ROXi
Product, platform and brand work for an interactive TV music ecosystem.
Year
2021-2026
Duration
3+ years
Responsibilities
Product, platform & brand
UX systems, IA & motion
AI-assisted content and media systems
App
01 / About
ROXI is an interactive TV music platform designed for frictionless, lean-back discovery on the big screen. The application combines broadcast-style playback with streaming-level control, allowing users to instantly play, browse, and skip music videos using only a TV remote.
Beyond core playback and navigation, the product integrates dynamic video layers — including playlist interstitials and virtual DJs — designed to enrich the experience without interrupting flow. These elements treat motion and video as part of the interface, not as decoration.
02 / Research & Approach
The application was designed as a living, modular system, rather than a collection of static screens. Key challenges included scale, clarity, and communicating interactivity on a large screen with minimal input. The approach focused on:
- TV-first UX and rail-based navigation optimised for remote control
- Motion as a functional layer for orientation, hierarchy, and feedback
- Dynamic video interstitials announcing playlists, including AI-generated playlists
- Early exploration of virtual DJs — pre-generated video hosts designed to introduce tracks and playlists
- Forward-looking system design, with plans to connect virtual DJs to the CMS, enabling the curation team to generate hosts using predefined environments and characters
These explorations were intentionally designed to scale — treating video, AI, and CMS as extensions of the product system rather than one-off features.
03 / Results
The final application delivers a fluid, interactive TV music experience that balances simplicity with depth. Users can instantly play content, explore curated and AI-generated playlists, and navigate large catalogues with confidence.
Dynamic interstitials and virtual DJs add personality and context without disrupting usability, while the system architecture supports future expansion through CMS-driven and AI-assisted content generation. The result is a product that feels alive, scalable, and designed for long-term evolution.
Web
01 / About
ROXI.tv is the marketing and onboarding website supporting the ROXI interactive music TV platform. The website evolved alongside the product itself — from a subscription-based service with complex account management and payment flows to an ad-funded, frictionless experience focused on instant access and clarity.
As the product strategy shifted, the role of the website changed from conversion-heavy sign-up flows to a clear, informative entry point that explains the value of ROXI and guides users toward installing the app on their TV.
02 / Research & Approach
The first iteration of the website included full account management, e-commerce, payment flows, and multiple sign-up campaigns tailored to user status, promotions, and market-specific offers. With the transition to an ad-funded model, the site was intentionally simplified. The focus moved to:
- communicating the core product proposition
- reducing cognitive load
- supporting organic discovery and SEO
A key part of the redesign was retaining and expanding the “How to” installation sections, clearly explaining how to install ROXI across all supported TV platforms. These pages serve a dual purpose: improving onboarding clarity for users and strengthening search visibility through high-intent, instructional content.
Alongside the structural changes, we developed a new marketing brand language — blending the bold, high-energy appeal of America’s Got Talent with the humor and personality of Saturday Night Live. This tone helped position ROXI as both premium and entertaining, while remaining accessible to a broad TV audience.
03 / Results
The final website delivers a streamlined, content-driven experience that supports ROXI’s ad-funded model and TV-first product strategy. The site clearly communicates what ROXI is, how it works, and how to get started — without requiring accounts, payments, or sign-ups. Instructional content improves usability and SEO performance, while the updated visual and tonal direction reinforces ROXI’s entertainment-led brand identity.
The result is a focused marketing platform that complements the ROXI app, supports discovery, and removes friction from the first user touchpoint.
Platform management
01 / About
The ROXI platform management tools were designed for music label partners to manage and publish video content directly into the ROXI catalog. The goal was to enable partners to upload and control content without relying on streaming workflows, while maintaining consistency, quality, and scalability across a growing music library.
This platform acts as a critical internal layer of the ROXI ecosystem, bridging external partners with a complex, content-driven product.
02 / Research & Approach
The platform was approached as a data-heavy internal product, where clarity and reliability were more important than visual expression. The main challenge was designing UX flows that make complex content operations readable and difficult to misuse.
