In the age of streaming and digital content, NBC Universal set out to transform its digital interface and presence. As the lead designer, I had the privilege to spearhead the UX redesign for NBC’s entertainment apps, paving the way for the future development of Peacock, their digital-first streaming platform.
![](https://cdn.prod.website-files.com/5f94c1c145d4d7f343735f79/668db7d70292184ae60c3312_1-large.webp)
The Challenge:
The media landscape is evolving, and NBC Universal recognized the need to enhance their digital accessibility and diversify content delivery. Two objectives were clear:
- Revamp the native NBC entertainment apps for modern audiences.
- Conceptualize a new streaming platform, Peacock, to offer a vast and varied content library.
![](https://cdn.prod.website-files.com/5f94c1c145d4d7f343735f79/651fafbc48428a3c2c30b2cd_NBC_hero%20image.png)
Research & Ideation:
Before diving into design, we needed insights. Through audience surveys, usability testing of existing apps, and competitor analysis, we identified gaps, preferences, and opportunities in the current digital experience.
![](https://cdn.prod.website-files.com/5f94c1c145d4d7f343735f79/651faffa197d02cd093332a8_NBC-OneApp-show-menu.png)
The Design Journey for NBC Apps:
- User-Centric Navigation: Simplified menu structures and intuitive categories ensured users could find their favorite shows or discover new content effortlessly.
- Personalization: Introduced user profiles, allowing tailored content recommendations based on viewing history.
- Seamless Playback: Enhanced video player with features like 'skip intro', easy-to-access captions, and quick episode switching.
![](https://cdn.prod.website-files.com/5f94c1c145d4d7f343735f79/651fb0576e28277cc55a451e_peacock%20on%20tv.jpeg)
Conceptualizing Peacock:
- Content First: Prioritizing content discovery, the homepage was designed to spotlight trending shows, curated playlists, and personalized picks.
- Tiered Access: Recognizing diverse audience needs, Peacock was conceptualized to offer a freemium model, ensuring content availability for both free users and premium subscribers.
- Interactive Features: Envisioned a unique "Watch Party" feature where users could watch content synchronously with friends and chat in real-time.
- Cultural Relevance: Tagging and categorization considered cultural moments, trends, and regional preferences.
Monetization:
As part of the internal team at NBC, I helped develop a monetization strategy for Peacock. We saw an opportunity in the streaming market for a strong freemium option. By combining the best of traditional free TV with video on demand, we created flexible tiers that included ad-supported free content, ad-free options, and premium subscription levels, maximizing both advertising revenue and user subscriptions.
![](https://cdn.prod.website-files.com/5f94c1c145d4d7f343735f79/668dbd63234788db1524b5e2_Peacock-vs.-Netflix-HBO-Max-and-Disney.jpeg)
![](https://cdn.prod.website-files.com/5f94c1c145d4d7f343735f79/651fb085dc58dafbb4a5b89d_peacock-nbcuniversal.jpeg)
Prototyping & User Testing:
For both projects, iterative prototyping was crucial. Beginning with wireframes, we transitioned to high-fidelity prototypes, consistently gathering user feedback. Live beta tests provided real-world insights, helping refine the interface, features, and user journey.
![](https://cdn.prod.website-files.com/5f94c1c145d4d7f343735f79/668db8ad96dd51422d04254c_mood-1_2x.webp)
Launch & Reception:
The redesigned NBC entertainment apps saw a 45% increase in monthly active users within the first three months. Users appreciated the modernized interface and personalized content suggestions.
Peacock, after its anticipated release, emerged as a formidable contender in the streaming wars. In its first six months, Peacock garnered over 33 million sign-ups, with users lauding the expansive content library and the unique interactive features.
Conclusion:
This journey with NBC Universal underscored the power of user-centric design in the media industry. In evolving digital landscapes, understanding audience preferences, leveraging cutting-edge design principles, and continually iterating based on feedback can craft experiences that resonate deeply with users and stand out in a crowded market.
That's not it!
Interested in knowing the full version?
Schedule a call with me, happy to provide more insights.