TN Marketing Vidstore Platform

Reimagine Streaming Platform with Personalization

Overview

TN Marketing is a global video streaming service that connects people through their passions. Our instructional content, focused on lifelong hobbies, reaches members in over 170 countries. With more than 10 million registered enthusiasts, TN Marketing continues to invest in both content and community.

At the core of our streaming experience is VidStore, TN Marketing’s award-winning platform. Built on industry-leading technology architectures, VidStore ensures reliability, scalability, and a seamless user experience for their members.

With an in-house production team managing hundreds of video shoots each year, contributing to a library of more than 7,700 hours of high-quality instructional content. Our diverse catalog spans hobbies such as crafting, fitness, personal defense, bowling, photography, cake decorating, and more.

My Role
AVP, UX & Design

Responsibilities
Creative/Product Strategy, Align Stakeholders on Product Goals, Develop Design System, ADA Compliance, Prototyping, Design User Flows, User Research,

Tools and Methods
Sketch, Agile

The Challenge

A reliable platform needing a modern experience

While TN Marketing’s VidStore platform was built on a solid, industry-leading technology foundation, the user experience lagged behind modern expectations. The platform lacked a clear creative and product vision to elevate the experience for its diverse member communities. Without a contemporary design language or personalization strategy, members faced a dated interface that impacted engagement, content consumption, and retention.

Additionally, the platform needed to adopt an inclusive, ADA-compliant design framework to ensure accessibility for all users.

The Goal

Reimagine the experience through personalization and modern UX strategies

The mission was to transform VidStore into a modern, user-centric platform designed to drive growth through improved retention and acquisition. This meant developing a future-forward UX strategy grounded in personalization—leveraging member behavior, video interactions, and instructional engagement to deliver tailored content experiences. The goal extended beyond just the interface; it aimed to foster deeper community connections through features like interactive discussions, live events, and 1:1 “Ask the Expert” sessions with inspiring instructors—creating a sense of exclusivity and belonging for every member.

Research

User interviews

Through leading over 30 in-depth user interviews across multiple brands and communities, I set out to validate existing member survey data, uncover pain points, and identify key opportunities to improve retention and content engagement. This research directly informed the creative and product priorities needed to modernize the platform experience.

These insights provided clear direction for where the platform needed to evolve—placing emphasis on modern UX patterns, better content discovery, feature parity across devices, and clearer communication around membership value.

Key findings

Key insights from our members emerged. Below are a few key findings:

Frustrations with the Viewing Experience
Members expressed clear dissatisfaction with gaps in the video and class streaming experience. High-demand features such as “Continue Watching,” improved video controls, and robust playlist and favorites management were frequently cited as missing or inadequate.

Content Personalization Falls Short
Users want smarter recommendations tailored to their interests, including the ability to follow specific topics or instructors and easily discover new or relevant content. The lack of personalization often made the platform feel static rather than dynamic and engaging.

Inconsistent Experience Across Devices
Members reported frustration with a lack of feature continuity between desktop, mobile, and OTT apps. This inconsistency negatively impacted usability and user satisfaction, especially for members who switch between devices frequently.

Asset Creation

Wireframes

With new features defined, a product roadmap was created to prioritized development for the CMS redesign and I wireframed each state to accommodate the agile process and present to the product team.

Product Design

Prototype Screens

Pages - Tablet Responsive View [New Feature]

Pages - Mobile Responsive View [New Feature]

Pages - Create A Page with Template [New Feature]

CMS - Edit Video Component [New Feature]

Pages - Edit Commerce Page [New Feature]

Pages - Edit Product Carousel [New Feature]

See it in action

CMS Experience

In order to demonstrate the desired UX experience for the entire product team, it was important to explore how the CMS framework would feel as a user would navigate the application.