Case study · Entertainment · 8 Weeks

Tubi - Discovery Hubs

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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.

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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.

Strategy

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.

Results

Tubi Hubs became a foundational part of the discovery experience and expanded the ways editorial teams could showcase content. The project established a scalable framework for future discovery surfaces while reinforcing that the best discovery experiences help people find something they didn’t know they were looking for.

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