Redefining streaming UX for UKTV Play

UKTV Play needed to bridge the gap between traditional TV viewers and the growing on-demand market. Through in-depth UX research, we redesigned the platform with clearer navigation, a more immersive browsing experience, and a content-first design.

The result? An intuitive, engaging app that made content easier to explore, driving higher engagement and boosting viewership across all devices.

Despite offering exclusive content, UKTV Play struggled with user retention and engagement. Viewers found it hard to navigate and the experience didn’t match the ease of modern streaming platforms.

The challenge was clear. Understand what was holding users back and redesign the platform to make content discovery effortless, intuitive, and enjoyable.

We focused on identifying key pain points and opportunities through in-depth research, setting the foundation for a more intuitive streaming experience.

We analyzed how leading streaming platforms handle key features like sign-ups, ads, video players, live channels, and TV guides across mobile and web. These insights helped us identify opportunities to elevate UKTV Play and sharpen its competitive edge.

We spoke with 18 participants, including current and potential UKTV Play users, to uncover their habits, frustrations, and expectations. Accessibility insights also played a key role in shaping our findings.

Testing on connected TVs remotely posed a challenge, so we devised a creative workaround. Participants set up their laptops to record their TV interactions while narrating their thoughts in real time. This approach allowed us to capture authentic user behavior and refine the experience effectively.

Our research showed users struggled with navigation, felt the content was outdated, and found the visuals uninspiring. These insights shaped our approach to improving clarity, engagement, and overall usability.

Users felt the content was outdated and lacked fresh offerings. This led to low engagement and retention, highlighting the need for more compelling, up-to-date selections.

Users struggled with unclear content organization and non-standard navigation. A lack of clear signposting made it difficult to browse, leading to frustration and drop-offs.

The app’s outdated look, including the video player, gave the impression of stale content. Users associated the antiquated interface with a lack of fresh, engaging material, reducing overall appeal.

We identified three key audience groups, each with unique viewing habits and needs. These insights helped shape a design that caters to diverse user expectations.

Using our research and persona insights, we translated user needs into structured wireframes. This step laid the foundation for an intuitive, user-friendly UKTV Play experience.

We reworked the app’s navigation to be more intuitive, using a clear sitemap, standardized icons, and easy-to-understand labels. Early feedback showed a noticeable boost in user satisfaction and seamless wayfinding.

We reimagined content categories with bold, full-bleed imagery, making hidden content more visible and engaging. This not only enhanced visual appeal but also created a more immersive browsing experience for users.

We gave the video player a sleek, modern upgrade, improving usability and adding key features for live broadcasts to enhance engagement.

We refined the app’s visuals with full-bleed imagery and interactive thumbnails, making content more engaging and easier to explore.