The Challenge

CBS All Access (now Paramount+) needed to find new ways to reach users and expand engagement beyond traditional viewing. To address this challenge, CBS Hack Day 2019 tasked participants with exploring innovative user interaction opportunities. Our team's solution – a smartwatch application – aimed to increase accessibility and drive deeper engagement by enabling content browsing, watchlist curation, and seamless content launch from a wrist-worn device.

My Role & Approach

As Product Owner, Creative Director and Product Designer, I led the feature design process for the CBS All Access smartwatch application pitch, focused on quickly translating the problem – expanding accessibility and engagement – into a functional prototype within the 24-hour Hackathon timeframe.

• Discovery: Rapidly validated the need for a streamlined “Watch Later” experience through brief stakeholder interviews and observations.
• Design: Created intuitive flows allowing quick “Add to Watch Later” directly from content cards, prioritizing ease of use.
• Testing: Validated discoverability and clarity through rapid usability sessions with internal users.
• Iteration: Refined iconography and microcopy to align with user mental models, maintaining brand consistency.

The Solution

Our solution centered on two key features: a prominent ‘Watch Later’ action directly on content cards and a centralized list accessible across Apple TV, iPhone, and iPad. This ensures effortless content saving and discovery across devices. Key aspects of the solution include:

• Cross-Device Synchronization: Saved content is instantly available on all connected devices.
• Smart Device Integration: Remote control functionality enhance watch to TV usability.
• Personalized Experience: Premium subscribers can download content for offline viewing.
• Episode Alerts: Watch notifications keep users informed about new episodes available, ensuring they never miss out on their favorite shows.

Impact

The ‘Watch Later’ solution has already made a significant impact. Our team of four members impressed a panel of CBS Interactive executives with a working prototype, earning us second place in the internal innovation competition. The real win, however, was securing a spot on the next quarter’s roadmap – a testament to the solution’s potential to boost user engagement and retention. This rapid adoption highlights the team's ability to deliver impactful features and underscores the solution’s key role in the future of CBS All Access.

Reflection

The 24-hour timeframe presented unique challenges, demanding a level of intensity and collaboration that pushed our team to its limits. While the compressed timeline meant we had to make some tough decisions, it also fostered a culture of rapid problem-solving and creative adaptation. We’re proud of the working prototype we delivered and the positive feedback received. This project highlighted the value of small but impactful features, and we believe that future iterations could be significantly enhanced by personalized recommendations based on Watch Later lists. We’d be eager to explore those possibilities and continue refining the user experience.