Set the sports experience vision
Defined how users could discover, plan, watch and return to live sport within a broader entertainment service.
Warner Bros. Discovery · Consumer product leadership
Designing the sports experience for HBO Max.
I owned the end-to-end UX direction for the sports lens—from research and domain modelling to live viewing, subscription and pay-per-view journeys.
Leadership mandate
From an ambiguous opportunity to a coherent sports product.
Sports introduced a different set of behaviours and commercial pressures from on-demand entertainment: rights were fragmented, schedules mattered, metadata changed in real time and the value of an event could peak within minutes.
I drove the research process and requirements, translated insight into product direction, and connected information architecture, taxonomy, live-player logic and purchase journeys into one end-to-end experience. I also managed and supported designers across concurrent streaming workstreams, using critique and cross-functional reviews to maintain quality.
Led research synthesis
Connected qualitative behaviour, survey evidence, product goals and commercial requirements to design priorities.
Modelled the domain
Created an architecture for sports, competitions, leagues, teams, players, matches and changing event states.
Stayed close to craft
Translated direction into journeys, player concepts, reusable components, artwork guidance and implementation decisions.
Research and requirements
Understanding what makes sports viewing different.
Research showed that sports audiences frequently crossed services because coverage was fragmented. The significance of a game shaped behaviour: viewers planned around major events, searched across channels, watched with heightened attention and looked for commentary, highlights or the next fixture afterwards.
I used these patterns to define requirements for event discovery, scheduling, metadata, access states, live viewing and post-event continuation—keeping user needs and commercial goals connected from the start.
Information architecture and taxonomy
Creating a sports model the product could scale.
A conventional content catalogue could not express the relationships and changing states that matter in sport. I defined a dedicated sports taxonomy and refined metadata so the experience could distinguish live, upcoming and on-demand content while connecting events to competitions, teams and players.
That structure made the experience easier to browse for users and more practical for product, content and engineering teams to operate across different rights packages and sports.
SportCompetitionLeagueTeamPlayerMatch or event
End-to-end journey
Designing before, during and after the event.
The product direction treated sports as a connected lifecycle rather than a single player screen. Each stage created a clear user job and an opportunity to strengthen retention, subscription value or conversion.
Browse
Find sports, leagues, teams, live events and highlights through a dedicated lens and relevant rails.
Plan
Understand start times, access requirements and availability, then schedule or save what matters.
Watch
Enter a live player with event status, tracking, sharing and pathways between concurrent games.
Return
Move into replays, highlights, related stories and the next relevant event without losing momentum.
Product direction and craft
A sports destination designed for discovery and conversion.
The sports hub brought live and upcoming events, leagues, highlights and editorial content into a clear visual hierarchy. Access states and upgrade prompts were integrated into the experience so monetisation felt connected to the event viewers wanted to watch.
The direction balanced the energy of live sport with a systematic content model that could support different leagues, territories and devices.
One sports proposition, designed across every screen.
The final direction preserved the same live-event priority, subscription messaging and content hierarchy from desktop to tablet and mobile—adapting density and interaction without diluting the proposition.
Design system and production quality
Turning the model into reusable product patterns.
I defined how event states and sports metadata should appear across tiles, heroes, content-detail pages and themed rails, then connected the UI rules to responsive artwork requirements. This reduced ambiguity between design, content operations and engineering while protecting quality across devices.
Live viewing and monetisation
Connecting the moment of intent to access and revenue.
The product work extended from discovery into the live player and commercial journeys around it: event timelines, concurrent-game navigation, sharing, subscription upgrades and pay-per-view checkout. Exploratory concepts such as multimatch viewing were clearly separated from production-ready flows and used to align future direction.
Player and delivery
Live event logic
Translated requirements into player flows, timeline markers and connected-TV interaction options.
Commercial journey
Upsell and purchase
Connected sports intent to subscription, plan-change and pay-per-view checkout journeys.
MVP exploration
Multiview and multimatch
Explored lightweight ways to move between concurrent games and camera feeds within the player.
From event intent to a confirmed purchase.
The commercial experience made access requirements visible at the moment they mattered. Event detail states supported immediate viewing, stream choice or pay-per-view purchase, while confirmation closed the loop with a clear record of access.
Planning and ownership beyond the transaction.
