Designing for
Streaming Growth.

Viaplay/Viafree

Experience Design Lead

My role

I led the design of Viafree’s new sports experience, aimed at giving enthusiasts access to the latest and most relevant sports news in an engaging, story-driven format with fewer distractions.

The work spanned multiple platforms - iOS, Android, web, and big-screen experiences like Apple TV - ensuring a consistent and seamless journey for users regardless of device. By reducing ad clutter and focusing on storytelling, the design delivered a cleaner, more immersive experience that increased engagement and made it easier for fans to stay connected to the sports they love.

LEAD DESIGNER

RESEARCH LED

PROTOTYPING

CONCEPT

DISCOVERY

VISUAL DESIGN

MULTIPLE PLATFORMS

PRODUCT DELIVERY

EXPERIENCE VISION

HANDS-ON

Opportunities

Delightful Experience Around Sports News & Clips

How might we design a sports experience that feels more immersive and story-driven than traditional news feeds?

Delightful Experience Around Sports News & Clips

How might we design a sports experience that feels more immersive and story-driven than traditional news feeds?

Long-Form

How might we highlight short clips in a way that excites fans while naturally leading them into long-form content?

Long-Form

How might we highlight short clips in a way that excites fans while naturally leading them into long-form content?

Multiple Platforms

How might we create a consistent and seamless sports experience across iOS, Android, web, and big-screen devices?

Latest News

How might we design the experience so it feels alive and always fresh with the latest highlights?

Latest News

How might we design the experience so it feels alive and always fresh with the latest highlights?

Personalization & Relevance

How might we deliver the most relevant sports news feed for each fan, based on their interests and habits?

Personalization & Relevance

How might we deliver the most relevant sports news feed for each fan, based on their interests and habits?

Seamless Video Streaming

How might we make the video experience feel premium and distraction-free, despite being ad-supported?

Prototyping a New
Sports Streaming Service.

Approach

Discovery & Insights

Research sports fans’ viewing habits across short-form highlights vs. long-form matches. Map the multi-device journey (mobile on the go, web at work, TV at home).

Discovery & Insights

Research sports fans’ viewing habits across short-form highlights vs. long-form matches. Map the multi-device journey (mobile on the go, web at work, TV at home).

Experience Vision & Strategy

Define principles for the new sports experience: immersive, distraction-free, story-driven, seamless across devices. Align stakeholders on goals: increase engagement, promote long-form viewing, build personalization.

Concept Development & Prototyping

Explore multiple feed concepts (personalized, editorially curated, hybrid). Prototype cross-device navigation flows, testing for consistency + native patterns (e.g., swipe on mobile, remote on Apple TV). Explore how to embed ads with reduced clutter, ensuring monetization while keeping immersion.

Concept Development & Prototyping

Seamless Video Streaming

Collaborate with engineering to ensure fast load times and smooth playback across devices. Design transitions from clips to long-form viewing that feel natural and engaging. Gather analytics and qualitative feedback to measure engagement and optimize. Continuously refine the balance between clips, ads, and long-form experiences. Explore ad timing and reduced clutter, ensuring monetization while keeping immersion.

Impact and Outcomes

Stronger Conversion to Long-Form Content

Designed smooth transitions from highlights to Live matches and documentaries, making long-form feel like a natural next step. Generating higher clip-to-long-form conversion rate, supporting business growth.

Stronger Conversion to Long-Form Content

Seamless Multi-Platform Experience

Delivered a consistent sports journey across iOS, Android, web, and Apple TV. Interaction patterns felt native to each device but unified under one brand experience. Resulting in that users could pick up where they left off across platforms, driving loyalty.

Seamless Multi-Platform Experience

Smarter Personalization & Discovery

Explored concepts to ensured each user saw the sports they cared about most. Balanced personalization with curated highlights for discovery of new teams and stories.

Smarter Personalization & Discovery

Explored concepts to ensured each user saw the sports they cared about most. Balanced personalization with curated highlights for discovery of new teams and stories.

Premium Streaming Experience

Great collaboration with engineering to ensure fast load times and smooth playback. Improved transitions and micro-interactions made streaming feel polished and premium.

Premium Streaming Experience

Great collaboration with engineering to ensure fast load times and smooth playback. Improved transitions and micro-interactions made streaming feel polished and premium.