Year
2023
Client
Paramount
Category
Product Design
Product Duration
4 months
Problem
Paramount sought to simplify its technology stack by integrating Pluto TV with the UK’s My5 network. While the goal was to bring more free content to UK audiences, the team lacked clarity on how UK viewing habits, expectations, and cultural nuances might differ from other markets. Without this understanding, the risk was delivering an experience that failed to resonate with the UK audience.
Method
To address this gap, I conducted in-depth interviews with users across the UK. These sessions focused on:
Viewing patterns (linear vs. on-demand consumption)
Device and platform usage
Content discovery habits
Expectations of free ad-supported TV
The approach allowed me to uncover not just what users were doing, but also why they engaged with streaming services the way they did.
Findings
The research revealed usage patterns specific to the UK market, including:
A stronger emphasis on live/linear programming than anticipated.
A desire for seamless access to diverse libraries without needing multiple apps.
Frustration with fragmented tech stacks and repetitive sign-in processes.
These insights highlighted the need for an integration strategy that emphasized simplicity, fluid navigation, and a content-forward approach.
Impact
The findings shaped design and product decisions for the Pluto TV + My5 integration, ensuring the solution was not just technically streamlined for Paramount but also user-centered for UK audiences. The research provided evidence for prioritizing features that reduced friction, simplified access, and aligned with regional content expectations — ultimately positioning the integration to deliver more value to viewers while advancing Paramount’s global strategy.
Objective
Building on the research insights, the next step was to translate user needs into clear design directions. The challenge was to explore layout solutions that balanced Paramount’s technical goals with UK audience preferences for simplicity and seamless access to content.
Process
I created a series of low-fidelity wireframes to visualize potential streaming layouts. Each option emphasized different aspects of the experience, such as:
Content-first views highlighting live channels and on-demand libraries.
Simplified navigation structures to reduce friction in switching between Pluto TV and My5 content.
Hybrid layouts that balanced live and on-demand viewing, reflecting UK users’ mixed consumption habits.
These wireframes were presented to stakeholders as distinct design directions rather than single solutions. This approach encouraged collaborative discussion and allowed stakeholders to weigh trade-offs early in the process.
UI Design Process
The UI design phase focused on creating a seamless and compliant experience for UK audiences while maintaining consistency with Pluto TV’s global design system. I designed components tailored to UK-specific regulations (such as accessibility standards and content labeling requirements), ensuring the product met legal and cultural expectations.
To support a wide range of viewing contexts, I built responsive layouts and interaction patterns across multiple devices and breakpoints, from mobile to connected TVs. A key part of this work was reconciling the existing My5 interface conventions with the Pluto TV design system, aligning visual styles, typography, and interaction models without compromising user familiarity.
Throughout the process, I explored multiple interaction patterns and edge cases, such as authentication flows, playback continuity, and ad-supported content transitions. This iterative approach allowed me to anticipate friction points and refine solutions that balanced business requirements with user needs.
The result was a robust UI framework that honored UK market nuances while reinforcing Pluto TV’s global design identity.
Impact
The integration of Pluto TV with My5 successfully delivered measurable results in the UK market. Following launch, usage of Pluto TV increased by 30% and registrations grew by 54%, signaling strong audience adoption and validating the design decisions made during research and development.
This success was the result of a highly collaborative effort. The project brought together product, engineering, marketing, and the full design team, with each discipline contributing critical expertise. By grounding decisions in user insights and aligning cross-functional priorities, we ensured the final experience not only met business goals but also resonated with UK audiences.
The outcome demonstrated the power of a unified design approach — one that simplified Paramount’s tech stack, expanded content availability, and strengthened Pluto TV’s presence in a key international market.
