PRODUCT

TV APP

SKILLS

INTERACTION DESIGN, CONTENT DESIGN, MOTION DESIGN, DESIGN SYSTEM, DESIGN THINKING

TOOLSET: FIGMA, FIGJAM & ADOBE XD

TIMELINE

Q2 2025

Peacock is NBCUniversal's streaming service home to blockbuster movies, hit shows, live sports and breaking news - all in one place. Available on a range of platforms including web, mobile, consoles and television, it serves millions of daily users every day across the United States.

I took on this amazing challenge to rethink the Peacock experience—making it easier to navigate and enjoy and a more a centered approach to the content people care about most.

What started as a personal initiative has grown into a thoughtful vision for how Peacock's digital experience could evolve—offering a strong foundation to inspire iterative improvements with clarity and focus.

Peacock is NBCUniversal's streaming service, home to blockbuster movies, hit shows, live sports and breaking news — all in one place. Available on a range of platforms—including web, mobile, consoles and television, it serves millions of users daily across the United States.

I took on this exciting challenge to rethink the Peacock experience—making it easier to navigate and enjoy, with a more human-centred approach to the content people care about most.

What started as a personal initiative has grown into a thoughtful vision for how Peacock's digital experience could evolve,offering a strong foundation to inspire iterative improvements with clarity and focus.

Peacock is NBCUniversal's streaming service home to blockbuster movies, hit shows, live sports and breaking news - all in one place. Available on a range of platforms including web, mobile, consoles and television, it serves millions of daily users every day across the United States.

I took on this amazing challenge to rethink the Peacock experience—making it easier to navigate and enjoy and a more a centered approach to the content people care about most.

What started as a personal initiative has grown into a thoughtful vision for how Peacock's digital experience could evolve—offering a strong foundation to inspire iterative improvements with clarity and focus.

Peacock is NBCUniversal's streaming service, home to blockbuster movies, hit shows, live sports and breaking news — all in one place. Available on a range of platforms—including web, mobile, consoles and television, it serves millions of users daily across the United States.

I took on this exciting challenge to rethink the Peacock experience—making it easier to navigate and enjoy, with a more human-centred approach to the content people care about most.

What started as a personal initiative has grown into a thoughtful vision for how Peacock's digital experience could evolve,offering a strong foundation to inspire iterative improvements with clarity and focus.

Peacock TV

Television design

Prototyping & animation

Content logic

User research & testing

Project Responsibilities

Despite serving 41 million paid subscribers—84% of whom are on ad-supported plans, Peacock captures just 1% of the market share of Subscription Video on Demand (SVOD) and only accounts for 1.4% of TV streaming time. This suggests that Peacock is not capturing subscriber attention efficiently as its competitors, despite its large customer base. According to The Verge, users experience "terrible search functionality," and "counterintuitive content design," and advertisements appearing on "ad-free plans." Users may be facing difficulty in discovering content, which can hinder engagement and reduce advert revenue growth.

Problem Space

Project Goal

Design and deliver a prototype redesign of Peacock TV app that lets users discover, navigate, and start streaming content seamlessly within four clicks while adhering UX design principles.

Process

Understanding the needs of user segments

Peacock has two main user segments: ad-supported subscribers and ad-free subscribers. Ad-supported subscribers do not have the desire to see constant adverts, however, they are willing to stream content with short adverts. Ad-free subscribers do not wish to see any form of advertisement whatsoever, they wish stream on-demand content without distraction or interruption. Peacock has stated that "Premium Plus" customers will see adverts on Peacock channels, live events and a "few TV shows and movies" even though they are "ad-free". Phoebe is a Premium Plus customer and has a frustration of adverts "interrupting the viewing experience".

Testing with users

I designed low-fi and hi-fi solutions to be tested by sample users for improvements on an iterative basis. I conducted usability testing sessions and silently observed users, alerting them that it is a prototype, and not the finished product.

Phoebe navigates Peacock with the intent to find fast entertainment based on personal recommendations without frustration.

Meet Phoebe: a confident user passionate about intuitive streaming

Meet Phoebe: a confident user passionate about intuitive streaming

Phoebe navigates Peacock with the intent to find fast entertainment based on personal recommendations without frustration.

Disclaimer: This is a non-commercial prototype created for demonstration and portfolio purposes only. All movie scenes content (The Dark Knight and The Godfather) belongs to its respective copyright owners and content was used under the fair dealing (UK) and fair use (U.S). No affiliation or endorsement is implied.

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Peacock TV