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Design

NBC/ TELEMUNDO: LIVE TV INTEGRATION

Enhancing the Mobile Experience for Local Viewers

Media

Digital

PROBLEM

NBC’s local news apps, including Telemundo, didn’t support in-app Live TV. Users were redirected to the NBC Entertainment app—causing frustration, drop-off, and lost revenue.

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MY ROLE

I was the sole designer on a lean team. I led research, UX, prototyping, visual design, user testing, and developer handoff.

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CONTEXT

Product: NBC-owned local news apps (NBC + Telemundo)

Goal: Add seamless in-app Live TV streaming

Constraints: No research team, limited data, and fixed ad placement zones

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PROCESS

1. Data-informed direction

Partnered with the social team to build personas based on top markets. Found users spent over an hour watching live streams and frequently used the TV schedule—so I designed around those behaviors.

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Design Highlights

• Introduced and tested calls to action across high-traffic pages without disrupting existing content

• Prioritized quick access to top TV providers and built predictive search for long-tail options

• Designed a step-by-step login flow to reduce confusion and support accessibility

• Added clear, lightweight visual cues to guide users through streaming and sign-in decisions

• Integrated the TV schedule into the streaming experience to increase engagement and ease of use

• Created a theater-style viewing environment optimized for longer sessions, with caption support built in

‍

MY ROLE

I was the sole designer on a lean team. I led research, UX, prototyping, visual design, user testing, and developer handoff.

CONTEXT

Product: NBC-owned local news apps (NBC + Telemundo)

Goal: Add seamless in-app Live TV streaming

Constraints: No research team, limited data, and fixed ad placement zones

‍

IMPACT

Though numbers weren’t shared, I was told directly:

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See all
Design

NBC/ TELEMUNDO: LIVE TV INTEGRATION

Enhancing the Mobile Experience for Local Viewers

Media

Digital

PROBLEM

NBC’s local news apps, including Telemundo, didn’t support in-app Live TV. Users were redirected to the NBC Entertainment app—causing frustration, drop-off, and lost revenue.

‍

MY ROLE

I was the sole designer on a lean team. I led research, UX, prototyping, visual design, user testing, and developer handoff.

‍

CONTEXT

Product: NBC-owned local news apps (NBC + Telemundo)

Goal: Add seamless in-app Live TV streaming

Constraints: No research team, limited data, and fixed ad placement zones

‍

PROCESS

1. Data-informed direction

Partnered with the social team to build personas based on top markets. Found users spent over an hour watching live streams and frequently used the TV schedule—so I designed around those behaviors.

‍

See all
Design

NBC/ TELEMUNDO: LIVE TV INTEGRATION

Enhancing the Mobile Experience for Local Viewers

Media

Digital

PROBLEM

NBC’s local news apps, including Telemundo, didn’t support in-app Live TV. Users were redirected to the NBC Entertainment app—causing frustration, drop-off, and lost revenue.

‍

Jason Nocito via GQ Sports

MY ROLE

I was the sole designer on a lean team. I led research, UX, prototyping, visual design, user testing, and developer handoff.

‍

CONTEXT

Product: NBC-owned local news apps (NBC + Telemundo)

Goal: Add seamless in-app Live TV streaming

Constraints: No research team, limited data, and fixed ad placement zones

‍

PROCESS

1. Data-informed direction

Partnered with the social team to build personas based on top markets. Found users spent over an hour watching live streams and frequently used the TV schedule—so I designed around those behaviors.

‍

See all
Design

NBC/ TELEMUNDO: LIVE TV INTEGRATION

Enhancing the Mobile Experience for Local Viewers

Media

Digital

PROBLEM

NBC’s local news apps, including Telemundo, didn’t support in-app Live TV. Users were redirected to the NBC Entertainment app—causing frustration, drop-off, and lost revenue.

‍


Redirecting at the point of engagement led to user drop-off and lost value.
‍

MY ROLE

I was the sole designer on a lean team. I led research, UX, prototyping, visual design, user testing, and developer handoff.

