Discovery Hubs
Read time:
4 min
Industry:
Entertainment
Start:
Duration:
8 Weeks
At Tubi, I led the redesign of how millions of viewers discover content across more than 200,000 titles. Instead of asking users to browse endlessly, I explored ways to surface the right content through richer editorial experiences. The result was a new discovery framework built around curated Hubs that made exploration feel intentional rather than overwhelming.
Looking for a deeper dive?
This overview is intentionally designed for a quick read in under 3 minutes. For the full story, please review the attached case study deck.
Starting point
Search and recommendations worked well when viewers knew what they wanted, but they struggled when they simply wanted something to watch. Existing category pages felt static and offered little reason to keep exploring. I saw an opportunity to transform passive browsing into an experience driven by curiosity and context.
Problem solving
I partnered closely with product, engineering, content strategy, and editorial teams to rethink discovery from the ground up. Rather than designing another navigation layer, I focused on creating flexible, content-rich destinations that could adapt to seasons, events, genres, and viewer interests. Every decision balanced user value with editorial control and long-term scalability.
Implimentation
I designed Tubi Hubs—a new discovery experience that combined curated collections, dynamic layouts, and immersive storytelling. Each Hub became a destination instead of a list, helping viewers explore content through themes, moods, franchises, and cultural moments. The system was flexible enough to support both everyday browsing and major promotional campaigns.
Results
Tubi Hubs became a foundational part of the discovery experience and expanded the ways editorial teams could showcase content. The project strengthened collaboration between design, product, and content teams while establishing a scalable framework for future discovery surfaces. More importantly, it reinforced my belief that the best discovery experiences help people find something they didn't know they were looking for.
