CTV OS Platform Design

Concept Development

This project was a short, two-month discovery and proof of concept focused on designing a Connected TV (CTV) operating system that enhances how viewers discover and engage with streaming content across multiple platforms. The goal was to create an open, intuitive experience where users could easily navigate content from different services in one place, rather than being restricted to siloed ecosystems.

The platform also aimed to improve the ad experience, making it more relevant and less disruptive, while providing content providers with better monetization opportunities.

This exploration helped validate key UX concepts and provided a clear direction for potential future development.

Key Contributions

• Designed the user interface to make content discovery and navigation seamless.
• Researched viewer behavior to inform a personalized recommendation system.
• Built wireframes and prototypes to test and refine key features.
• Collaborated with product and engineering teams to align the design with business and technical goals.
• Conducted usability testing to improve the overall user experience.