Creating visual designs for all live sports related events such as the NFL, MLB, World Cup, Olympics, PGA, and NCAA.
Role
Seja Kwon, Product Designer
Duration
January 2022 - February 2023
Tools
Figma, Photoshop, Illustrator
While working at Peacock, I was a designer on the viewing experience team whose role was to focus on helping to create visuals and features for live streaming events. Two big priorities while working there was 1) How can we create a unique experience to live viewing that is seamless while also being unique to the Peacock brand and 2) How can we organize and clean up our workspace so that we are connected with the other teams such as data science, product management, and editorial teams so that we can maximize efficiency and create stepping blocks to complete automation in the future. The goal would be to create a system in which could have almost instant real time visuals for any upcoming events with the press of a button
Key Plays Feature
Live sports viewers often tune in mid-match and face a dilemma: jump straight into the live stream and risk missing critical context, or hunt for highlights elsewhere. In 2022, ahead of major Premier League matchups and the FIFA World Cup, I helped in designing the end-to-end user journey for "Key Plays." A feature allowing users to rapidly catch up on pivotal match moments via a curated playlist of highlight clips before seamlessly transitioning into the live stream.
Cross-Functional Collaboration: I partnered closely with marketing, ad sales, and brand partnerships to navigate complex client requirements. By facilitating design reviews, I ensured that all sponsorship clients approved of how their brand identity and likeness were integrated, successfully balancing high-value business partnerships with a cohesive, user-centered product experience.
Navigation: On TV platforms, navigating an interactive rail using the D-pad on the remote introduces high cognitive friction. I engineered a linear, card-based carousel overlay that sits non-intrusively on the lower third of the screen, allowing viewers to skip between major match milestones such as goals, touchdowns, dynamic plays, red cards, etc. using simple left/right remote clicks.
Challenges: Some of the challenges I faced were that to standardize the location and placement of brand logos for the "Presented By" area. With the different sizes of different logos, as well as concerns on specific companies not approving of using there logo on our feature with the colors we had selected and created. This caused a lot of back and forth with many companies, requirung us to regroup and try and create a standardized
Sports Pictograms
Peacock needed a new updated icon button imagery for there sports, coming off the 2022 beijing winter olympics, we were inspired by the pictogram iconography system used to organize each sport in the olympics, and wanted to create our own pictogram system to group each sport we offered to viewers in our deep category of sports that would also reflect modern times. Not only would these icons show off the unique brand of Peacock, but a system that would help simplify and communicate to users quickly which sport to go to.
To ensure the system was scalable and logically consistent across hundreds of assets, I established a multi-layered matrix for background containers based on physical playing surfaces.
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Surface Terrains
Color-Coded Semantic Logic
Custom textures/motifs were created for each kind of sport. Depending on the surface area of where the sport is played we categorized them by Rugged Terrain, Track/Circuit, Grass, and Stadium environments
I developed a strict color taxonomy to anchor the user's mental model—Blue for ice/water sports, Brown for dirt or hardwood courts, Green for grass/turf, Red for tracks/circuits, and a neutral Purple as a catch-all brand fallback.
Designing icons for TV screens requires strict adherence to legibility principles. I subjected the pictograms to rigorous legibility and contrast testing to ensure that the silhouettes remained perfectly recognizable even when scaled down to small grid components or viewed from a 10-foot distance on lower-resolution displays. This system drastically simplified category discovery while reinforcing Peacock's premium brand identity.
Live Sports Templates
For massive cultural broadcasting moments like the 2022 Super Bowl, the NFL season, Premier League, MLB, and major golf/tennis tournaments, the content artwork is the front door to the entire product. I was tasked with designing a robust framework of Live Sports Templates, the foundational cover photos, adding live badging, and correct info that dynamically displays ongoing events across the entire platform ecosystem from mobile, tablet, desktop, and TV.
I integrated these templates directly into our large-scale design system, ensuring that component properties (like aspect ratios and safe zones) translated flawlessly from mobile portrait viewports to cinematic 16:9 TV interfaces.
