Verizon TV "Entertainment Re-Imagined" - sizzle created
video credit: Freddie Almond, Alberto Braga
Bring app and web platforms together into a unified, seamless, hardware-aware experience aligned with Verizon’s key KPIs and product strategy.
Verizon is one of the biggest US companies that offer a vast range of products and services. This project focuses in on their TV product offering.
Specifically, on the mobile and web based products.
Verizon TV products include FCL (Fios Customer Launcher top box) - TV based experience, a web and mobile app experience, and an OTT box (streaming). All of these products are largely curated from a CMS called ‘Console’.
The mobile and web experiences were falling behind their TV counterpart, prompting a strategic shift to position the mobile app as a Fios TV companion - something that felt like a natural extension of the set-top box. At the same time, web and mobile were operating in silos, leading to inconsistencies across platforms.
Unifying the two platforms, while modernizing our design tools and systems. Migrating to Figma, rebuilding the design system, leveraging more the in-house CMS (Console) for scalability and consistency, and improving outdated workflows.
This had to happen alongside the demands
of a live product - delivering continuous UX refinements, driving user engagement, and shaping a long-term strategy that balanced immediate needs with future growth.
Additionally, managing a multi-timezone team across the US and UK, ensuring projects run smoothly and stay on track.
We successfully unified the mobile and web experiences, ensuring consistency across platforms, rebuild the design system for scalability and embedded accessibility into the workflow.
I successfully guided the transformation of the app into a true extension to the TV platform, optimizing it for seamless mobile use. On top of that, we laid down the vision and future proofed the product.
Orchestrated a system-wide evolution - transforming fragmented processes into a unified, scalable, and brand-aligned design framework that empowered faster innovation.
I led the migration, maintenance, and evolution of Verizon’s mobile design system, transitioning from Sketch to Figma while standardizing design operations across teams. By applying atomic design principles and implementing structured branching in Figma, I modernized version control, accelerated feature delivery, and aligned the system with Verizon’s new brand standards.
These initiatives significantly enhanced design velocity, improved cross-team collaboration, and ensured a seamless, high-quality user experience across all mobile products.
I initiated creation of a full, comprehensive repository using specialized matrices to track all component instances, driving consistency, accountability, and scalability.
We collaborated daily with developers and Verizon product owners to support, maintain, and deliver on evolving needs of a live, customer-facing product.
I mentored and provided design guidance to new hires and more junior members. Additionally, I onboarded the entire new U.S. team while collaborating across multiple time zones to maintain BAU operations (the company opened a new U.S. branch and added team members mid-project).
I was focusing on strengthening team capability, uphold design standards, and ensure consistent project delivery.
I established a strong partnership with Verizon’s Accessibility team, ensuring Fios TV (including web, app stream and TV) products met the highest accessibility standards. Worked on new features that enhanced the user experience or refined existing ones to be more inclusive and accommodating for all audiences.
I personally designed "My stuff" feature - giving users
a personalized space to curate and manage content.
It's successful launch, marked a major step toward deeper personalization and user engagement.
Consolidated previously scattered user-centric features - DVR management, purchases and rentals, downloads, watchlist - into one cohesive experience.
"My Stuff" replaced "Downloads" in the TLM based on user feedback, with Downloads now integrated into "My Stuff" for a more cohesive experience.
The new landing page features a clear hierarchy, prioritizing the most crucial feature - DVR management - aligning with one of Verizon's key USPs by enabling users to manage their recorded content on the go.
Essential information is available at a glance on landing page cards, enhancing both usability and user engagement.
In response to shifting viewer behaviour and evolving tastes, numerous streaming providers have recently unveiled redesigned experiences, adapting to the changing landscape of an industry that has significantly transformed over the past decade.
We decided to plan for the future of the Fios TV Mobile experience as well.
It's been motivated by a strategic vision to get to the forefront of the industry, meet the evolving user demands, and drive growth and customer satisfaction.
In 2023, we crafted a vision for the Future of Fios TV Mobile redesign, covering detailed research, UX/UI, and IA. This pro-active initiative has been successfully adopted into Verizon’s 2025 roadmap.
We underwent an extensive exploration of competitors in the video industry and beyond.
Researched the market and fined combed the biggest research studies on streaming/tv industry from the past few years.
We analyzed a repository of Verizon user testing and case studies. Organized extra live collaborative workshops to better understand
the modern-user's streaming needs.
Users are overwhelmed by the abundance of streaming options and content. Focusing on user-relevant content and simplifying high-impact features is essential.
Additionally, there is an increasing need for immersive technologies, such as generative AI, to enhance engagement and drive innovation.
We identified three core pillars of a video product: discovery, engagement, consumption. Also, applied three types of personas identified - a decisive, casual and spontaneous viewer.
Information architecture (IA) focused on enhancing engagement by prioritizing relevant, user-tailored content and embracing technological innovations.
Focusing on key engagement metrics - such as viewing time or interaction frequency - we can create a more cohesive and impactful user experience, ultimately driving higher retention and deeper user loyalty.
Streamlined, mobile-centric approach.
Design emphasizes visual simplicity to enhance discovery
and consumption of video content for mobile users.
The idea was to reimagine the Fios mobile experience as a seamless, personalized, single source for video content discovery and management.
Design of a unified structure and intuitive interface optimizes the user experience. Push underdeveloped features like - tv casting, transforming the mobile experience into a seamless extension of the TV.
Collaborated closely with developers and stakeholders on daily basis, integrating innovative features that enhanced user experience and drove business value. Through strategic leadership and hands-on execution,
I helped Verizon exceed user expectations, driving adoption and engagement across platforms.
We introduced features like “My Stuff”, consolidating scattered, user-curated elements like downloads, watchlists, and DVR into one cohesive space.
This work strengthened the current experience and set a vision for future growth, laying the foundation for evolving the Fios ecosystem and expanding mobile capabilities.