Warner Music -
Reimagine the Music OTT Experience for Superfans
Warner Music -
Reimagine the Music OTT Experience for Superfans
Warner Music -
Reimagine the Music OTT Experience for Superfans
Designing the OTT Vision
Warner Music Experience challenged us to envision a lean, branded OTT concept: a living-room hub for exclusive music-video premieres, discovery, and commerce. In just two weeks, we sketched flows, defined content strategy, and built a high-fidelity TV prototype to demonstrate how superfans could engage on their big screens.
My Role
As the UX Designer and prototyper, I owned the IA, wireframing and prototyping for a TV-first OTT app, driving rapid feedback loops to refine every screen under a ten-day deadline.
Timeline
2-Week Pitch (2022)
My Role
UX/UI Design & Prototyper
Skills
Product Strategy
UX & UI Design
Information Architecture
Rapid Prototyping
Visual Design
Team
Neil Stoeckle, August Kreowski, Jake Pomper, Nadia Sko
Designing the OTT Vision
Warner Music Experience challenged us to envision a lean, branded OTT concept: a living-room hub for exclusive music-video premieres, discovery, and commerce. In just two weeks, we sketched flows, defined content strategy, and built a high-fidelity TV prototype to demonstrate how superfans could engage on their big screens.
My Role
As the UX Designer and prototyper, I owned the IA, wireframing and prototyping for a TV-first OTT app, driving rapid feedback loops to refine every screen under a ten-day deadline.
Timeline
2-Week Pitch (2022)
My Role
UX/UI Design & Prototyper
Skills
Product Strategy
UX & UI Design
Information Architecture
Rapid Prototyping
Visual Design
Team
Neil Stoeckle, August Kreowski, Jake Pomper, Nadia Sko
Designing the OTT Vision
Warner Music Experience challenged us to envision a lean, branded OTT concept: a living-room hub for exclusive music-video premieres, discovery, and commerce. In just two weeks, we sketched flows, defined content strategy, and built a high-fidelity TV prototype to demonstrate how superfans could engage on their big screens.
My Role
As the UX Designer and prototyper, I owned the IA, wireframing and prototyping for a TV-first OTT app, driving rapid feedback loops to refine every screen under a ten-day deadline.
Timeline
2-Week Pitch (2022)
My Role
UX/UI Design & Prototyper
Skills
Product Strategy
UX & UI Design
Information Architecture
Rapid Prototyping
Visual Design
Team
Neil Stoeckle, August Kreowski, Jake Pomper, Nadia Sko
Challenge
One-Stop Exclusive Content Hub
Tasked with creating WMX’s flagship OTT channel, we must design a TV-first app that unifies Warner Music Group’s entire video catalog into a single, easy-to-use destination across all major streaming devices, enables a seamless one-time login, delivers exclusive premieres to drive subscription growth, and lays a modular foundation for future long-form, curated and original programming.
Challenge
One-Stop Exclusive Content Hub
Tasked with creating WMX’s flagship OTT channel, we must design a TV-first app that unifies Warner Music Group’s entire video catalog into a single, easy-to-use destination across all major streaming devices, enables a seamless one-time login, delivers exclusive premieres to drive subscription growth, and lays a modular foundation for future long-form, curated and original programming.
Challenge
One-Stop Exclusive Content Hub
Tasked with creating WMX’s flagship OTT channel, we must design a TV-first app that unifies Warner Music Group’s entire video catalog into a single, easy-to-use destination across all major streaming devices, enables a seamless one-time login, delivers exclusive premieres to drive subscription growth, and lays a modular foundation for future long-form, curated and original programming.
Insights
Insights
Insights
Key Insights Shaping the Concept
We conducted extensive competitive audit, industry research and internal surveys to distill the brief into fan-centric needs. These synthesized findings then shaped the key insights that guided our design concept.
Superfan Insights
01
VIP Exclusivity
Superfans crave behind-the-scenes access and first-look premieres.
01
Account Status Confusion
Users were unsure of their current balance or payment status, delaying payment initiations by an average of 2.7 days.