My work covered:
- end-to-end UX flows
- information architecture for large content sets
- data-dense UI patterns
- validation, states, and permissions
- a scalable internal design system based on Ant Design
The design system was fully adopted by the engineering team and used as input for Claude, which generated a coded design system supporting current and future internal applications across the platform. Throughout the process, readability was treated as the primary design constraint — ensuring that metadata, rights, statuses, and uploads remain understandable even at scale.
03 / Results
The final platform enables partners to:
- upload and manage video assets directly
- maintain better control over catalog content
- delegate curation responsibilities safely
- support long-term scaling of the ROXI ecosystem
The system also provides a foundation for future internal tools, including planned features such as allowing partners to create and curate their own playlist sets within defined rules and permissions. This work established a robust internal framework that supports both current operational needs and future expansion of the platform.
Other
01 / About
Alongside core product and platform work, I contributed to a range of marketing, social, and experimental outputs supporting ROXI across multiple channels. This work focused on extending the product’s visual and tonal language beyond the TV app, while maintaining speed, consistency, and scalability. Recent efforts increasingly explored AI-assisted creative pipelines, bridging product, games, and marketing needs.
02 / Research & Approach
This stream of work prioritised rapid execution without sacrificing coherence. Key areas included:
- Animated social media templates created in Canva, enabling the social team to produce on-brand content for a wide range of occasions
- Exploration of AI-generated playlist artwork and visual styles
- Video hosts and presenters developed for interactive games, with plans to reuse these systems across marketing and promotional formats
- Designing assets and templates that could scale across platforms while remaining recognisably ROXI
Rather than isolated experiments, these outputs were treated as shared systems that could be reused and adapted across teams.
03 / Results
The resulting work enabled faster and more flexible content production across social, marketing, and game formats. Reusable templates reduced dependency on design for day-to-day execution, while AI-assisted workflows expanded creative output without increasing production overhead. Together, these efforts helped extend ROXI’s product experience into a broader, scalable content ecosystem.
Impact
Established a coherent design language across TV apps, web, internal tools, and marketing.
Enabled cross-team alignment by translating product strategy into scalable design systems.
Balanced speed, clarity, and scalability across multiple product layers and markets.
ROXi
Product, platform and brand work for an interactive TV music ecosystem.
Year
2021-2026
Duration
3+ years
Responsibilities
Product, platform & brand
UX systems, IA & motion
AI-assisted content and media systems
App
01 / About
ROXI is an interactive TV music platform designed for frictionless, lean-back discovery on the big screen. The application combines broadcast-style playback with streaming-level control, allowing users to instantly play, browse, and skip music videos using only a TV remote.
Beyond core playback and navigation, the product integrates dynamic video layers — including playlist interstitials and virtual DJs — designed to enrich the experience without interrupting flow. These elements treat motion and video as part of the interface, not as decoration.
02 / Research & Approach
The application was designed as a living, modular system, rather than a collection of static screens. Key challenges included scale, clarity, and communicating interactivity on a large screen with minimal input. The approach focused on:
- TV-first UX and rail-based navigation optimised for remote control
- Motion as a functional layer for orientation, hierarchy, and feedback
- Dynamic video interstitials announcing playlists, including AI-generated playlists
- Early exploration of virtual DJs — pre-generated video hosts designed to introduce tracks and playlists
- Forward-looking system design, with plans to connect virtual DJs to the CMS, enabling the curation team to generate hosts using predefined environments and characters
These explorations were intentionally designed to scale — treating video, AI, and CMS as extensions of the product system rather than one-off features.
03 / Results
The final application delivers a fluid, interactive TV music experience that balances simplicity with depth. Users can instantly play content, explore curated and AI-generated playlists, and navigate large catalogues with confidence.
Dynamic interstitials and virtual DJs add personality and context without disrupting usability, while the system architecture supports future expansion through CMS-driven and AI-assisted content generation. The result is a product that feels alive, scalable, and designed for long-term evolution.
Web
01 / About
ROXI.tv is the marketing and onboarding website supporting the ROXI interactive music TV platform. The website evolved alongside the product itself — from a subscription-based service with complex account management and payment flows to an ad-funded, frictionless experience focused on instant access and clarity.
