We redesigned Claro’s Now into a beautiful, all-in-one streaming platform. Our goal was to create a more intuitive and visually engaging experience for both new and existing users, with easier navigation and simpler subscription process.
Claro, a leading telecommunications provider in Latin America, launched Now as a video-on-demand (VOD) and live TV platform.
However, the platform faced significant challenges in competing with global streaming giants such as Netflix and Amazon Prime. To enhance its market positioning, Claro focused on redesigning Now, creating a more competitive, intuitive, and user-centric streaming platform.
The core challenge was to transform Now into a cohesive standalone streaming platform that integrated movies, TV series, live TV and sports into an unified user experience.
A major priority was ensuring that the platform offered consistent performance across a variety of devices, including smartphones, tablets, smart TVs, and desktops. The design needed to simplify navigation, enable effortless content discovery, and facilitate smooth transitions between different content types, while remaining visually engaging.
To tackle these challenges, we applied a user-centered design approach, focusing on user needs and behaviors when engaging with digital streaming platforms. Extensive research was conducted to understand user preferences, analyzing best practices from leading platforms such as Netflix, Amazon Prime, Disney+, and HBO.
Collaborating closely with a cross-functional team, we conducted regular design critique sessions to refine our concepts, while also gathering feedback from real users through usability testing to validate our design decisions across multiple devices.
After identifying key design trends and best practices in other platforms, I created interactive prototypes for iOS, Android, web, big screens, desktop, and tablet devices, ensuring a consistent layout across all platforms.
Through usability testing with our users, I observed how they navigated the platform, searched for content, and interacted with the UI. Feedback from these sessions allowed me to iterate the design with a focus on improving clarity, accessibility, and ensuring a smooth, engaging browsing experience.
The final deliver elevated Now into a polished, modern streaming platform. All of its rich contents were unified into a single product, simplifying the user experience and removing the complexity of different subscription plans.
Key features included easy content discovery through recommendations, content-driven carousels, and clearly defined categories.
The platform was optimized for responsiveness, ensuring consistent navigation and performance across all devices, enabling users to watch their favorite films and TV series, manage their subscriptions, and enjoy an effortless streaming experience.
The redesigned platform, now branded as Claro TV+, has contributed to significant user growth and increased revenue for Claro.
And the core principles — intuitive navigation, easy subscription, better content discovery, and cross-device consistency — remain central to the platform’s ongoing success.