01
Account Status Confusion
Users were unsure of their current balance or payment status, delaying payment initiations by an average of 2.7 days.
01
Account Status Confusion
Users were unsure of their current balance or payment status, delaying payment initiations by an average of 2.7 days.
02
Broadcast Urgency
Highlighting live or time-sensitive drops drives engagement spikes.
02
High Drop-off in Core Tasks
Essential tasks were frequently abandoned mid-flow due to poor navigation and clarity.
02
High Drop-off in Core Tasks
Essential tasks were frequently abandoned mid-flow due to poor navigation and clarity.
02
High Drop-off in Core Tasks
Essential tasks were frequently abandoned mid-flow due to poor navigation and clarity.
03
Artist Universes
Framing content around artist “planets” makes discovery intuitive and story-driven.
03
Lack of System Feedback
Users received little to no confirmation or status updates during key tasks, leading to uncertainty and repeated actions.
03
Lack of System Feedback
Users received little to no confirmation or status updates during key tasks, leading to uncertainty and repeated actions.
03
Lack of System Feedback
Users received little to no confirmation or status updates during key tasks, leading to uncertainty and repeated actions.
Opportunity
Opportunity
Opportunity
How might we design a TV-optimized music-video OTT experience, packed with VIP exclusives, personalized discovery, and embedded commerce for superfans?
Process
Best-in-Class Research
We mapped out leading OTT and music-video platforms to extract best practices in content hierarchy and remote navigation.
Quick Sketching & Defining IA in Phases
Through rapid sketching and IA workshops, we validated core user journeys for onboarding, discovery, playback and commerce, ensuring a lean MVP that scales into rich future phases.
Modularized Design From the Beginning
We distilled our patterns into a cohesive set of modular components to ccelerate prototyping and underpin growth.
Best-in-Class Research
We mapped out leading OTT and music-video platforms to extract best practices in content hierarchy and remote navigation.
Quick Sketching & Define IA in Phases
Through rapid sketching and IA workshops, we validated core user journeys for onboarding, discovery, playback and commerce, ensuring a lean MVP that scales into rich future phases.
Modularized Design From the Beginning
We distilled our patterns into a cohesive set of modular components to ccelerate prototyping and underpin growth.
Best-in-Class Research
We mapped out leading OTT and music-video platforms to extract best practices in content hierarchy and remote navigation.
Quick Sketching & Defining IA in Phases
Through rapid sketching and IA workshops, we validated core user journeys for onboarding, discovery, playback and commerce, ensuring a lean MVP that scales into rich future phases.
Modularized Design From the Beginning
We distilled our patterns into a cohesive set of modular components to ccelerate prototyping and underpin growth.
Solution Showcase
Solution - 01
Solution - 01
Solution - 01
Build the Future Music Fan Experience
Personalized Exclusives
The Home screen puts your top artists front and center, kicking off with an immersive hero from a followed artist and instantly surfacing upcoming live shows and curated mixes. Crisp artwork, clear labels and remote-optimized focus states ensure this tailored OTT hub feels both VIP and intuitive, combining personal taste with premiere content in one seamless scroll.
Personalized Exclusives
The Home screen puts your top artists front and center, kicking off with an immersive hero from a followed artist and instantly surfacing upcoming live shows and curated mixes. Crisp artwork, clear labels and remote-optimized focus states ensure this tailored OTT hub feels both VIP and intuitive, combining personal taste with premiere content in one seamless scroll.
Personalized Exclusives
The Home screen puts your top artists front and center, kicking off with an immersive hero from a followed artist and instantly surfacing upcoming live shows and curated mixes. Crisp artwork, clear labels and remote-optimized focus states ensure this tailored OTT hub feels both VIP and intuitive, combining personal taste with premiere content in one seamless scroll.
Deep Dive & Direct-to-Fan Commerce
The artist page immerses superfans in the act’s world, spotlighting top videos, live-show countdowns and exclusive interview clips for authentic insider access. A streamlined merch shelf at the bottom then turns that engagement into direct-to-fan sales, keeping viewers captivated and ready to buy without ever leaving the TV screen.