As the product strategy shifted, the role of the website changed from conversion-heavy sign-up flows to a clear, informative entry point that explains the value of ROXI and guides users toward installing the app on their TV.
02 / Research & Approach
The first iteration of the website included full account management, e-commerce, payment flows, and multiple sign-up campaigns tailored to user status, promotions, and market-specific offers. With the transition to an ad-funded model, the site was intentionally simplified. The focus moved to:
- communicating the core product proposition
- reducing cognitive load
- supporting organic discovery and SEO
A key part of the redesign was retaining and expanding the “How to” installation sections, clearly explaining how to install ROXI across all supported TV platforms. These pages serve a dual purpose: improving onboarding clarity for users and strengthening search visibility through high-intent, instructional content.
Alongside the structural changes, we developed a new marketing brand language — blending the bold, high-energy appeal of America’s Got Talent with the humor and personality of Saturday Night Live. This tone helped position ROXI as both premium and entertaining, while remaining accessible to a broad TV audience.
03 / Results
The final website delivers a streamlined, content-driven experience that supports ROXI’s ad-funded model and TV-first product strategy. The site clearly communicates what ROXI is, how it works, and how to get started — without requiring accounts, payments, or sign-ups. Instructional content improves usability and SEO performance, while the updated visual and tonal direction reinforces ROXI’s entertainment-led brand identity.
The result is a focused marketing platform that complements the ROXI app, supports discovery, and removes friction from the first user touchpoint.
Platform management
01 / About
The ROXI platform management tools were designed for music label partners to manage and publish video content directly into the ROXI catalog. The goal was to enable partners to upload and control content without relying on streaming workflows, while maintaining consistency, quality, and scalability across a growing music library.
This platform acts as a critical internal layer of the ROXI ecosystem, bridging external partners with a complex, content-driven product.
02 / Research & Approach
The platform was approached as a data-heavy internal product, where clarity and reliability were more important than visual expression. The main challenge was designing UX flows that make complex content operations readable and difficult to misuse.
My work covered:
- end-to-end UX flows
- information architecture for large content sets
- data-dense UI patterns
- validation, states, and permissions
- a scalable internal design system based on Ant Design
The design system was fully adopted by the engineering team and used as input for Claude, which generated a coded design system supporting current and future internal applications across the platform. Throughout the process, readability was treated as the primary design constraint — ensuring that metadata, rights, statuses, and uploads remain understandable even at scale.
03 / Results
The final platform enables partners to:
- upload and manage video assets directly
- maintain better control over catalog content
- delegate curation responsibilities safely
- support long-term scaling of the ROXI ecosystem
The system also provides a foundation for future internal tools, including planned features such as allowing partners to create and curate their own playlist sets within defined rules and permissions. This work established a robust internal framework that supports both current operational needs and future expansion of the platform.
Other
01 / About
Alongside core product and platform work, I contributed to a range of marketing, social, and experimental outputs supporting ROXI across multiple channels. This work focused on extending the product’s visual and tonal language beyond the TV app, while maintaining speed, consistency, and scalability. Recent efforts increasingly explored AI-assisted creative pipelines, bridging product, games, and marketing needs.
02 / Research & Approach
This stream of work prioritised rapid execution without sacrificing coherence. Key areas included:
- Animated social media templates created in Canva, enabling the social team to produce on-brand content for a wide range of occasions
- Exploration of AI-generated playlist artwork and visual styles
- Video hosts and presenters developed for interactive games, with plans to reuse these systems across marketing and promotional formats
- Designing assets and templates that could scale across platforms while remaining recognisably ROXI
Rather than isolated experiments, these outputs were treated as shared systems that could be reused and adapted across teams.
03 / Results
The resulting work enabled faster and more flexible content production across social, marketing, and game formats. Reusable templates reduced dependency on design for day-to-day execution, while AI-assisted workflows expanded creative output without increasing production overhead. Together, these efforts helped extend ROXI’s product experience into a broader, scalable content ecosystem.
Impact
Established a coherent design language across TV apps, web, internal tools, and marketing.
Enabled cross-team alignment by translating product strategy into scalable design systems.
Balanced speed, clarity, and scalability across multiple product layers and markets.
