In a highly innovative and extremely competitive market, we identified a significant problem and solved it in an innovative way.

Since Netflix, Sky, Prime & Co we can choose from many platforms with virtually endless content – great, but also confusing. Time for a product that puts the simple question of “what” first – and not “where”, when we search for entertainment.

The Idea is to combine TV, YouTube and the content of all streaming providers into one single interface with one consistent user experience.

Kick-Off 21.06.17

Delivery first parcel September 2017:

-PoC: First UI Protoyping

-Basis: Web-based Clickdummy in Vue.js, which can be controlled by keyboard and remotely

-First concept tests incl. user interviews

2017 - 2018:

-UI User Testing incl. Rapid Prototyping Sessions (Findings from Testing directly implemented)

- Start implementation FireTV

Kickoff Remote Clickdummy Mai 2018

24.10.18 Go live

For Magenta TV an Atomic Design process was used to combine more than 300,000 content pieces and 180 platforms into one single product – operating with a lane-based, modular UI within one single application, independently of device and provider.

Based on detailed market analyses, customer surveys and focus group interviews, the basic vision and orientation was developed. We worked in an iterative process starting with simple paper prototypes, modular key solutions, fully functional high-end prototypes and well over 100 hours of user testing.

3.2 million Germans, or 8% of German households, have subscribed to Magenta TV since the launch of the service. On average, people spend 1 hour and 45 minutes each day with our product.