Scope: Design Leadership (Team of 2 UX/UI Designers), Multi-Platform Architecture, Product Strategy
Tools: Figma, Cross-Platform System Mapping, Editorial Workflows
Platform: Web, Mobile, Connected TV / Living Room Experience

Results:  achieved 100% platform independence, eliminating vendor api overhead, driving a 400% increase in video plays, and unlocking $1m+ in net-new revenue through custom ctv ad units and ad-supported subscription tiers.

The Story Beyond the Screen

For a historic news organization, video shouldn't just sit in a passive player frame—it should feel like an organic extension of journalism. The existing streaming setup was fragmented across disparate third-party tools, creating editorial roadblocks behind the scenes and a disconnected experience for viewers. The challenge was to transform video from an isolated media asset into a cohesive layer of editorial storytelling across Web, Mobile, and Living Room platforms.

Mapping the Interconnected Ecosystem

As Design Lead, I guided a team of two designers to architect a unified streaming ecosystem tailored around four distinct human needs: internal journalists publishing under tight deadlines, ad operations managing monetization, B2B syndication partners, and the everyday audience consuming news. To bridge these worlds, we designed a fluid cross-platform interface that respected each screen's context—from lean-forward desktop reading to lean-back living room viewing—while maintaining a single, elegant visual language.

Autonomy and Editorial Velocity

We replaced the fragmented patchwork with a custom, independent video architecture. The platform gave the newsroom complete control over media curation and inline video placement, while expanding distribution into new frontiers—including healthcare network partnerships with NantHealth. By grounding the system in editorial speed and seamless multi-device continuity, the overhaul delivered $1M in new revenue, boosted video plays by 400%, and achieved total platform independence for the newsroom.