ROXi
Product, platform and brand work for an interactive TV music ecosystem.
Year
2021-2026
Duration
3+ years
Responsibilities
Product, platform & brand
UX systems, IA & motion
AI-assisted content and media systems
App
01 / About
ROXI is an interactive TV music platform designed for frictionless, lean-back discovery on the big screen. The application combines broadcast-style playback with streaming-level control, allowing users to instantly play, browse, and skip music videos using only a TV remote.
Beyond core playback and navigation, the product integrates dynamic video layers — including playlist interstitials and virtual DJs — designed to enrich the experience without interrupting flow. These elements treat motion and video as part of the interface, not as decoration.
02 / Research & Approach
The application was designed as a living, modular system, rather than a collection of static screens. Key challenges included scale, clarity, and communicating interactivity on a large screen with minimal input. The approach focused on:
- TV-first UX and rail-based navigation optimised for remote control
- Motion as a functional layer for orientation, hierarchy, and feedback
- Dynamic video interstitials announcing playlists, including AI-generated playlists
- Early exploration of virtual DJs — pre-generated video hosts designed to introduce tracks and playlists
- Forward-looking system design, with plans to connect virtual DJs to the CMS, enabling the curation team to generate hosts using predefined environments and characters
These explorations were intentionally designed to scale — treating video, AI, and CMS as extensions of the product system rather than one-off features.
03 / Results
The final application delivers a fluid, interactive TV music experience that balances simplicity with depth. Users can instantly play content, explore curated and AI-generated playlists, and navigate large catalogues with confidence.
Dynamic interstitials and virtual DJs add personality and context without disrupting usability, while the system architecture supports future expansion through CMS-driven and AI-assisted content generation. The result is a product that feels alive, scalable, and designed for long-term evolution.
Web
01 / About
ROXI.tv is the marketing and onboarding website supporting the ROXI interactive music TV platform. The website evolved alongside the product itself — from a subscription-based service with complex account management and payment flows to an ad-funded, frictionless experience focused on instant access and clarity.
As the product strategy shifted, the role of the website changed from conversion-heavy sign-up flows to a clear, informative entry point that explains the value of ROXI and guides users toward installing the app on their TV.
02 / Research & Approach
The first iteration of the website included full account management, e-commerce, payment flows, and multiple sign-up campaigns tailored to user status, promotions, and market-specific offers. With the transition to an ad-funded model, the site was intentionally simplified. The focus moved to:
- communicating the core product proposition
- reducing cognitive load
- supporting organic discovery and SEO
A key part of the redesign was retaining and expanding the “How to” installation sections, clearly explaining how to install ROXI across all supported TV platforms. These pages serve a dual purpose: improving onboarding clarity for users and strengthening search visibility through high-intent, instructional content.
Alongside the structural changes, we developed a new marketing brand language — blending the bold, high-energy appeal of America’s Got Talent with the humor and personality of Saturday Night Live. This tone helped position ROXI as both premium and entertaining, while remaining accessible to a broad TV audience.
03 / Results
The final website delivers a streamlined, content-driven experience that supports ROXI’s ad-funded model and TV-first product strategy. The site clearly communicates what ROXI is, how it works, and how to get started — without requiring accounts, payments, or sign-ups. Instructional content improves usability and SEO performance, while the updated visual and tonal direction reinforces ROXI’s entertainment-led brand identity.
The result is a focused marketing platform that complements the ROXI app, supports discovery, and removes friction from the first user touchpoint.
Platform management
01 / About
The ROXI platform management tools were designed for music label partners to manage and publish video content directly into the ROXI catalog. The goal was to enable partners to upload and control content without relying on streaming workflows, while maintaining consistency, quality, and scalability across a growing music library.
This platform acts as a critical internal layer of the ROXI ecosystem, bridging external partners with a complex, content-driven product.
02 / Research & Approach
The platform was approached as a data-heavy internal product, where clarity and reliability were more important than visual expression. The main challenge was designing UX flows that make complex content operations readable and difficult to misuse.