‍

CONTEXT

Product: NBC-owned local news apps (NBC + Telemundo)

Goal: Add seamless in-app Live TV streaming

Constraints: No research team, limited data, and fixed ad placement zones

‍

PROCESS

1. Data-informed direction

Partnered with the social team to build personas based on top markets. Found users spent over an hour watching live streams and frequently used the TV schedule—so I designed around those behaviors.

‍


Grounded design in real viewer behaviors—using personas built from social insights across key markets.
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Translated viewing patterns into a full-screen, schedule-integrated layout tailored for long sessions.

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2. Realistic prototyping + testing

Typical prototyping tools weren’t enough to simulate the login flow. I used a more advanced tool to model provider search, authentication, and stream start. Tested and iterated across internal departments.

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Built and tested for real-world behavior—like users entering the wrong credentials.

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3. Branding meets usability

Worked with marketing and on-air teams to transform heavy broadcast assets into scalable, mobile-friendly visuals. Used universal icons and clear language to support both English and Spanish-speaking users.

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Original on-air graphics were built for broadcast—not optimized for digital or mobile environments.

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Redesigned visual elements to strike a balance—preserving brand identity while improving scalability and usability across digital platforms.
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Extended the system to Telemundo using inclusive iconography and a layout that worked seamlessly across both languages and audiences.

‍

Design Highlights

• Introduced and tested calls to action across high-traffic pages without disrupting existing content

• Prioritized quick access to top TV providers and built predictive search for long-tail options

• Designed a step-by-step login flow to reduce confusion and support accessibility

• Added clear, lightweight visual cues to guide users through streaming and sign-in decisions

• Integrated the TV schedule into the streaming experience to increase engagement and ease of use

• Created a theater-style viewing environment optimized for longer sessions, with caption support built in

‍


Tested lightweight header CTAs across screen sizes to promote Live TV without disrupting content flow.


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Designed contextual CTAs that blended with the platform’s UI—resulting in higher visibility without being mistaken for ads.


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Optimized provider selection with quick-tap defaults and predictive search to streamline the login experience.


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Designed around third-party login flows to set user expectations before handing off to external systems.


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During commercial breaks, the schedule automatically expanded—using shadow and scroll cues to keep users engaged without manual interaction.


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Introduced a theater-style layout post-authentication to shift users into a dedicated streaming mode, designed for long-form content.


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Balanced business needs by clearly separating third-party on-demand content from our in-app clips—using layout and iconography to set user expectations.

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IMPACT

Though numbers weren’t shared, I was told directly:

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"Can’t share the numbers—but let’s just say streams, impressions, and revenue all moved in the right direction.”

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We didn’t get hard numbers—but the feedback was clear: streams, impressions, and revenue all went up.

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We also elevated our design maturity:
• Brought user testing into the team’s process
• Created reusable personas
• Improved cross-team collaboration
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What I'd Improve

On mobile, we launched before fully understanding how live TV commercials would impact our layout. Because ads can’t run during a commercial break, the reserved ad space often appeared as a large, empty area. We solved this later during the tablet phase by dynamically adjusting the layout—but in hindsight, I would’ve pushed to explore that solution earlier in the mobile flow.

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Initial mobile layout didn’t account for live TV ad conflicts—leaving a blank space where an ad would’ve been. This was later addressed in the tablet phase with a more adaptive layout.

See all
Design

NBC/ TELEMUNDO: LIVE TV INTEGRATION

Enhancing the Mobile Experience for Local Viewers

Media

Digital

PROBLEM

NBC’s local news apps, including Telemundo, didn’t support in-app Live TV. Users were redirected to the NBC Entertainment app—causing frustration, drop-off, and lost revenue.

‍

MY ROLE

I was the sole designer on a lean team. I led research, UX, prototyping, visual design, user testing, and developer handoff.

‍

CONTEXT

Product: NBC-owned local news apps (NBC + Telemundo)

Goal: Add seamless in-app Live TV streaming

Constraints: No research team, limited data, and fixed ad placement zones

‍

PROCESS

1. Data-informed direction

Partnered with the social team to build personas based on top markets. Found users spent over an hour watching live streams and frequently used the TV schedule—so I designed around those behaviors.

‍