01. PROJECT SCOPE
Expanding into New Territory
NOVA Entertainment (NE) is expanding its player apps to Connected TV (CTV) to reach more listeners at home and deliver a seamless tuning experience. With TV streaming on the rise, this move keeps us accessible and relevant. Google/Android TV was the strategic choice for a fast market entry due to its broad reach and easy activation.
"There is Always a First Time"
"There is Always a First Time"
"There is Always a First Time"
Our scope was to design a MVP that enables users to effortlessly browse and listen to all NE radio stations. This was our team’s first experience designing for Connected TV, and we were excited to take the bid.
MVP
Registration and radio streaming as the core features and top priorities.
Platform
Google/Android TV as the launch platform due to its ease of activation and strong market reach.
Guideline
Android TV Guidelines to provide quick kick-off on designing for TV experiences.
Key Challenges
Remote Navigation
Unlike touchscreen navigation, TV interfaces rely on remote controls, which limits interaction complexity.
Remote Navigation
Unlike touchscreen navigation, TV interfaces rely on remote controls, which limits interaction complexity.
Content Discoverability
Users need to find their favorite stations quickly without tedious scrolling.
MVP Constraints
Focus on the essentials: browsing, selecting, and playing 22 radio stations across 4 NE brands.
03. MARKET RESEARCH
Understanding the Streaming Landscape
I explored various streaming apps, from major platforms to smaller ones, to understand TV navigation and best practice on layout.
Insight 01 - Big Screen Readability
CTV apps are viewed from a distance, clear, immersive visuals are essential. Appealing visual also play a key role in reinforcing brand recognition.
Insight 02 - Flat & Simple IA
Unlike a touchscreen, a TV controller has limited navigation. To enable effortless listening, it's essential to minimise clicks and reduce navigation depth.
Insight 01 - Big Screen Readability
CTV apps are viewed from a distance, clear, immersive visuals are essential. Appealing visual also play a key role in reinforcing brand recognition.
Insight 02 - Flat & Simple IA
Unlike a touchscreen, a TV controller has limited navigation. To enable effortless listening, it's essential to minimise clicks and reduce navigation depth.
Insight 01 -
Big Screen Readability
CTV apps are viewed from a distance, clear, immersive visuals are essential. Appealing visual also play a key role in reinforcing brand recognition.
Insight 02 - Flat & Simple IA
Unlike a touchscreen, a TV controller has limited navigation. To enable effortless listening, it's essential to minimise clicks and reduce navigation depth.
05. USER TESTING
Validation by Users
We brought in internal testers and mirrored high-fidelity prototypes on a TV screen to simulate the real viewing experience. While it wasn’t a 100% replica, the feedback we gathered was incredibly valuable in refining the experience before handing it off to the developer.
Area for Improvement
Lack of Indication: 2 out of 5 testers took a longer time to figure out how to switch stations.
Colour: 3 out of 5 testers found that highly saturated backgrounds, like red and blue (Star104.5 and Smooth FM), felt too bright and overwhelming in dark environments.
Area for Improvement
Lack of Indication: 2 out of 5 testers took a longer time to figure out how to switch stations.
Colour: 3 out of 5 testers found that highly saturated backgrounds, like red and blue (Star104.5 and Smooth FM), felt too bright and overwhelming in dark environments.
Iteration
TV screens have higher contrast than computer screens, making colors appear more saturated and vibrant. I defined a darker variation of colour for the red and blue background to achieve a better balance between brightness and saturation while aligning with the brand identity.
Add a play button on the station card when selected, making it clear and easy for users to start listening instantly.
Area for Improvement
Lack of Indication: 2 out of 5 testers took a longer time to figure out how to switch stations.
Colour: 3 out of 5 testers found that highly saturated backgrounds, like red and blue (Star104.5 and Smooth FM), felt too bright and overwhelming in dark environments.
Iteration
TV screens have higher contrast than computer screens, making colors appear more saturated and vibrant. I defined a darker variation of colour for the red and blue background to achieve a better balance between brightness and saturation while aligning with the brand identity.
Add a play button on the station card when selected, making it clear and easy for users to start listening instantly.
Iteration
TV screens have higher contrast than computer screens, making colors appear more saturated and vibrant. I defined a darker variation of colour for the red and blue background to achieve a better balance between brightness and saturation while aligning with the brand identity.
Add a play button on the station card when selected, making it clear and easy for users to start listening instantly.
07. REFLECTION & NEXT STEP
Lessons Learned & What’s Next?
Designing for TV was a completely new challenge, requiring a shift in mindset from mobile and web interactions to remote-based navigation and large-screen readability.
As the sole designer, I had to quickly adapt, relying on Android TV guidelines while collaborating closely with engineers to ensure a smooth user experience. Through this project, I honed my ability to balance simplicity and scalability, making sure the app could support multiple brands and future enhancements without overwhelming the user.
Looking ahead, there are several opportunities for improvement: syncing signup/login system + user preference could make content discovery faster. With user feedback still incoming, this MVP lays a solid foundation for future iterations, and I’m excited to see how the product evolves. 🚀
