Building NBC’s Flagship Streaming Service & Experience.
A foundational streaming experience designed to connect NBC’s brand, content and customer journeys across platforms. The work helped shape the UX and product strategy behind today’s modern entertainment ecosystem.
Uniquely Designed for Accelerated Platform Growth.
Created the product vision, UX strategy, customer research framework, KPI alignment and digital brand system for an experience supporting 80M+ monthly active users, 4.5B monthly minutes, 10 tailored platforms and 5 core journeys.
OUTCOME
A scalable streaming foundation built to support launch, growth and the broader evolution of NBC’s connected digital entertainment experience including Peacock Streaming Services.
Designed & Optimized For performance.
Beyond web, and beyond mobile - each platform required a unique design and interaction patterns that are familiar and easy to understand for users.
Apps designed & developed for Live Engagement with the show, talent, cast & coaches.
The Voice Live Fan Voting App
A live, habit-forming mobile experience created to deepen fan participation and connect viewers directly to the show. The app turned passive watching into real-time engagement through voting, teams, saves, meters and live integrations.
Engineered for Ultimate Fan Participation
Designed and launched a live fan engagement platform that drove 150M unique downloads, 10B weekly interactions, a 550% increase in engagement, and helped transition 90% of the audience into mobile participation.
Outcome
A breakthrough companion screen experience that transformed live TV viewing into a participatory fan ecosystem.
America’s Got Talent Live Fan Engagement App
After the success of The Voice App, we helped create the Official America’s Got Talent App during the show’s 9th season, turning a beloved live series into a more interactive, emotional and habit-forming fan experience.
Habit-Forming Features
Built around the biggest moments of the live broadcast, the app gave fans more ways to participate beyond voting. The experience included interactive ads, quizzes, live visuals, emotional reactions, judge tweets, custom buzzer sounds and playful features designed to bring friends, families and fans deeper into the show.
Outcomes
The app quickly became a success with 750,000+ downloads in its first two weeks and more than 2.5M downloads in its first season. Across the first three seasons, the app grew to 10M+ users, increased interactions by 750%+, and drove 95% of live votes through the mobile experience.
The Tonight Show Digital Launch Experience
A full digital launch experience built to introduce Jimmy Fallon’s new era of The Tonight Show across web, mobile, social and interactive platforms. The work connected brand, content, games, fan engagement and campaign strategy into a modern entertainment rollout.
Launched Across Screens
Created the website, mobile experience, digital campaign and fan features for a $250M+ revenue property with 7.5M total audience, 45M+ social subscribers and 5 mobile games.
Outcome
A fully connected digital ecosystem that extended the show beyond broadcast and gave fans more ways to watch, play, share and engage.
the SNL 40 Interactive Fan Experience
A multi-platform digital experience built to celebrate 40 years of Saturday Night Live and make a massive comedy archive easier to explore. The work brought together a completely custom built mobile app, web, VR, personalization and machine-learning-driven discovery.
Personalized for Content Discovery
Designed an experience that gave fans access to 20,000+ sketches across a $350M revenue property, with features including cast search, sound bite discovery, swipeable interactions, themed viewing paths, live content, VR, emojis and behind-the-scenes clips.
Outcome
A modern digital archive that made decades of iconic comedy feel personal, searchable and alive across screens - further capturing new audiences while deepening existing fandom.
“Design & Product exist at the intersection of our physical world and the human spirit - creating powerful and meaningful relationships between people, Culture and technology.”
— SocioPunk —
Social Media
Shawn ran the social media creative team for NBC during his tenure. Working alongside the marketing teams, shows and talent, NBC became the leader across every metric and measure - setting the bar for others to follow.
Over 5000 assets were created each week to satisfy super-fans, while adding new followers discovering the show to tune in each week.
This included live posting sessions during the show with on-demand creative reacting in real-time. Some favorites:
Parks & Recreation
Hannibal
Heroes Reborn
Aquarius
The Blacklist
The Voice
America’s Got Talent
The Tonight Show
Saturday Night Live
Averaging 20-30 series annually, each campaign was tailored to meet the needs of the show, its cast, and daily engagement.
From pre-launch awareness to season finales, the team developed unique creative, video, animations and organic content that kept fans engaged and active.
