HBO Max is a one-of-a-kind streaming platform that delivers the greatest array of series, movies and specials for audiences of all ages from the iconic brands of HBO, Warner Bros. and DC, as well as Max Originals, blockbuster films, and beloved kids and family content to more than 76.8 million global HBO/HBO Max subscribers as of April 22, 2022. The premium design experience aims to create emotional connections between our users and the platform’s top-quality content catalog in a way that keeps the focus on incredible storytelling. HBO Max plays the role of “host,” acting as a canvas where these beloved brands are the hero. Our objective is to maintain the deepest levels of personalization for audiences around the world, meeting the needs of the entire household – not only in our content, but also in design and capabilities to provide a platform for our users that “just gets them.”

HBO Max believes that human beings have always used stories to explore and express who we are, and to help us connect with fellow humans. Championing original voices for a more vibrant world is woven into the fabric of our identity because when people feel inspired and free to express their whole selves, the world becomes a more open, colorful place to be. Our design team crafted a platform that sets the stage for fans to celebrate their authentic selves -- whether it's through bespoke content collections, such as the “Black History is Our History” page for Black History Month and the “See Us: AAPI And Our Global Community” page for AAPI Heritage Month, or by setting the highest bar of how accessibility is integrated into all facets of the platform, we make sure that our inclusive slate of programming can be viewed on a platform that’s accessible to everyone.

As a consumer-first platform, our design team continuously engaged customers through qualitative user feedback, research studies, competitor analysis and rigorous customer experience listening programs to guide product design across all platforms. Key improvements included a clearer navigation, features like 'My Stuff' to organize content, dedicated brand hubs with timely content drops and the ability to upload custom profile images.

To meet the needs of the entire household, the team also prioritized assistive features like customizable closed caption presentation, a home for all Audio Description content and a unique Kids & Family experience with kids profiles and clear parental controls. The team challenged the traditional “grid” layout, opting for a more human-centered, curated discovery experience that drew the eye to immersive video, larger imagery and diverse components that break up the journey and give the eye visual rest for more satisfying discovery – feeding emotional connection, whatever the mood.

In an ever-evolving streaming industry, our objective as a consumer-first platform is to ensure that our product is personalized to each user for a unique viewing experience for the entire household and for our 76.8 million global HBO/HBO Max subscribers (as of April 22, 2022). Reaching audiences across 61 territories in Europe and the Americas, the HBO Max design team created a personalized user experience that consistently surfaces fresh, distinctive, talk-worthy programming from a catalog of more than 15,000 hours of HBO, Warner Bros., DC, Max Originals, blockbuster films and beloved kids and family content. Rather than creating a one-size-fits-all aesthetically pleasing platform, the HBO Max design team created one that is equally functional and allows fans the ability to engage with their favorite shows and franchises in truly unique ways that no other streaming platform has tapped into.