature roadmap. This helped me understand where I would place each feature in the app.
I explored many different layouts making sure the main focus was on the well curated categories and not so much on a broadcast schedule. I played with a lot of combining elements from previous designs that we liked and thought still worked well.
The old design was outdated and didn't meet the needs of the growing platform. CW Seed was created in a time when streaming on devices was restricted by a lot of licensing deals. As the popularity of streaming grew so did the need of more content for users to consume. The updated design reflects the ability to grow as a platform to add more shows and movies.
ORGANIZATION
With a lot more content a lot of organization had to take place. Adding categories and the ability to search easier for a show, episode or movie was the key to making this a success.
Adding additional features like trailers and show information helped improve the experience for users by exploring 1-2 new shows per use of the app. Categories helped curate shows that are closer to what you a user likes and increased usage by 10-15%
2024 © Edition
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