Peacock - Joe Vu

Create the ultimate entertainment platform, where users experience the best of streaming combined with the best of TV.

More Info—

— Project/Agency: NBC Peacock at Elephant NY

— Role: Associate Creative Director, UI / Design Lead
— Team: Maria, Wojciech, Carlos, Elvani, Nicole, Jamilyn, Seonhwa, Hanyuan, Camila, Miyoung, Sonja, Blythe, Qiuyue, Elizabeth, Alison, Alex, Antoine, Felipe, Mike, Adam, Yul, Roque, Sook, Sid, Pablo, Gregoire
— Project Type: Product Design

—2020 to 2021

NBC Peacock App

—Disciplines

Product Design, Service Design, UI Design, User Experience

—Awards

Webby Shortlist, Apps: Best Streaming Service,  Best Visual Design Function, Best User Experience

—Insights

54M Subscribers To Date, $500M in Upfront Ad Spend, 1B Hours Spent Watching

See Live App

How do you enter the streaming wars as the last player in an already saturated market? Users were experiencing subscription fatigue and decision paralysis, spending an average of 10 minutes a day just trying to find something to watch. Enter Peacock—the Netflix alternative you've been waiting for. The first streaming service that’s as effortless as switching on the TV. We strived to create a unique experience that highlights NBC Universal's rich history spanning movies, TV, live events, linear channels and breaking news, all from scratch. As one of the hands-on leads at Elephant, I've ideated & concepted alongside a wide variety of talented cross-functional teams ranging from Motion, UX and Tech.

We wanted to create the first streaming service that’s as easy as watching TV, by utilizing a clean, user-forward interface, with minimal touches. Below is a mix of post-MVP vision examples.

While Browsing, there are small moments from the nav, the circular screen wipes, to the shrinking gradient circles—all of which pays homage to Peacock's circles in the logo, which is a riff of NBC's legacy logo.

We also considered how 'rails' are being shown to the user. The roundness of the each card, how large, the spacing, and how/where the type sits, give an overall super-friendly, tappable vibe. Some rail cards get special treatment, i.e, Live Sports or Exclusive Peacock Channels.

When selecting an item from the rail, this goes into the PDP, then a user can dive deeper into playlists, view cast members, and also see curated playlist items available.

Using the right amount of type heirarchy, color blocking and motion, the Channel Guide creates that same feeling of watching TV of year's past but bringing it to the modern streaming era.

Trending Tab shows what's currently popular in a fully immersive, linear, lazy-load-auto-play format.

Peacock App also carried onto the Mobile Experience