The Vision: Reimagining Channel 4

Role: Senior Product Designer (TV Specialist)

Focus: Experience Strategy, UI Design, Motion Design, Prototyping

The Brief: Channel 4 had just launched its bold, quirky "Altogether Different" rebrand. However, our streaming apps felt static, utilitarian, and disconnected from this new energy. My task was to ignore technical constraints and define the "North Star" for the future of streaming.

The Challenge: A Sea of Sameness

The streaming market is crowded and uniform. While global competitors built functional, homogenous interfaces, Channel 4 risked getting lost in a "sea of sameness." Our user research showed that without a clear identity, the digital platform was seen as an "Ambiguous Figure" compared to the "Parental Pillars" like Netflix.

The Goal: Translate the daring, mischievous "Altogether Different" masterbrand into a digital product relevant for the next 3-5 years. This "North Star" vision would later steer our Request for Proposal, to select a new technology partner capable of delivering our distinct ambition.

The Strategy: Weaving in Distinction

Through a series of cross-functional sprint cycles, we explored how a masterbrand toolkit, originally designed for linear TV, could be reimagined for digital products.

My strategy was grounded in the Brand Triangle, ensuring every decision aligned with our core ambition: to create a destination valued for its unique voice, rather than just another utility content library.

Leveraging my expertise in Connected TV experiences, I explored how to weave in distinction without breaking established norms of TV usability. I explored how linear assets, like on-air interstitials, tone of voice, and static endboards, could be transformed into functional UI components.

To validate this strategy, I led the design of high-fidelity motion prototypes. This process codified our vision into four high-level experience principles that would later steer the future build.

1. Lead the way

The Concept: Channel 4 is a pioneering force. Utilising our brand assets, tone of voice and motion we guide users through immersive and interconnected digital spaces.

The Execution: The Channel 4 logo is the navigator, always leading the viewer. Whether scrolling a rail or transitioning between pages, the '4' physically pulls the interface forward while content slices snap into position alongside it.

2. Feel familiar yet distinct

The Concept: We embraced the patterns users know and love to ensure an effortless experience, whilst finding opportunities to remain "Distinctly 4".

The Execution: I took the standard horisontal content rail and injected the brand’s "Gradient Worlds" into the background. This isn't just decoration, it’s a signal. The vibrant gradient highlights when a collection is curated by a real human at Channel 4, instantly distinguishing our editorial voice from the algorithms.

3. Be engaging and discoverable

The Concept: Content is at the heart of everything we do. We strive to create an engaging user experience that also prioritises and elevates discovery.

The Execution: I focused on increasing the likelihood of serendipitous discovery. The video shows the "End of Playback" experience where the interface anticipates the user's desire for more, seamlessly sliding in a recommendation to keep the viewing session alive.

4. Be worth it

The Concept: We continuously strive to exceed user expectations while maximising the platform's potential for revenue generation.

The Execution: This was about boldly promoting Channel 4+ (our ad-free tier) without blocking the primary task. The video demonstrates a premium integration that sits naturally within the content hierarchy, visible enough to drive conversion, but passive enough to respect the free user.

The Impact: More Than Just a Concept

This work served a purpose greater than just pretty visuals. These high-fidelity prototypes became a strategic tool that defined our technology roadmap.

Steering the Technology Partnership: We used this vision to drive our Request for Proposal process. Rather than relying on a text-based brief, we used these prototypes to challenge potential technology partners. This "North Star" helped us filter out vendors and identify a partner truly capable of delivering on our vision.
Validated the Direction: We took these concepts into user testing to validate our strategic divergence from industry norms. This allowed us to prove our thinking with real users before cementing these decisions into the Design System that was to follow.
The Bridge to Reality: This vision paved the way for the major transformation programme. It proved that a streaming app could feel as distinct as the channel itself, directly leading to my transition into the Head of UX role to oversee its delivery.