HBO: Digital Catalog Surfing
Concept:
Convert HBO’s vast content catalog into a network of digital, surfable, channels; allowing users to spontaneously discover content more naturally
The Opportunity
Endless rows and grids of content are overwhelming. Too many choices can quickly lead to paralysis by analysis, leading to abandonment of the experience entirely. And even when making a final choice, committing to watching a movie or show from beginning to end is a major commitment of time that some users are hesitant to make at the end of a long day. How might we reduce the effort and cognitive load so users can just sit back and enjoy content more quickly?
Challenges
This started as a passion project; a different take on the larger and more complex effort of revisiting the information architecture for all browse views in the app. A lack of resources to bring this pilot feature to life meant developing a strong narrative and compelling stakeholders to invest in the future of this idea.
My Role
I led this entire feature from problem definition through development and testing of a fully functional live prototype. I also spent a good deal collaborating with engineering on the design of the service that would power the experience
“The average U.S. adult takes an average of 7.4 minutes to find something to watch on streaming services. ”
IDEATION
Brainstorming around UI design and interaction models led to more formalized wireframes optimized for connected-TV streaming devices. Partnering closely with engineering, I defined the logic for how a digital content library should behave as a user moved throughout the network.
Prototype development and user testing
After successfully generating excitement and buy-in from stakeholders, I received budget to build out a prototype that leveraged live backend services as a proof-of-concept. Initial user testing provided validation that the new paradigm had great promise.
PATENT AWARD
This feature concept went on to be granted a U.S. patent, and was prioritized for a pilot for all connected television devices in the following quarter.
Outcome
At the time this feature was prioritized to be built, HBO was restructured after AT&T’s buyout of Time Warner. Given radical change to leadership and the larger organization, all roadmap initiatives halted in preparation for changes needed to support the proposed “HBO Max” streaming service.