A New TV Experience for a Leading Asian Telco
Shaping content personalisation and discovery for both streaming-native expectations and viewers who've never left linear TV — and laying the groundwork for a shared experience across TV, app, and web.
This is an ongoing project. What you'll find below is a brief sharing on landscape research and design approach.
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Role
Lead designer. Design system, information architecture, competitor research, interaction design, prototyping.
Timeline
2026 – Ongoing
Figuring out the landscape
I did a deep dive into major streaming platforms to find out the why's behind their design, interaction, personalization, and navigation patterns, not just what they looked like on the surface.
Streaming apps have shifted the mental model for "how TV should work". This deep dive helped us understand:
What market parity looks like for Singtel TV
What audiences already expect from a TV experience
For each platform, I catalogued their core flows and features, then looked specifically at two things: how they personalise content, and effective interaction design.
Figuring out the landscape
I did a deep dive into major streaming platforms to find out the why's behind their design, interaction, personalization, and navigation patterns, not just what they looked like on the surface.
Streaming apps have shifted the mental model for "how TV should work". This deep dive helped us understand:
What market parity looks like for Singtel TV
What audiences already expect from a TV experience
For each platform, I catalogued their core flows and features, then looked specifically at two things: how they personalise content, and effective interaction design.
My approach
I looked for the intersection between what competitors do well, what our solutions vendor can achieve, and what viewers actually need in the moment.
Design decisions had to sit at the overlap of five things:
Competitor baseline experience
Vendor solution capabilities
Content team needs
Business goals
What a viewer is looking for in each moment of watching TV
Working flow: I’ve been leading discussions on every screen and flow using wireframes and competitor references, and actively involving the people closest to the problem — live TV and streaming content owners, plus business stakeholders — in the room together, from the start.
The three underlying principles that every solution had to address was: personalisation, discovery, and being content-agnostic.
My approach
I looked for the intersection between what competitors do well, what our solutions vendor can achieve, and what viewers actually need in the moment.
Design decisions had to sit at the overlap of five things:
Competitor baseline experience
Vendor solution capabilities
Content team needs
Business goals
What a viewer is looking for in each moment of watching TV
Working flow: I’ve been leading discussions on every screen and flow using wireframes and competitor references, and actively involving the people closest to the problem — live TV and streaming content owners, plus business stakeholders — in the room together, from the start.
The three underlying principles that every solution had to address was: personalisation, discovery, and being content-agnostic.
Designing for TV
Designing for every single moment: the smallest unit where a viewer has a distinct goal, and the interface has a distinct job to do in response
The common thread is that clutter on a TV at a distance, with a remote, becomes a navigation problem. Everything a viewer sees at each moment should relate to what they're focused on, so they can get there with the remote without thinking.
This applies at every zoom level. A page like Home has one job: get users to personalized content. But that same logic has to hold at the level of a single moment on screen — what's focused, what's secondary, what's just a hint.
An example in practice: Content browsing.
When a title is in focus, it gets the full treatment, for example: genre, year, summary, duration. Everything else on screen stays reduced to just a title and maybe, genre. The job of the unfocused items is to signal "there's more here" and do just enough to invite exploration.
Designing for TV
Designing for every single moment: the smallest unit where a viewer has a distinct goal, and the interface has a distinct job to do in response
The common thread is that clutter on a TV at a distance, with a remote, becomes a navigation problem. Everything a viewer sees at each moment should relate to what they're focused on, so they can get there with the remote without thinking.
This applies at every zoom level. A page like Home has one job: get users to personalized content. But that same logic has to hold at the level of a single moment on screen — what's focused, what's secondary, what's just a hint.
An example in practice: Content browsing.
When a title is in focus, it gets the full treatment, for example: genre, year, summary, duration. Everything else on screen stays reduced to just a title and maybe, genre. The job of the unfocused items is to signal "there's more here" and do just enough to invite exploration.
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Designing for Scale at Singtel.com
Next project
Designing for Scale at Singtel.com
Next project
Designing for Scale at Singtel.com