Product Design at The Wall Street Journal

A branded Apple TV experience for The Wall Street Journal.

The Wall Street Journal’s daily video content brings its journalism to life with engaging explainers, informative news content, and in-depth investigations. I work as the Product Designer on the video and audio team at the Journal.

Our Apple TV app was in need of a refresh, so over the Summer of 2019 we re-built it from the ground up to take advantage of the immersive touch-based navigation of the latest Apple TV hardware and to focus the interface on easier discovery of our excellent video journalism.

The Wall Street Journal Apple TV search screen.
The Wall Street Journal Apple TV home screen showing featured videos.
The Wall Street Journal Apple TV series screen showing video series titles, poster art, and a short description.

A redesigned interface

The new Apple TV app features a completely redesigned user interface that marries The Wall Street Journal’s typography and colors with tvOS-native, immersive elements that are instantly familiar to users.

Video titles were a central challenge to creating an app that felt like it belonged alongside the native apps on tvOS, the Apple TV’s operating system. Apple’s suggested interface styles assume cover art for TV series and movies that feature the title of each piece of content within the image. For The Wall Street Journal’s videos, the title is often much longer, and the image more complex, to convey the full context of the story.

We explored many different card options to find a visual solution to displaying titles along with video thumbnails in a way that felt natural on tvOS, without creating an impression of an overwhelming amount of on-screen text.

Select explorations of the design language for the app.

These explorations also helped us find the right balance between using the tvOS-native typography and colors and using WSJ’s brand colors and typefaces. Using WSJ’s headline font, Escrow, for the video titles lent the interface an unmistakable WSJ “look,” allowing us to use Apple’s excellent San Francisco font for all smaller labels and descriptions.

Using San Francisco wherever possible enabled us to take advantage of the many custom behaviors that Apple has baked into the font, such as weight variation and spacing optimizations at smaller sizes.

The Wall Street Journal Apple TV home screen before the update - a boring uniform grid of video thumbnails.
The new Wall Street Journal Apple TV home screen showing a varied screen of large featured videos, smaller playlists, and video series thumbnails.
The app’s home screen, before and after the redesign.

Upon launching the app, the home screen displays featured videos in large cards right at the top of the screen, inviting the viewer to start watching right away. Below, custom lineups of videos on various topics invite a deeper look into our extensive video content. Every card reacts to the touch remote in 3D, bringing the content to life.


Upgraded poster art

In addition to upgrades to our daily news videos, we included a new dedicated section highlighting our video series, with custom poster and backdrop artwork for each. Design guidelines for the artwork ensure every video series looks like it belongs to the same family, while still expressing the series’ individual personality.

Select new artwork for The Wall Street Journal’s video series.

Reception and results

The new app launched in August 2019 and was well-received by Apple, and was featured on the front page of the App Store. The app has also received many positive reviews from users and great internal feedback at WSJ.

The WSJ app featured on the tvOS App Store with a large banner placement.
Promotion in the App Store

I took on this project as Product Designer on the video and audio team at the Wall Street Journal. The app was designed and developed along with Marta Jakubanis, Tim Schmidt, Dave Tinnes, and Thomas Williams.

A version of this case study was originally posted on the WSJ Design website.


Handsome image of Adam Fisher-Cox smiling in an autumn setting. Adam Fisher‑Cox

I’m a pragmatic product and user experience designer with an interest in user-focused, public-good projects. I’m currently on the product team at The Wall Street Journal, working on the video and audio platforms.

Around the web, I’m posting photos on Instagram, work-in-progress on Dribbble, and writing about design on Medium.

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