TV 2 Play
Editorial Interface
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Client
TV 2 Play
Duration
4+ years
Industry
TV and streaming
Services
UX/UI Design
User Research
Design System
React
Typescript
The Challenge
Behind TV 2 PLAY lies a complex ecosystem. In the past, the platform was powered by several systems that were cumbersome to work with. Editors lacked both an overview and the flexibility needed to manage and edit content effectively. What was needed was a new, unified system to bring everything together. Editors faced countless time-consuming steps that delayed publishing. What was missing were professional processes to support the platform. Over time, execution had come to feel like a clumsy audition for X-Factor — uncomfortable, but necessary. With streaming defining the future, the system needed to be streamlined so editors could deliver content to viewers quickly and seamlessly.
Our Approach
To support TV 2 PLAY’s editorial team, we worked in an ongoing partnership, continuously conducting in-depth UX research to map their workflows, pain points, and priorities. Through recurring interviews, observations, and cycles of rapid prototyping, we uncovered insights that shaped each stage of the solution. Together, we evolved a scalable design system and refined interactive prototypes, enabling editors to validate ideas early and often. This iterative, design-driven process ensured that the foundation for technical development was not a one-off delivery, but the result of a long-term collaboration closely aligned with the editors’ needs.
The solution
Overcoming challenges
Building on the research, we built a content planning tool designed around editors’ real-world needs. We combined user-centered design methods with robust technologies such as React, TypeScript, and GraphQL to deliver both usability and performance. The design system provided consistency and clarity across the interface, while prototypes allowed us to test, refine, and validate features before implementation. This iterative process made it possible to balance technical complexity with a simple, intuitive user experience.
Results
With PEI, editors can now plan, edit, and prioritize content for TV 2 PLAY across browser, app, and Smart TV in one unified tool. Program data is consolidated, processes are faster, and publishing no longer depends on developer involvement. The result is a streamlined workflow that empowers editors to work independently, improves efficiency, and provides a clear overview of TV 2 PLAY’s content universe — ensuring a smoother editorial process from planning to publishing.
\ Step into the engine room
Our process is open and inclusive, and we invite our clients to take play an active part in the creation of the product.
