User flow – Apple TV+
Redesign of Apple TV+ for better user flow & user experience.
About the project
In this project, I worked as an independent digital designer focusing on analyzing, developing, and improving the user experience of an existing digital artifact. Through a user-centered design process, I analyzed the interface’s strengths and weaknesses, identified areas for improvement, and developed a new design concept rooted in usability and interaction design. The work involved several iterative stages, from initial sketches, mockups, and early concept ideas to a high-fidelity interactive prototype featuring at least ten interactions. The design methodology relied on both divergent and convergent exploration, keeping user needs and experiences at the core. The project concluded with an oral presentation and reflection on design decisions, the iterative process, and the insights gained regarding usability and digital interfaces.
Role
UX Design Student
duration
5 weeks
date
6/11-8/12-2023
Tools:
Figma
Design process
Problem Statement
Despite its high-quality content, Apple TV+ suffers from significant usability and structural flaws. The core issue lies in its cluttered interface, particularly on the “Watch Now” page, where different types of content are mixed without a clear order. To enhance the experience, the application requires a clearer information hierarchy and better mapping, ensuring that users can easily understand how the navigation is structured. Signifiers indicating specific features (e.g., adding movies to a library) are ambiguous, leaving users unable to locate where saved titles are stored. This highlights a need for clearer visual feedback and improved transparency within the interface. Furthermore, the application lacks a natural flow, leading to a high cognitive load. By applying Nielsen’s heuristic principles, specifically focusing on reducing the user’s memory load, the design can be optimized to create a more intuitive and seamless user flow. In conclusion, Apple TV+ needs to evolve toward a more structured, intuitive, and user-centered interface where navigation, feedback, and information logic effectively support the user’s conceptual model and intent.
screen shots from the app interface
A selection of early-stage sketches
Mockup
Elevator pitch
Final prototype
Key lessons
Through this project, I gained a deeper understanding of user-centered design and how small, deliberate interface changes can significantly impact the user experience. The work provided valuable experience across the entire iterative design process, from ideation to the final prototype. I learned to work in Figma and to translate analysis and insights into concrete design solutions. The project developed my ability to analyze, visualize, and justify design decisions, while demonstrating the vital importance of consistently prioritizing the user’s perspective throughout the entire design journey.
If I were to undertake this project again, I would want to further develop the prototype by focusing more on the visual aesthetic, as well as enhancing the interactions through continuous user testing.