IPTV is Verizon’s modernized and revamped Video on Demand service. While working on this project, my team and I not only updated the visuals and usability of the system, but also introduced new functions to bring VoD services back into the playing field of entertainment.

My role

I worked very closely with other designers and information architects to clean up and ideate on a new VoD structure. Some of my contributions include the implementation of user profiles, dynamic backgrounds based on time of day/weather, and an improved way to create playlists.

After the initial ideation, I also worked very closely with the product, development, and research teams to make sure that the ideas we had were feasible, as well as actually helpful for customers. We ran many user testing sessions, and the design team frequently observed them to get direct feedback.

challenges & constraints

Many of the challenges presented were in the initial phases of architecture change. There were various ways we wanted to reduce the navigation steps, and while the genres or categories were malleable, the information we had to present was very rigid. For example, there were numerous conversations to cut back on the number of tags or banners that appeared over movie posters, so that it wouldn’t overwhelm viewers.

All the while, Netflix and other online subscription services were becoming more and more popular, so we had to not only implement attractive features and pricing, but also work to get the product out fast.

The Solution

Completely reorganize the information architecture from the top down so that it makes sense to the user, instead of shuffling the categorization that already existed.

We also introduced 3-day playback as a base functionality, so that users could view what they wanted without having to DVR it. Information was presented in a seamless manner, so that you could easily look into the new actor in the movie you just watched, and watch their other films right away.