TOBY MARLOW

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Resumé

TOBY MARLOW

Linkedin / Contact

Resumé

TOBY MARLOW

Resumé

Linkedin / Contact

535% Surge in Viewer Engagement: Reimagining DIRECTV's Content Discovery Experience

535% Surge in Viewer Engagement: Reimagining DIRECTV's Content Discovery Experience

535% Surge in Viewer Engagement: Reimagining DIRECTV's Content Discovery Experience

DirecTV faced a critical challenge: despite offering extensive on-demand content, only 2.3% of viewers used it, with most seeing the platform as just traditional cable. I was lead Product Designer of YourTV, a personalized content discovery carousel that intelligently surfaces both live and on-demand programming based on viewing patterns. The result: a 535% increase in on-demand viewership and a fundamental shift in how users perceive and interact with DIRECTV's platform.

DirecTV faced a critical challenge: despite offering extensive on-demand content, only 2.3% of viewers used it, with most seeing the platform as just traditional cable. I was lead Product Designer of YourTV, a personalized content discovery carousel that intelligently surfaces both live and on-demand programming based on viewing patterns. The result: a 535% increase in on-demand viewership and a fundamental shift in how users perceive and interact with DIRECTV's platform.

DirecTV faced a critical challenge: despite offering extensive on-demand content, only 2.3% of viewers used it, with most seeing the platform as just traditional cable. I was lead Product Designer of YourTV, a personalized content discovery carousel that intelligently surfaces both live and on-demand programming based on viewing patterns. The result: a 535% increase in on-demand viewership and a fundamental shift in how users perceive and interact with DIRECTV's platform.

At a Glance

The Challenge: DirecTV's on-demand viewership languished at just 2.3%, with users viewing the platform primarily as a traditional cable provider rather than a hybrid streaming solution.


The Solution: A personalized "YourTV" carousel that intelligently surfaces both scheduled programming and on-demand content based on viewing patterns and preferences.

Impact Summary

+535%

Increase in on-demand program viewing (first 3 months).

76%

Of surveyed users found the new interface more appealing

64%

Praised the hero content feature video preview in the carousel

"Fresh" "Intuitive" "Accessible"

How users consistently described the experience

Impact Summary

+535%

Increase in on-demand program viewing (first 3 months).

+535%

Increase in on-demand program viewing (first 3 months).

76%

Of surveyed users found the new interface more appealing

76%

Of surveyed users found the new interface more appealing

64%

Praised the hero content feature video preview in the carousel

64%

Praised the hero content feature video preview in the carousel

"Fresh" "Intuitive" "Accessible"

How users consistently described the experience

"Fresh" "Intuitive" "Accessible"

How users consistently described the experience

Impact Summary

+535%

Increase in on-demand program viewing (first 3 months).

76%

Of surveyed users found the new interface more appealing

64%

Praised the hero content feature video preview in the carousel

"Fresh" "Intuitive" "Accessible"

How users consistently described the experience

The Problem

DIRECTV faced a perception problem. Despite offering a large library of on-demand content, users saw it primarily as a cable provider, putting it at a disadvantage against hybrid platforms like Hulu + Live TV and YouTube TV.

The core challenge was twofold:




  1. Shift entrenched users perceptions while showcasing DirecTV's full content ecosystem.

  2. Avoid alienating existing users who valued traditional cable offerings.

DIRECTV faced a perception problem. Despite offering a large library of on-demand content, users saw it primarily as a cable provider, putting it at a disadvantage against hybrid platforms like Hulu + Live TV and YouTube TV.

The core challenge was twofold:




Shift entrenched

  1. Shift entrenched user perceptions while showcasing DirecTV's full content ecosystem.
    



  2. Avoid alienating existing users who valued traditional cable offerings.

DIRECTV faced a perception problem. Despite offering a large library of on-demand content, users saw it primarily as a cable provider, putting it at a disadvantage against hybrid platforms like Hulu + Live TV and YouTube TV.

The core challenge was twofold:




Shift entrenched

  1. Shift entrenched user perceptions while showcasing DirecTV's full content ecosystem.
    



  2. Avoid alienating existing users who valued traditional cable offerings.

The old DIRECTV home screen experience fell flat - viewers rarely ventured past the first two rows of content. In fact, a measly 8% of users ever scrolled further down, leaving most shows and movies buried and unwatched in the interface.

