Digital TV Streaming Platform
Telecom
Pickx is Proximus’s flagship streaming platform—live TV, replay, VOD, sports, series—unified across mobile, web, and TV. I joined as a freelance product designer to lead its complete UX/UI redesign, aligning mobile and Apple TV experiences with wider brand transformation
Despite wide reach and 1.7 M users, Pickx faced usability inconsistencies, outdated UI, and a fragmented experience across devices . With rising competition in streaming, Proximus needed a cohesive interface that felt modern, intuitive, and seamless on any platform.
I collaborated in a multidisciplinary “Proxicapps” team to unify UX and UI across iOS, Android, and Apple TV. Working within Proximus’s design system, we crafted a consistent visual language and polished interaction model. Personalized recommendations, improved TV guide readability, smooth casting, and cross-device continuity became central to the experience
The redesign delivered an award-winning experience (CSI Best TV UX 2020, UX Award 2021) Streaming Media Magazine. Ratings rose (4.4★ on Android, 4.2★ on iOS), and the adoption across devices—including seamless playback pickup across screens—affirmed the platform’s modern, polished feel .
This project shows how thoughtful UX/UI design can transform a legacy platform into a unified, delightful entertainment ecosystem. By delivering a consistent experience across screens, we helped Pickx shift from fragmented to future-ready—both visually and functionally.
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