MSNBC.com “Watch” experience
MSNBC has the strength of its cable audience, of which a very small fraction consume the majority of total viewing time. It was also a brand with consistent viewership that didn’t have a dedicated digital space for video. This product release aligned with the launch of an online-only channel, “shift by MSNBC,” and created a logical home for all available video content, including livestreams and archives.
We identified the pain points in our audience’s journey, especially narrowing in on the persona who brought us the most value: the news enthusiast.
I focused on how the platform could be flexible to context and environment by building three different view modes, whether the focus is live commenting or lean-back consumption on all possible devices.