The old DIRECTV home screen experience fell flat - viewers rarely ventured past the first two rows of content. In fact, a measly 8% of users ever scrolled further down, leaving most shows and movies buried and unwatched in the interface.

My Role

As Lead Product Designer, I owned:

  1. UX Strategy & Design for the new content discovery model


  2. Pin System Architecture - defining end-to-end logic from MVP to long-term vision.

  3. Carousel Requirements - establishing rules for live programs, linear TV, and on-demand content. 



  4. Cross-functional Alignment - with product goals and technical constraints.

Research & Discovery

Methodology: We conducted an in-depth diary study tracking viewing patterns across multiple households to validate our approach against real user behavior. Several insights emerged from this study:

  1. Consistent Daily Patterns: On average viewers watched 3-7 programs within a 24 hour period.

  2. Distinct Routines: Weekday and weekend viewing habits varied significantly, with sports content driving the biggest changes.

  3. Viewing Preferences: There was a clear distinction between program-specific and channel-based choices.

The Revelation: Initially conceived as a recommendation system, we discovered the real value was helping viewers plan their day around compatible programming, transforming the pin rack into a dynamic daily organizer.

A segment profile from our study illustrates a typical day in the life of a TV viewer. Most people tended to watch the same shows or channels out of habit, whether on weekdays or weekends.

A segment profile from our study illustrates a typical day in the life of a TV viewer. Most people tended to watch the same shows or channels out of habit, whether on weekdays or weekends.

Strategic Approach

The core framework: I developed a prioritization model mapping how users decide what to watch, considering:



  • Broadcast timing



  • Competing content



  • Individual viewing patterns



  • Both explicit behaviors (favoriting, liking) and implicit signals (watch history, recording frequency)


Four design pillars:

The core framework: I developed a prioritization model mapping how users decide what to watch, considering:



  • Broadcast timing



  • Competing content



  • Individual viewing patterns



  • Both explicit behaviors (favoriting, liking) and implicit signals (watch history, recording frequency)


Four design pillars:

The core framework: I developed a prioritization model mapping how users decide what to watch, considering:



  • Broadcast timing



  • Competing content



  • Individual viewing patterns



  • Both explicit behaviors (favoriting, liking) and implicit signals (watch history, recording frequency)


Four design pillars:

Explicit Actions

When viewers tell us what they want (likes, favorite channels, team follows)

Explicit Actions

When viewers tell us what they want (likes, favorite channels, team follows)

Implicit actions

When habits do the talking. Viewing history, recording patterns, watch duration

Implicit actions

When habits do the talking. Viewing history, recording patterns, watch duration

High-Value Suggestions

Smart recommendations based on proven preferences

High-Value Suggestions

Smart recommendations based on proven preferences

Wild Cards

Variety through suggestions slightly outside usual preferences

Wild Cards

Variety through suggestions slightly outside usual preferences

Explicit Actions

When viewers tell us what they want (likes, favorite channels, team follows)

Explicit Actions

When viewers tell us what they want (likes, favorite channels, team follows)

High-Value Suggestions

Smart recommendations based on proven preferences

High-Value Suggestions

Smart recommendations based on proven preferences

Wild Cards

Variety through suggestions slightly outside usual preferences

Wild Cards

Variety through suggestions slightly outside usual preferences

Implicit actions

When habits do the talking. Viewing history, recording patterns, watch duration

Implicit actions

When habits do the talking. Viewing history, recording patterns, watch duration

Key Innovations

👤 Personalized Discovery Engine

  • Dynamic pin system learning from every viewing session.

  • Smart content prioritization based on recent channels and favorite teams.

  • Contextual recommendations tailored to what the viewer is currently watching (tuned to baseball game → see other MLB games)

👤 Personalized Discovery Engine

  • Dynamic pin system learning from every viewing session.

  • Smart content prioritization based on recent channels and favorite teams.

  • Contextual recommendations tailored to current viewing (watch baseball → see other MLB games)

Pin suggestion logic matures over time, delivering high value programs to viewers each day. At the start of a membership lifecycle all pins represent nationally popular channels.

