Red Bull ACCOUNT & PERSONALIZATION
Sr. Designer / Design Lead - Product Owner
In 2016, Red Bull TV was rolling out across mobile and TV, but adoption was fragmented. Users bounced between platforms with no way to carry preferences or progress. Account creation was optional, personalization was missing, and key business metrics like engagement, retention, and cross-platform usage showed it.
Through user research and data analysis, we identified a clear need for a unified experience—one where users could log in once, pick up where they left off, and get content tailored to their interests.
I led the design of a new account system and personalization framework, working across product, engineering, and growth. This became the foundation not just for Red Bull TV, but for a broader connected ecosystem across Red Bull’s digital products.
Below are a few of the key focus areas that brought this to life.
PERSONALIZED EXPERIENCE ACROSS ALL PROPERTIES : Interests, Favorites, Downloads
Personalization was the cornerstone of our strategy to build a more connected and relevant experience across platforms. With over 50,000 content assets spanning 200 playgrounds, from original series and live events to articles, stories, and soundbites, helping users quickly find what mattered to them became an increasingly complex challenge, especially across different surfaces.
We started by launching Favorites and the Downloads Library, then expanded with My Interests, giving viewers the ability to select the sports, stories, and cultures they cared about most. These inputs powered a personalized recommendation rail that helped guide users directly to content they loved.
Behavioral data from Favorites and offline downloads revealed something deeper: users weren’t just watching, they were curating. That insight shaped a smarter, more dynamic home feed—one that could anticipate user needs and surface the right content before they even searched for it.
ONBOARDING
As Red Bull TV evolved into a cultural touchpoint, it became a personalized gateway for live events, original series, and global sports. Improving the first-time onboarding experience quickly became a priority in 2018. Without clearer signals around each viewer’s interests, we couldn’t deliver an experience that felt relevant or rewarding. This sparked a broader effort to rethink the entire journey. We updated the in-app flow, redesigned the login and sign-up experience, and refreshed the email campaigns, all to help users connect with the content they care about, faster and more intuitively, no matter the owned channel they were signing up from.
GALLLERY MESSAGING
Prior to launching Interests and Downloads, users who had feedback, submitted poor ratings, or ran into issues would file a support request through our Zendesk integration, with the rest of the conversation taking place over email. To improve engagement and create a more immediate support experience, we brought these interactions directly into the app. We also added and experimented with real-time rating prompts and lightweight feedback tools, giving users a way to flag problems or share suggestions in the moment, ideally before frustration built up.
One centralized UNIVERSAL Account Hub
With Red Bull’s ecosystem expanding across platforms and content types, we knew that creating a cohesive user experience meant giving people a single place to manage it all. The Universal Account and Account Hub became essential to this vision. Without a unified entry point for features like Favorites, Downloads, Library, My Interests, and Settings, users were left jumping between platforms without a sense of ownership or continuity. By centralizing these tools, we aimed to simplify the experience and give users more control over how they engage with Red Bull content, no matter where they started.