Designing a Seamless Cross-Platform OTT Experience
Sports Illustrated partnered with a vendor to launch SI TV across web, iOS, Android, and Roku. My role was to refine the UX and UI to deliver a cohesive, intuitive, and premium streaming experience that felt seamless across all platforms.
SI TV’s early versions suffered from inconsistent patterns and usability friction. What worked on Roku didn’t always translate to mobile and what looked polished on web often became cluttered on smaller screens. The challenge was to align interaction patterns, clarify user flows, and refine UI components while respecting each platform’s native behaviors.
Through iterative design, I created wireframes, flow mockups, and high-fidelity prototypes that streamlined navigation, clarified discovery and playback flows, and established consistent UI patterns. These deliverables became the bridge between product, engineering, and stakeholders, ensuring improvements were clearly understood and smoothly implemented.
Working closely with Product, I facilitated whiteboard sessions to clarify business goals and user needs. Together, we identified the most critical flows to improve — from browsing and discovery to sign-in and playback.
Whiteboard exercise to identify priorities
I sketched the end-to-end user flows to highlight friction points and align the team on desired paths. These sketches created a foundation for more detailed design explorations.
Full product user flow
I built wireframes for the homepage and show pages, focusing on simplifying navigation, improving content hierarchy, and supporting both discovery and deeper engagement with shows.
Wireframes for the main landing page and a show page
I translated wireframes into high-fidelity designs, refining layouts and interactions to express SI TV’s brand in a clean, premium interface. Key outputs included detailed onboarding screens, as well as homepage and show page designs. The prototypes illustrated the intended user experience and became a blueprint for both stakeholders and developers.
High-fidelity designs for the landing, show, movie, and marketing pages
The updates brought SI TV closer to a premium streaming standard, with smoother navigation and a more cohesive brand presence across devices. Users could move from mobile to Roku without needing to relearn how to browse or play content.
This project underscored the importance of tackling core user journeys first — from signing in to discovering and watching content. By focusing on these high-impact areas, SI TV evolved into a more cohesive, premium product that felt consistent across platforms while remaining simple to use.