Pin suggestion logic matures over time, delivering high value programs to viewers each day. At the start of a membership lifecycle all pins represent nationally popular channels.

The pin allocation model considers past, present, and future viewing needs. At the start of each session, the pin rack refreshes, replacing previously watched programs with content relevant for the new day.

The pin allocation model considers past, present, and future viewing needs. At the start of each session, the pin rack refreshes, replacing previously watched programs with content relevant for the new day.

🎭 Adaptive Content Framework

  • Genre-aware filtering maintaining content appropriateness.

  • Parental control integration across all recommendations.

  • Multi-format playback support (Linear, VOD, cDVR, TVOD).

The non-sports auxiliary carousel uses a conventional layout to improve scanability, helping users more easily navigate the unpredictable and often complex visuals of program poster art.

The non-sports auxiliary carousel uses a conventional layout to improve scanability, helping users more easily navigate the unpredictable and often complex visuals of program poster art.

The consistent graphic style of sports programs makes scanning easier which allowed us to stack programs in two rows.

The consistent graphic style of sports programs makes scanning easier which allowed us to stack programs in two rows.

⚾ Advanced Sports Integration




  • Genre-aware filtering maintaining content appropriateness.

  • Parental control integration across all recommendations.

  • Multi-format playback support (Linear, VOD, cDVR, TVOD).

Scoreboard widgets were introduced to provide game insights from the homepage, helping users decide whether or not to tune to the program.

Scoreboard widgets were introduced to provide game insights from the homepage, helping users decide whether or not to tune to the program.

Project Deep Dive

📍 Pin System

The pin feature serves as the foundation of YourTV's content discovery system, enabling users to create direct pathways to programming through both explicit and implicit liking actions.

Types of pin triggers

  • Explicit - A viewer likes a team, channel or genre.

  • Implicit - A viewer watches or records a show, channel or genre.


During this phase, we were unable to introduce new explicit triggers and therefore had to design a strategy around what existed already.


Explicit: Sports, long the heartbeat of cable TV, required special attention. Their live, unpredictable, and time-sensitive nature (paired with fans’ strong emotional ties) made them a top priority. To meet this need, we developed a “pin injection” strategy, where liked team pins automatically shifted to the front of the pin rack at game time and a badging system that showed which was in-progress and which was coming up. This ensured fans could access their games quickly with minimal effort.

To further support sports viewing, we introduced priority order logic, allowing multiple liked team games to coexist in the pin rack without overwhelming the user.


Implicit: Channels and shows a viewer regularly watched were elevated in priority, appearing in the pin rack at the times they were typically viewed. Additionally, new episodes or seasons of previously watched shows surfaced as pins, ensuring lapsed viewers were alerted when fresh content became available.

📍 Pin System

The pin feature serves as the foundation of YourTV's content discovery system, enabling users to create direct pathways to programming through both explicit and implicit liking actions.

Types of pin triggers

  • Explicit - A viewer likes a team, channel or genre.

  • Implicit - A viewer watches or records a show, channel or genre.


During this phase, we were unable to introduce new explicit triggers and therefore had to design a strategy around what existed already.


Explicit: Sports, long the heartbeat of cable TV, required special attention. Their live, unpredictable, and time-sensitive nature (paired with fans’ strong emotional ties) made them a top priority. To meet this need, we developed a “pin injection” strategy, where liked team pins automatically shifted to the front of the pin rack at game time and a badging system that showed which was in-progress and which was coming up. This ensured fans could access their games quickly with minimal effort.

To further support sports viewing, we introduced priority order logic, allowing multiple liked team games to coexist in the pin rack without overwhelming the user.


Implicit: Channels and shows a viewer regularly watched were elevated in priority, appearing in the pin rack at the times they were typically viewed. Additionally, new episodes or seasons of previously watched shows surfaced as pins, ensuring lapsed viewers were alerted when fresh content became available.

📍 Pin System

The pin feature serves as the foundation of YourTV's content discovery system, enabling users to create direct pathways to programming through both explicit and implicit liking actions.

Types of pin triggers

  • Explicit - A viewer likes a team, channel or genre.

