Client: ITVX

A bold new landscape

ITV set forth an ambitious objective: to create a groundbreaking streaming service that consolidates their existing, fragmented services into a singular, cohesive experience. Facing a tight deadline of just a few months, I assumed the role of Senior Designer within an eight-member design team. Our primary mission was to seamlessly integrate ITVX's new branding into a digital environment, thereby connecting with current users while simultaneously attracting a new segment of streaming consumers.

Product design, Design system building

Introducing a bold, bright, and cinematic visual language that captivates and engages.

Crafting a design system rooted in flexibility, optimized for iterative testing and adaptation.

Innovating with unique features, ensuring users always discover something new to explore.

Discovery

The central objective was to launch a brand-new platform in time for the European Football Championship. With that in mind this platform needed to be developed swiftly, but it was imperative to also embody a fresh, innovative look and feel that aligned with the bold new direction ITV was embarking on.

Research

Given the pressing deadline and the specific demands of this project, we allocated less time to the research phase than usual. We conducted a focused analysis of ITV's competitors and delved into the existing ITV platform. This approach allowed us to quickly grasp the competitive landscape and pinpoint both the strengths and shortcomings of the current service.

Product models

We investigated three distinct product models: one that built on familiar concepts, another that embraced a conversational approach, and a third that prioritized channels and content. Ultimately, we selected the more familiar model, primarily because it aligned with the project's rapid delivery timeline.

Experience principles

Following a productive workshop with the ITV team, we established three guiding principles to act as guardrails, keeping us aligned with the project's objectives and mission.

Inspired by these principles, we crafted three distinct visual directions. With the brand's identity still under development by another agency, we had the rare opportunity to influence the digital expression of the brand's language.

01 A fresh landscape

Bold bright and solid forms break up rectangular shapes
to create a dynamic and distinct product

02 Bringing us together

Immersive artwork is thread together with a bold hyper yellow keyline

03 Guided by your moments

Content reactive user interface creates unexpected moments and a product that feels alive

Choosing a route

While stakeholders were enthusiastic about elements from all three routes the preferred direction would be route 2, with its bold cinematic use of imagery and the hyper yellow key line acting as a consistent thread throughout each digital platform.

After choosing a direction, we started building a design system. Our main challenge was to make a design language that worked consistently on TV, app, and web. We meticulously designed the grids and components to scale seamlessly across a diverse range of screen formats, sizes, and breakpoints all while strictly adhering to WCAG guidelines to guarantee accessibility.

Results

Just four months after going live, ITVX had delivered one billion streams and more than 2.7 billion one year later. Today, the service has over 40 million registered users. Moreover, 88% of viewers who watch a premier go on to watch other content, and 216 of ITVX’s programs have been watched by a million viewers or more.

Contact

Email: [email protected]
Instagram: @glenningdahl
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