Project Overview

NUX is a fictitious mobile-first streaming platform designed to deliver interconnected thematic content — linking movies, series, games, courses, and documentaries based on user preferences.

The challenge was to design a scalable Information Architecture capable of supporting 9,900+ diverse content items while maintaining clarity, personalization, and engagement.

Primary constraint: mobile-first experience.

This was a structural complexity problem before it was a visual one.

Objectives

• Develop a scalable content hierarchy for cross-media content
• Reduce navigation friction in a high-density catalog
• Validate content grouping through participatory research
• Design a personalized landing experience for new users
• Ensure mobile-first clarity and engagement

Key Insights

1. Information Architecture Determines Engagement

Navigation clarity drives exploration more than visual polish.

2. Cross-Media Content Requires Structural Discipline

Without validated grouping, thematic linking risks overwhelming users.

3. Validation Before Visuals Reduces Iteration Cost

Testing IA and structure early prevents surface-level redesign cycles later.

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Strategic Decisions

• Structured cross-media categories around validated user groupings
• Simplified navigation hierarchy to reduce depth
• Designed a personalized landing page prioritizing thematic continuity
• Applied hierarchical grid system to manage content density
• Iteratively validated structure before final UI execution

Impact

• Delivered validated mobile-first streaming IA
• Reduced structural ambiguity through iterative testing
• Demonstrated participatory design integration
• Created scalable navigation model for high-volume content platforms

Lasting Impact

NUX reinforced a core principle that shapes my work today:

Information Architecture precedes interface aesthetics.

Structure first.
Validate early.
Then design.

Visual execution enhances experience, but architecture determines it.

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