  • Implicit - A viewer watches or records a show, channel or genre.


During this phase, we were unable to introduce new explicit triggers and therefore had to design a strategy around what existed already.


Explicit: Sports, long the heartbeat of cable TV, required special attention. Their live, unpredictable, and time-sensitive nature (paired with fans’ strong emotional ties) made them a top priority. To meet this need, we developed a “pin injection” strategy, where liked team pins automatically shifted to the front of the pin rack at game time and a badging system that showed which was in-progress and which was coming up. This ensured fans could access their games quickly with minimal effort.

To further support sports viewing, we introduced priority order logic, allowing multiple liked team games to coexist in the pin rack without overwhelming the user.


Implicit: Channels and shows a viewer regularly watched were elevated in priority, appearing in the pin rack at the times they were typically viewed. Additionally, new episodes or seasons of previously watched shows surfaced as pins, ensuring lapsed viewers were alerted when fresh content became available.

Pin triggers - sport

Implicit “like” actions

RESPONSE

VIEWING INTENT

ACTION

RESPONSE PERIOD

Watched a game (no liked teams)

One game

Multiple games

Watched to registered interest level

Watched below registered interest level

2 weeks after last watch. And/ or beginning of new season.

1 month after last watch. And/ or beginning of new season.

2 weeks after last watch.

Medium Priority

League pin

Sport pin

Team pin - if same team watched

Low priority

League pin

Sport pin

Watched to threshold level

Medium priority

League pin

Sport pin

Team pin

No response

Watched below threshold interest level

Explicit “like” actions

RESPONSE

TEAM AVAILABILITY

ACTION

RESPONSE PERIOD

Viewer “likes/favorites” a team

Team plays in single competition

Team plays in multiple competitions

High priority

Upcoming match-up placed during session

Live match-up injected

Medium Priority

League pin - list of live and upcoming games on that day.


Low priority / further testing needed

Sport pin.

Other leagues

High priority

Upcoming match-up pin

Live match-up injected

Medium Priority

League pin - list of live and upcoming games on that day.

Sport pin - list of all league games playing that day


Low priority

Sport type pin.

Other league

Continue providing recommendations as long as a team is “liked”. If all teams are “unliked”, remove from recommendations.

The pin trigger rules defined at launch were expected to evolve as we gained deeper insight into how viewers engaged with the recommendation model.

The pin trigger rules defined at launch were expected to evolve as we gained deeper insight into how viewers engaged with the recommendation model.

🔎Auxiliary Content

One of the primary objectives of the YourTV carousel was to provide recommendations for new programs or reintroduce viewers to recognizable on-demand or live content. Positioned next to the primary program window, "auxiliary" content is of a similar theme intentionally so that viewers can connect with content they are already interested in.

There are two design layouts for Auxiliary content:

  • Sports - a double layered carousel that prioritizes games in the same league or related leagues.

  • Non Sports - a traditional carousel layout that promotes On Demand programs related to what is being watched (franchise, genre, rating)

🔎Auxiliary Content

One of the primary objectives of the YourTV carousel was to provide recommendations for new programs or reintroduce viewers to recognizable on-demand or live content. Positioned next to the primary program window, "auxiliary" content is of a similar theme intentionally so that viewers can connect with content they are already interested in.

There are two design layouts for Auxiliary content:

  • Sports - a double layered carousel that prioritizes games in the same league or related leagues.

  • Non Sports - a traditional carousel layout that promotes On Demand programs related to what is being watched (franchise, genre, rating)


🔎Auxiliary Content

One of the primary objectives of the YourTV carousel was to provide recommendations for new programs or reintroduce viewers to recognizable on-demand or live content. Positioned next to the primary program window, "auxiliary" content is of a similar theme intentionally so that viewers can connect with content they are already interested in.

There are two design layouts for Auxiliary content:

  • Sports - a double layered carousel that prioritizes games in the same league or related leagues.

  • Non Sports - a traditional carousel layout that promotes On Demand programs related to what is being watched (franchise, genre, rating)


📌 Pin Styles

Visualizing elements within the limited dimensions of a pin presented a unique challenge. How could we deliver an approach that worked equally for channels (where easy to read icons are used) vs shows (where a visual identity isn’t usually designed for this scenario)? We developed a style guide that was designed to fit around these constraints. It included the following rules:

  • Channels: Show the channel icon.