My work covered:
- end-to-end UX flows
- information architecture for large content sets
- data-dense UI patterns
- validation, states, and permissions
- a scalable internal design system based on Ant Design
The design system was fully adopted by the engineering team and used as input for Claude, which generated a coded design system supporting current and future internal applications across the platform. Throughout the process, readability was treated as the primary design constraint — ensuring that metadata, rights, statuses, and uploads remain understandable even at scale.
03 / Results
The final platform enables partners to:
- upload and manage video assets directly
- maintain better control over catalog content
- delegate curation responsibilities safely
- support long-term scaling of the ROXI ecosystem
The system also provides a foundation for future internal tools, including planned features such as allowing partners to create and curate their own playlist sets within defined rules and permissions. This work established a robust internal framework that supports both current operational needs and future expansion of the platform.
Other
01 / About
Alongside core product and platform work, I contributed to a range of marketing, social, and experimental outputs supporting ROXI across multiple channels. This work focused on extending the product’s visual and tonal language beyond the TV app, while maintaining speed, consistency, and scalability. Recent efforts increasingly explored AI-assisted creative pipelines, bridging product, games, and marketing needs.
02 / Research & Approach
This stream of work prioritised rapid execution without sacrificing coherence. Key areas included:
- Animated social media templates created in Canva, enabling the social team to produce on-brand content for a wide range of occasions
- Exploration of AI-generated playlist artwork and visual styles
- Video hosts and presenters developed for interactive games, with plans to reuse these systems across marketing and promotional formats
- Designing assets and templates that could scale across platforms while remaining recognisably ROXI
Rather than isolated experiments, these outputs were treated as shared systems that could be reused and adapted across teams.
03 / Results
The resulting work enabled faster and more flexible content production across social, marketing, and game formats. Reusable templates reduced dependency on design for day-to-day execution, while AI-assisted workflows expanded creative output without increasing production overhead. Together, these efforts helped extend ROXI’s product experience into a broader, scalable content ecosystem.
Impact
Established a coherent design language across TV apps, web, internal tools, and marketing.
Enabled cross-team alignment by translating product strategy into scalable design systems.
Balanced speed, clarity, and scalability across multiple product layers and markets.
ROXi
Product, platform and brand work for an interactive TV music ecosystem.
Year
2021-2026
Duration
3+ years
Responsibilities
Product, platform & brand
UX systems, IA & motion
AI-assisted content and media systems
App
01 / About
ROXI is an interactive TV music platform designed for frictionless, lean-back discovery on the big screen. The application combines broadcast-style playback with streaming-level control, allowing users to instantly play, browse, and skip music videos using only a TV remote.
Beyond core playback and navigation, the product integrates dynamic video layers — including playlist interstitials and virtual DJs — designed to enrich the experience without interrupting flow. These elements treat motion and video as part of the interface, not as decoration.
02 / Research & Approach
The application was designed as a living, modular system, rather than a collection of static screens. Key challenges included scale, clarity, and communicating interactivity on a large screen with minimal input. The approach focused on:
- TV-first UX and rail-based navigation optimised for remote control
- Motion as a functional layer for orientation, hierarchy, and feedback
- Dynamic video interstitials announcing playlists, including AI-generated playlists
- Early exploration of virtual DJs — pre-generated video hosts designed to introduce tracks and playlists
- Forward-looking system design, with plans to connect virtual DJs to the CMS, enabling the curation team to generate hosts using predefined environments and characters
These explorations were intentionally designed to scale — treating video, AI, and CMS as extensions of the product system rather than one-off features.
03 / Results
The final application delivers a fluid, interactive TV music experience that balances simplicity with depth. Users can instantly play content, explore curated and AI-generated playlists, and navigate large catalogues with confidence.
Dynamic interstitials and virtual DJs add personality and context without disrupting usability, while the system architecture supports future expansion through CMS-driven and AI-assisted content generation. The result is a product that feels alive, scalable, and designed for long-term evolution.
Web
01 / About
ROXI.tv is the marketing and onboarding website supporting the ROXI interactive music TV platform. The website evolved alongside the product itself — from a subscription-based service with complex account management and payment flows to an ad-funded, frictionless experience focused on instant access and clarity.
