Reactivating Users Through “Continue Watching”
Defined a scalable UX to bring viewers back into iPlayer from partner TV environments. A major reactivation opportunity for over 760,000 potential weekly users.
“Continue Watching” rows on connected TV platforms are a powerful reactivation tool, helping viewers quickly return to content they’ve already started. As competitors increasingly appeared in these native rows across partner devices, iPlayer’s absence became a growing competitive risk, reducing visibility and making it harder for audiences to return.
This created an opportunity to rethink how iPlayer could show up beyond its own app and design a more seamless journey from partner environments back into the BBC ecosystem.
The reactivation opportunity is estimated at over 760,000 potential weekly users.
- Improve Weekly Active Users by increasing successful reactivation from off-platform TV environments
- Design journeys that worked within partner UI constraints while still feeling coherent with iPlayer
- Move from isolated placements to a systematic approach to cross-platform experience design
This was not just about UI, it was about defining how iPlayer should exist as a product beyond its own boundaries.
Mapped end-to-end cross-platform journeys. I analysed journeys from partner devices’ native “Continue Watching” rows into iPlayer.
Defined principles for off-platform iPlayer experiences. I created a set of TV-native experience principles to guide how iPlayer content should appear and behave within partner environments.
Led research to validate cross-platform behaviours. I designed and ran research to test how audiences interpreted these journeys across devices.
- Delivered a clear UX direction and principle set to inform discussions with external partners such as Sky
- Shifted the organisation’s approach from isolated UI placements to a strategic view of off-platform experience design
- Established a stronger foundation for designing iPlayer as part of a broader connected TV ecosystem