  • Non-sports programs: Use the show title, up to 11 characters, with a line break if needed.



  • Sports programs: Display the matchup logos with live or upcoming badging. 



  • Third-party apps: Use the app’s logo.

🗓️ Phased Rollout Strategy

To minimize friction and collect timely feedback, we adopted a five-phase launch:



  • Phase 1: Limited MVP - "Liked teams" in traditional carousel.

  • Phase 2: Full MVP rollout + limited YourTV carousel (recent channels only).

  • Phase 3: Full YourTV carousel rollout.

  • Phase 4: Limited smart session logic (daily refresh with recommendations).

  • Phase 5: Full smart session logic rollout.

This approach allowed us to validate design decisions through A/B testing and qualitative research at each stage.

Results and Impact

Quantitative Success

  • 535% increase in on-demand viewing within 3 months.

  • Significant improvement in content discovery metrics.

  • Enhanced user engagement across the platform.

Qualitative Feedback

  • 76% found the interface more appealing than predecessor.



  • 64% specifically praised pinned content for streamlining discovery.



  • Users consistently described the experience as "accessible," "fresh," and "intuitive".

Future Opportunities

  1. Collection Pins

  • What: Single pin representing a collection of related programs (e.g., MLB pin, movie genres).

  • Why: Solves UI overcrowding while preserving screen real estate.

  • Reason for deferment: Added UI/backend complexity; more testing needed on grouping algorithms.

Initial concept testing with customer groups yielded positive feedback, with users clearly understanding how these collections would enhance their viewing experience.

Initial concept testing with customer groups yielded positive feedback, with users clearly understanding how these collections would enhance their viewing experience.

Collection pins

Category

Movies

Genre

Comedy

Event

League

Recordings

DVR

New

Promotions

  1. User Controls

  • What: Manual pin rack customization (fixing positions, removing unwanted pins).

  • Why: Enhances viewer autonomy and reduces algorithmic frustration.

  • Reason for deferment: Sophisticated backend requirements for content grouping.

  1. User Controls

  • What: Manual pin rack customization (fixing positions, removing unwanted pins).

  • Why: Enhances viewer autonomy and reduces algorithmic frustration.

  • Reason for deferment: Sophisticated backend requirements for content grouping.

  1. User Controls

  • What: Manual pin rack customization (fixing positions, removing unwanted pins).

  • Why: Enhances viewer autonomy and reduces algorithmic frustration.

  • Reason for deferment: Sophisticated backend requirements for content grouping.

User controls have since been established for the apps carousel paving the way for similar functionality to be used on the YourTV carousel.

User controls have since been established for the apps carousel paving the way for similar functionality to be used on the YourTV carousel.

User controls

  1. App Pins

  • What: Third-party app integration within pin system.


  • Why: Reinforces DirecTv's positioning as leading content aggregation platform.


  • Reason for deferment: Technical limitations in tracking real-time third-party content; contractual challenges (especially Netflix).

  1. App Pins

  • What: Third-party app integration within pin system.


  • Why: Reinforces DirecTv's positioning as leading content aggregation platform.


  • Reason for deferment: Technical limitations in tracking real-time third-party content; contractual challenges (especially Netflix).

  1. App Pins

  • What: Third-party app integration within pin system.


  • Why: Reinforces DirecTv's positioning as leading content aggregation platform.


  • Reason for deferment: Technical limitations in tracking real-time third-party content; contractual challenges (especially Netflix).

Key Learnings

  • User behavior insights trump assumptions - The diary study showed that viewership was narrower than expected, focusing on a limited set of programs or channels. Rather than serving as a gateway to a large volume of currently available content, the carousel’s primary value lay in helping viewers plan their day’s viewing in advance.

  • Phased rollouts reduce risk - Incremental launches allowed us to validate and adjust.



  • Sports content requires special consideration - Its time-sensitive, high-intent nature shaped our entire recommendation strategy. 



  • Visual constraints drive creative solutions - Pin size limitations led to our effective style guide framework.

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