A redesign to reduce churn and refocus on what hayu does best – reality on demand.
The problem
hayu is a subscription-based global video streaming service that offers exclusive access to American reality TV in more than 10 countries outside the US. Despite a strong first two years, hayu found that many users only watched a few flagship shows and a significant number would leave the service rather than watch something new.
The approach
The project was split up into two phases. The first was a 6-week discovery where initial prototypes were tested with users which uncovered great insight and validated design decisions. The second was a 14-week delivery phase where designs were refined and documented alongside a development team.
Our focus areas when approaching the design was to reduce the number of unnecessary features, ensure the full catalogue was displayed, keep user interest by driving them to hot new content and focusing on what hayu do best - reality tv on demand.
A key destination for content discovery
Our objective was to make the homepage a key destination for content discovery. With catchy editorial titles and curated sections which show the depth of content as well as injecting some sassy brand personality.
We used show imagery rather than episodic imagery as users were able to identify shows easier.
Useful metadata and signposting allowed users to quickly make decisions without committing to another page.
Depending on the users' subscription status the homepage would adapt to show relevant information.
Binge worthy TV
An experience that delivers on its key promise to be the go-to for great reality shows. Audiences can seamlessly pick up where they left off, jump from show to show, easily discover and explore the hayu catalogue with a bit of sassy editorial along the way.
Showtime
Our objective was to make the homepage a key destination for content discovery. With catchy editorial titles and curated sections which shows the depth of content as well as injecting some sassy brand personality.
Unique brand, bold application
hayu has a unique brand that separates it from other streaming services. It was important to capture this across Web, iOS and Android devices in a considered approach, ensuring native patterns were used correctly without compromising the design.
We worked closely with a development team producing a lean design system and guidelines to ensure the product was built smartly and efficiently.
