Year
2015
My Role
Strategy, Research, Interaction Design, Visual Design
U-verse Next Generation TV Concept
This project explored modernizing AT&T U-verse’s consumer experience to align with FCC requirements and evaluate its future alongside the DirecTV merger. The initiative delivered a reimagined interface, strategic recommendations, and a vision for next-generation content delivery.
Challenge
As part of an FCC mandate, AT&T needed to evaluate whether to modernize its U-verse platform or proceed with the DirecTV merger. The existing U-verse interface faced significant challenges, including outdated design, fragmented content experiences, and a lack of integration with emerging streaming platforms.
The project required delivering a future-proofed consumer-facing solution that balanced user needs, business goals, and regulatory compliance, all while addressing growing competition from streaming services.
Solution
To address the challenge, I collaborated with the design agency Method to reimagine the U-verse experience. The solution focused on a next-generation interface designed around modern content consumption behaviors, such as personalized recommendations, seamless integration of live TV and streaming services, and simplified navigation.
Approach
My approach began with extensive research into consumer behaviors, content consumption trends, and competitive analysis. I collaborated closely with Method to identify key pain points, including outdated navigation, fragmented content delivery, and limited personalization. Using these insights, I defined core design principles focused on a content-first, cloud-based platform with seamless integration of live TV and streaming services.
The project followed a two-phase process:
Envisioning the future of U-verse with conceptual models and prototypes.
Designing a fully realized user interface, supported by a roadmap for implementation.
Through iterative exploration, I delivered strategic recommendations and prototypes that addressed business goals, user needs, and regulatory requirements.
Outcome
The project successfully delivered a forward-looking vision for AT&T U-verse, addressing both consumer needs and regulatory requirements. The reimagined user interface introduced streamlined content discovery, enhanced personalization, and seamless integration of live TV and streaming platforms. By focusing on a content-first approach and leveraging cloud-based architecture, the redesign positioned U-verse as a modern, competitive platform in the rapidly evolving entertainment landscape.
Deliverables included detailed prototypes, strategic recommendations, and a comprehensive roadmap for future development. These outcomes empowered AT&T to make informed decisions regarding the U-verse platform’s modernization and its potential role alongside the DirecTV merger. The project not only met the FCC’s compliance mandate but also laid the groundwork for AT&T to adapt to shifting consumer expectations and solidify its position as an industry leader in content delivery.
