Crave
Crave is Canada’s premium on-demand subscription streaming service, offering exclusive access to content from HBO, Showtime, and Starz, along with a vast library of blockbuster movies and TV shows.
01
The Problem
As Crave's content library expanded, it became clear that the product needed to be optimized for web, app, and 10-foot platforms. The existing site was outdated, with a design that lacked modern aesthetics and intuitive navigation. Users struggled to find content easily due to poor usability and subpar functionality.
Moreover, Crave’s video player posed significant challenges, with missing basic features and an inefficient layout, further frustrating users and negatively impacting the brand's reputation. Consistent feedback highlighted widespread dissatisfaction, underscoring the urgent need for a comprehensive overhaul to improve the platform’s design, functionality, and overall user experience.
02
Objectives
Overhaul Crave's platform to support its growing content library and provide an optimized experience across web, app, and 10-foot platforms.
Modernize the outdated design to improve aesthetics and navigation, addressing usability issues that made content discovery challenging for users.
Enhance the video player which lacked essential features and had an inefficient layout that frustrated users and harmed brand reputation.
03
Solution
The platform was completely reimagined by restructuring its information architecture, adding new features, and upgrading the user interface to enhance how users interact with Crave. With minimalist typography and a subtle use of brand colors, we created a design that lets content take center stage through large, full-width images. The result is a clean, consistent, and content-driven experience that naturally invites users to explore.
Key issues were also addressed with the video player, making it more intuitive and functional for a smoother, more enjoyable viewing experience. Now, users can easily browse the catalogue, add titles to their Watchlist, pick up where they left off with Continue Watching, and even download select content to watch offline. Additionally, live streams of 8 linear TV channels are now accessible directly from the platform, further expanding Crave’s offerings.
04
My Role
I worked with a cross functional design/development team and played a central role in redesigning the user interface, focusing on minimalist typography and the thoughtful use of brand colors to create a clean, modern look that puts Crave’s content front and center.
I prioritized accessibility in my design approach, ensuring inclusivity for all Crave base and premium product users.
I led the building the Crave design system, establishing core elements such as color, typography, grids, and patterns, from atomic to page designs. I actively contributed to innovation through participation in hackathons, swiftly developing new ideas and crafting hypotheses for long-term product advancement.
05
Result
The user flow highlights the different pathways a user can take when trying to navigate Huzl app. The app employs a simple and straightforward navigation system that allows users to move effortlessly between different sections and features, ensuring a smooth and enjoyable user experience.
The comprehensive redesign aimed to elevate both functionality and user experience, creating an intuitive, seamless platform that could better engage and satisfy Crave’s expanding audience.