Hayu.
Designing Hayu’s platform for binge-watch culture and rapid content discovery.
The Challange
Hayu, NBCUniversal’s streaming service, needed to stand out in a crowded market. Their challenge: reality TV fans binge content differently, they want quick access to episodes, seamless autoplay, and the ability to discover new shows without friction.
The Approach
- Conducted user interviews with reality TV fans to understand binge behaviour.
- Analysed data showing users dropped off when discovery took more than 3 steps.
- Created interactive prototypes of new home and “Continue Watching” flows for testing.
The Solution
- Redesigned the homepage to highlight trending shows and personalised “Watch Next.”
- Introduced a frictionless “Continue Watching” bar to resume series instantly.
- Developed a scalable design system for TV, mobile, and web.
Our objective was to make the homepage a key destination for content discovery. With catchy editorial titles and curated sections which show the depth of content as well as injecting some sassy brand personality.
An experience that delivers on its key promise to be the go-to for great reality shows. Audiences can seamlessly pick up where they left off, jump from show to show, easily discover and explore the hayu catalogue with a bit of sassy editorial along the way.
Brand application
Unique brand, bold application
hayu has a unique brand that separates it from other streaming services. It was important to capture this across Web, iOS and Android devices in a considered approach, ensuring native patterns were used correctly without compromising the design.
We worked closely with a development team producing a lean design system and guidelines to ensure the product was built smartly and efficiently.
Impact
- +25%
- Increase in episode completion
- +40%
- Reduction in time-to-play
- +25%
- Improved discovery