Event-detail and My List patterns helped viewers plan around future fixtures, return to saved sport and recognise their access status. Purchase confirmation reinforced trust after checkout.
Design leadership
Direction, alignment and quality across disciplines.
My contribution was both strategic and hands-on: creating a shared product model, guiding designers through critique, and helping product, research, content and engineering make decisions against the same user and commercial outcomes.
Turned research and requirements into a clear sports vision, priorities and end-to-end product logic.
Used workshops, journey maps, prototypes and reviews to resolve ambiguity across product, content and engineering.
Stayed close to interaction and visual detail while coaching designers and protecting consistency across platforms.
Impact
Sports became a clearer product and commercial proposition.
The work established a coherent foundation for sports discovery, live viewing and monetisation while demonstrating how evidence-led design could support both audience value and revenue.
- Helped strengthen sports upsell by connecting high-intent events with clearer access and upgrade pathways.
- Contributed to increased sports subscriptions through a more visible and coherent sports proposition.
- Supported increased pay-per-view revenue through clearer purchase and checkout journeys.
- Created a reusable sports taxonomy, metadata model and component logic that reduced ambiguity across teams.
- The sports experience received positive media feedback, reinforcing the relevance and clarity of the direction.
Commercial impact is described qualitatively because exact performance figures are confidential.
UX/UI Design Manager • Streaming platforms • HBO Max / discovery+
Overview
At Warner Bros. Discovery, I led UX/UI design across high-profile streaming products and digital experiences, including HBO Max and discovery+. My role combined team leadership, product thinking and hands-on design direction across complex, fast-moving platforms serving large and diverse audiences. Working across multiple brands, stakeholders and delivery teams, I helped shape user experiences that balanced customer needs, business priorities and technical constraints. A core part of my focus was building stronger design processes, improving collaboration across disciplines and raising the quality and consistency of work across the portfolio.
Responsibilities
- Leading UX/UI design across streaming products and customer journeys for Warner Bros. Discovery brands, including HBO Max and discovery+.
- Managing and supporting designers across multiple workstreams, helping teams deliver high-quality experiences at pace.
- Partnering closely with product managers, engineers, researchers and business stakeholders to define priorities and shape roadmaps.
- Overseeing end-to-end design work across discovery, ideation, wireframing, prototyping, testing and delivery.
- Bringing greater structure and consistency to ways of working through critique, design reviews, team rituals and improved collaboration models.
- Helping teams make more informed decisions by connecting research, usability feedback and performance insights back into design.
- Ensuring experiences met high standards for usability, accessibility, visual quality and brand consistency across platforms.
- Supporting strategic design conversations and helping translate complex requirements into clear, actionable experience direction.
Role
UX/UI Design Manager
Platform
Streaming platforms
Brand
Warner Bros. Discovery / HBO Max / discovery+
Year
2020 – 2023
Outcomes
- Led and supported teams delivering user-centred experiences across major streaming brands in a highly visible, fast-paced product environment.
- Improved collaboration across product, design and engineering by introducing clearer ways of working, stronger communication and more effective review processes.
- Helped raise the quality and consistency of design output across multiple initiatives, journeys and touchpoints.
- Strengthened the role of UX within the organisation by combining customer insight, product thinking and strong stakeholder engagement.
- Supported a more mature design culture through coaching, team development and a greater focus on design quality, process and impact.
Design Leadership Warner Bros. Discovery
- Directed UX/UI work across large-scale entertainment platforms with multiple brands, audiences and business needs.
- Helped teams navigate complexity across content discovery, browsing, subscription journeys and customer-facing product experiences.
- Balanced user expectations, commercial priorities and technical realities to deliver practical, high-quality solutions.
- Managed and mentored designers across a range of projects and levels of experience.
- Introduced more effective critique, feedback and collaboration practices to improve quality and team confidence.
- Helped create a stronger team culture centred on clarity, support, ownership and continuous improvement.
- Encouraged teams to use research, testing and behavioural insight to inform design decisions.
- Helped embed a more thoughtful and iterative design process, with learning and optimisation built into delivery.
- Supported a stronger link between design output, customer experience and product performance.
- Worked closely with product, engineering and research partners to align around goals, priorities and constraints.
- Helped teams move faster and with greater confidence through better planning, clearer decision making and more collaborative working relationships.
- Brought structure and design leadership to initiatives that required coordination across multiple stakeholders and moving parts.
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