Spectrum TV Home
ROLE
Cross Platform Strategist & Product Designer
DATE
SERVICES
TEAM
about.
Spectrum TV is a live and on-demand streaming service from Charter Spectrum, serving 26+ million customers across the U.S.
I worked on this project as the Lead UX Designer, responsible for service design, information architecture, curation strategy, and remote interaction mapping. My role was to redefine the Home experience as a discovery-first system—one that unified Live and On Demand content and helped users move confidently from browsing to playback.
Usage data revealed a clear opportunity: Home was not helping users build viewing momentum. Instead, users were disengaging early or getting stuck in passive browsing. This made Home the highest-leverage surface for improving engagement, retention, and long-term value.
challenge.
The challenge was not designing a new screen—it was designing a discovery system that reduced friction, improved time-to-play, and scaled across content types, platforms, and future personalization models.
Key signals highlighted the problem:
71% of users tuned away within the first 5 minutes of app use
61% of users browsing On Demand never started playback
Users who engaged with both Live and VOD showed significantly lower churn than those who didn’t
We observed that:
Users relied heavily on the Guide, increasing navigation fatigue
Discovery was fragmented across Live, On Demand, and DVR
Browsing often failed to convert into watching
Designing a solution required solving several interconnected challenges:
Navigation/IA & Remote Mapping
Repositioned Home as the central hub using a hub-and-spoke model, anchoring navigation without disrupting Guide, VOD, or DVR behaviors.User Intent & Journeys
Defined core discovery journeys—returning to known content, finding high-value moments quickly, and discovering something new—optimizing for momentum over exhaustive choice.Content Strategy & Recommendations
Partnered with Product and Data to align recommendation tactics to user intent, prioritizing high-performing signals like Recently Watched and Just For You over volume.Curation & System Rules
Established a tiered curation model and blending rules for Live, VOD, and DVR, enabling scale without relying on one-off layouts.MVP Scope & Constraints
Made deliberate MVP tradeoffs with Engineering to ship high-impact components early without blocking on full personalization infrastructure.
result.
The redesigned Home launched as a discovery-first experience that transformed Home from a passive landing page into an active viewing service.
Impact included:
Reduced friction between browsing and playback, improving time-to-play
Increased clarity and confidence in content discovery
Greater exposure to high-value and promotional content
Stronger engagement across Live and On Demand, supporting lower churn
A scalable Home framework built on reusable components, curation tiers, and system rules
Most importantly, Home became a foundation that could evolve alongside Spectrum’s content strategy and personalization roadmap, rather than needing to be reinvented each time priorities changed.
What did I learn?
Discovery is a service, not a surface
Curation is as much systems design as UI design
Clear information architecture and decision rules enable scale, speed, and consistency
