kieran james design

UI | UX | Research | Prototyping | OTT


Multi-platform strategy for MY5 OTT



Delivering Connected TV access to the full range of Channel 5 programs and the My5 experience across four of the major OTT platforms improving user experience, viewer engagement and retention.


Our approach was to not only deliver on their requirements but also bring pro-active thinking and a pragmatic delivery approach into a multi-provider environment. While focusing on delivering a user experience that ensured users were able to access their favourite programs, whilst not being overwhelmed.


Throughout all phases of the project, we undertook extensive user research and testing, whether that be Lab-Based, Off-Site, Focus Groups or Remote testing. Focusing our research on 3 navigation paradigms:

  • Highlighted content
  • Categorised browsing
  • Assisted searching

Pain Points

  • An older, less digitally literate user base
  • An inconsistent brand and interface across platforms
  • Lower tolerance of Ads due to the rise of subscription streaming
  • A massive library of content with only basic categories and data


We can use Channel 5’s parent company ViacomCBS to position My5 in the market of not only the place for your favourite terrestrial television programmes but also the massive library of international critically acclaimed shows. This adds more market value and customer acquisition from other popular streaming platforms.


Taking Channel 5’s digital content products and transforming them to an industry-leading streaming service delivering high-quality content to its users around the country, allowing watchlist, live tv and upcoming shows.

  • Developed core engagement features
  • Defined key interaction principles
  • Designed and iterated prototypes
  • Systemised the product & design language.


Working closely with our research team and dedicated UX designers we evolved all aspects of their OTT offering. Portraying their offline, recognisable brand into this new digital space so that their audience received the same consistent vision regardless of what device they devise and platform they choose to consume My5 through.

Design System

Building an Atomic pattern library was key for My5, not only to allow the elements to adapt to a variety of screen sizes from a phone to a 50inch TV. But also to keep consistency across all the platforms to give the user a unified experience every time they visited My5, no matter what device they’re using.


4.7 star App rating
Increased from 1.3 stars rating on App Store.

300% increase
in dividends Based on digital strategy cost optimisation.

29% increase
In advertising revenue in the first quarter since launch.

for a UXUK award