Role
Senior UI Designer
Scope
UI Design, Motion & Animation
Impact
Significant contribution to an award-winning interface
Date
Fy19

Problem

In Q2 of 2019, WWE relaunched its On Demand video service across responsive web, mobile app, and television platforms. The platform offers live wrestling events alongside an extensive archive of past shows. Designing a cohesive experience across three fundamentally different platforms posed a significant challenge. Each device presented unique user behaviours, interaction modes, UI and UX patterns and different viewing distances. Tight deadlines required streamlined collaboration and rigorous file management while pushing creative boundaries – meanwhile the use of a white-labelled streaming platform introduced technical limitations necessitating regular validation sessions. With a vast library of existing media assets and promotional creatives, new designs had to accommodate legacy content while adhering to new visual standards.

Approach

To drive consistency and efficiency, I developed a shared UI component library for app and web platforms, introducing workflows to ensure all validated components were fed back into the library on a daily basis by supporting designers. I maintained consistent naming conventions aligned with tokens in the codebase, supporting clear developer handoff. To aid implementation, I produced animated interactions illustrating key behaviours, including micro-interactions for favourites, volume control, desktop hovers, and system notifications. I created a universal asset aspect ratio guide to support consistent media presentation across all placements. To enhance visual appeal and user engagement, I frequently challenged existing wireframes, advocating for stronger design impact by introducing colour coding to improve the scannability of wrestlers in the browsing experience.

Value delivered

I played a key role in the delivery of a responsive, cross-platform component library that unified the mobile app, web, and TV experiences. The final product featured a visually rich and intuitive interface that improved content discoverability and user engagement. Comprehensive documentation and animated specs supported seamless development and helped ensure design intent was preserved in the final implementation. The solution included a range of robust interface patterns, from dropdown menus and listing views to card layouts, overlays, and metadata-rich detail pages. Through close collaboration with the UX Lead, two supporting UI Designers, and the Product Owner, the team delivered an award-winning product that significantly elevated WWE’s digital experience.
🏆 Awards & Nominations

SportsPro OTT Awards Award

  • Award: Platform of the Year
  • Year: 2020
  • Details: WWE Network was honored as Platform of the Year at the SportsPro OTT Awards, surpassing competitors like FloSports and the Olympic Channel. (wwe.com)

Cynopsis Best of the Best Awards

  • Award: Best SVOD Services
  • Year: 2021
  • Details: WWE Network received the Best SVOD Services award, highlighting its excellence in subscription video-on-demand services.

Hashtag Sports Awards

  • Award: Best OTT or Streaming Experience
  • Year: 2020
  • Details: Recognized for delivering a fresh take on sports coverage and a high-quality user experience, WWE Network won Best OTT or Streaming Experience. (411mania.com, wwe.com)

Sports Business Awards

  • Nomination: Best in Digital Sports Media
  • Year: 2021
  • Details: WWE Network was nominated for Best in Digital Sports Media, acknowledging its impact in the digital sports media landscape. (wwe.com)

Cynopsis Sports Media Awards

  • Award: Over the Top (OTT) Content Service
  • Year: 2021
  • Details: WWE Network secured the award for Over the Top (OTT) Content Service, recognising its outstanding OTT content offerings. (wwe.com)

Motion design

Exec playback of design specs