As the product strategy shifted, the role of the website changed from conversion-heavy sign-up flows to a clear, informative entry point that explains the value of ROXI and guides users toward installing the app on their TV.
02 / Research & Approach
The first iteration of the website included full account management, e-commerce, payment flows, and multiple sign-up campaigns tailored to user status, promotions, and market-specific offers. With the transition to an ad-funded model, the site was intentionally simplified. The focus moved to:
- communicating the core product proposition
- reducing cognitive load
- supporting organic discovery and SEO
A key part of the redesign was retaining and expanding the “How to” installation sections, clearly explaining how to install ROXI across all supported TV platforms. These pages serve a dual purpose: improving onboarding clarity for users and strengthening search visibility through high-intent, instructional content.
Alongside the structural changes, we developed a new marketing brand language — blending the bold, high-energy appeal of America’s Got Talent with the humor and personality of Saturday Night Live. This tone helped position ROXI as both premium and entertaining, while remaining accessible to a broad TV audience.
03 / Results
The final website delivers a streamlined, content-driven experience that supports ROXI’s ad-funded model and TV-first product strategy. The site clearly communicates what ROXI is, how it works, and how to get started — without requiring accounts, payments, or sign-ups. Instructional content improves usability and SEO performance, while the updated visual and tonal direction reinforces ROXI’s entertainment-led brand identity.
The result is a focused marketing platform that complements the ROXI app, supports discovery, and removes friction from the first user touchpoint.
Platform management
01 / About
The ROXI platform management tools were designed for music label partners to manage and publish video content directly into the ROXI catalog. The goal was to enable partners to upload and control content without relying on streaming workflows, while maintaining consistency, quality, and scalability across a growing music library.
This platform acts as a critical internal layer of the ROXI ecosystem, bridging external partners with a complex, content-driven product.
02 / Research & Approach
The platform was approached as a data-heavy internal product, where clarity and reliability were more important than visual expression. The main challenge was designing UX flows that make complex content operations readable and difficult to misuse.
My work covered:
- end-to-end UX flows
- information architecture for large content sets
- data-dense UI patterns
- validation, states, and permissions
- a scalable internal design system based on Ant Design
The design system was fully adopted by the engineering team and used as input for Claude, which generated a coded design system supporting current and future internal applications across the platform. Throughout the process, readability was treated as the primary design constraint — ensuring that metadata, rights, statuses, and uploads remain understandable even at scale.
03 / Results
The final platform enables partners to:
- upload and manage video assets directly
- maintain better control over catalog content
- delegate curation responsibilities safely
- support long-term scaling of the ROXI ecosystem
The system also provides a foundation for future internal tools, including planned features such as allowing partners to create and curate their own playlist sets within defined rules and permissions. This work established a robust internal framework that supports both current operational needs and future expansion of the platform.
Other
01 / About
Alongside core product and platform work, I contributed to a range of marketing, social, and experimental outputs supporting ROXI across multiple channels. This work focused on extending the product’s visual and tonal language beyond the TV app, while maintaining speed, consistency, and scalability. Recent efforts increasingly explored AI-assisted creative pipelines, bridging product, games, and marketing needs.
02 / Research & Approach
This stream of work prioritised rapid execution without sacrificing coherence. Key areas included:
- Animated social media templates created in Canva, enabling the social team to produce on-brand content for a wide range of occasions
- Exploration of AI-generated playlist artwork and visual styles
- Video hosts and presenters developed for interactive games, with plans to reuse these systems across marketing and promotional formats
- Designing assets and templates that could scale across platforms while remaining recognisably ROXI
Rather than isolated experiments, these outputs were treated as shared systems that could be reused and adapted across teams.
03 / Results
The resulting work enabled faster and more flexible content production across social, marketing, and game formats. Reusable templates reduced dependency on design for day-to-day execution, while AI-assisted workflows expanded creative output without increasing production overhead. Together, these efforts helped extend ROXI’s product experience into a broader, scalable content ecosystem.
Impact
Established a coherent design language across TV apps, web, internal tools, and marketing.
Enabled cross-team alignment by translating product strategy into scalable design systems.
Balanced speed, clarity, and scalability across multiple product layers and markets.