Samsung EXTRA
Enhancing the live TV experience
Samsung EXTRA™ is a service that provides relevant information about what you're seeing on screen. Such as the cast and crew, or real-time stats for live sports (NBA, NFL, MLB, March Madness, Soccer).
EXTRA leverages Samsung's automatic content recognition and 3rd-party metadata to complement TV consumption. The Samsung Sports Live TV app set the foundation for this service featured on Tizen TVs.
That actress or athlete... so familiar, yet it's driving you nuts because you can't place the face - “Wasn't she in that movie with Leonardo DiCaprio?”
Sure, you might be able to search them on your phone, unlock it, launch an entertainment or sports app, and look for their name -- but by that time you missed an important scene or key play. Initiate Samsung EXTRA on your TV remote and get relevant timely information at your fingertips.
Streamline Samsung apps into a single service
In the Apps store, there was multiple TV apps developed by multiple teams in Samsung that surfaced relevant data or information during a live TV broadcast. This created “choice paralysis” for users and a fragmented user experience.
Scale the team and internal systems
In order to launch other content verticals and expand EXTRA internationally, the design team and our internal tools needed to scale. Within a year, I built the team from two to seven designers. As communication increased with international teams, it was essential to establish a design system.
Fast and Effortless
Users would access EXTRA during the “slow ebbs” of the game (e.g. replays, timeouts, half time). We value users time during those quick-use scenarios.
Stay Shallow
Avoid deep navigation hierarchies. Design obvious user paths to reach their content. The navigation should be no deeper than three levels.
Avoid Duplicate Information
Carefully consider data redundancy. Some sports displayed score bugs or digital graphic overlays over video. Every element on the screen must have value and a clear purpose.