Deep Dive & Direct-to-Fan Commerce
The artist page immerses superfans in the act’s world, spotlighting top videos, live-show countdowns and exclusive interview clips for authentic insider access. A streamlined merch shelf at the bottom then turns that engagement into direct-to-fan sales, keeping viewers captivated and ready to buy without ever leaving the TV screen.
Deep Dive & Direct-to-Fan Commerce
The artist page immerses superfans in the act’s world, spotlighting top videos, live-show countdowns and exclusive interview clips for authentic insider access. A streamlined merch shelf at the bottom then turns that engagement into direct-to-fan sales, keeping viewers captivated and ready to buy without ever leaving the TV screen.
Shop without Missing a Beat
Inside the video player, you can shop products like tour tickets, merch and exclusive drops, all tied directly to on-screen moments. By embedding commerce where excitement peaks, we keep viewers engaged in the content while empowering them to buy instantly, turning every favorite scene into a direct-to-fan opportunity.
Shop without Missing a Beat
Inside the video player, you can shop products like tour tickets, merch and exclusive drops, all tied directly to on-screen moments. By embedding commerce where excitement peaks, we keep viewers engaged in the content while empowering them to buy instantly, turning every favorite scene into a direct-to-fan opportunity.
Shop without Missing a Beat
Inside the video player, you can shop products like tour tickets, merch and exclusive drops, all tied directly to on-screen moments. By embedding commerce where excitement peaks, we keep viewers engaged in the content while empowering them to buy instantly, turning every favorite scene into a direct-to-fan opportunity.
Tune to Earn
After a video ends, fans land on a post-play screen that not only counts down to the next stream and suggests curated picks, but centers a clear progress bar tracking minutes until their next VIP reward. By gamifying watch time and showing progress to exclusive perks, we keep superfans motivated to stay tuned, deepening engagement and reinforcing subscription value.
Tune to Earn
After a video ends, fans land on a post-play screen that not only counts down to the next stream and suggests curated picks, but centers a clear progress bar tracking minutes until their next VIP reward. By gamifying watch time and showing progress to exclusive perks, we keep superfans motivated to stay tuned, deepening engagement and reinforcing subscription value.
Tune to Earn
After a video ends, fans land on a post-play screen that not only counts down to the next stream and suggests curated picks, but centers a clear progress bar tracking minutes until their next VIP reward. By gamifying watch time and showing progress to exclusive perks, we keep superfans motivated to stay tuned, deepening engagement and reinforcing subscription value.
Reflecting on TV-First Design
Designing for a ten-foot, remote-controlled environment sharpened my focus on clear hierarchy, oversized tap targets, and shallow menu depth. Under a ten-day deadline, ruthless prioritization—90-minute ideation sprints, immediate prototype reviews, and streamlined stakeholder feedback—enabled us to deliver a compelling OTT concept. This sprint deepened my expertise in TV-specific UX patterns and proved that a focused, high-velocity process can yield striking results in a compressed timeframe.
Reflecting on TV-First Design
Designing for a ten-foot, remote-controlled environment sharpened my focus on clear hierarchy, oversized tap targets, and shallow menu depth. Under a ten-day deadline, ruthless prioritization—90-minute ideation sprints, immediate prototype reviews, and streamlined stakeholder feedback—enabled us to deliver a compelling OTT concept. This sprint deepened my expertise in TV-specific UX patterns and proved that a focused, high-velocity process can yield striking results in a compressed timeframe.
Reflecting on TV-First Design
Designing for a ten-foot, remote-controlled environment sharpened my focus on clear hierarchy, oversized tap targets, and shallow menu depth. Under a ten-day deadline, ruthless prioritization—90-minute ideation sprints, immediate prototype reviews, and streamlined stakeholder feedback—enabled us to deliver a compelling OTT concept. This sprint deepened my expertise in TV-specific UX patterns and proved that a focused, high-velocity process can yield striking results in a compressed timeframe.
