My5 is the brand name of video on-demand services offered by Channel 5 in the UK by the Group Viacom (BET, MTV and Nickelodeon..). When My5 launched in 2008, the app aimed to give viewers the content they want - whenever and wherever they want it.

App technology, like design, is always changing. For channel 5, this meant an app that appeared to be stuck in the past.

Leading the creative on this project, we collaborated with strategy, UX and engineers to revitalise the platform to drive greater audience engagement.

Design Thinking, at the core of our process, helped us to identify those alternative strategies and solutions which may have been overlooked with our initial level of understanding.

Working across multiple platforms requires careful thinking. That's why we follow an atomic design methodology. It allows us to create and structure interface design systems more deliberately and hierarchically.

Our focus on micro interactions sets the My5 app apart from competitors. Micro interactions are the small bits of communication that help users navigate the interface, perform basic functions, such as connecting devices or liking posts.

It's about much more than aesthetics. Micro interactions give users hints as to what they can expect next.

Interactivity like this helps inject joy into the experience: bringing the audience closer to the brand.

• 4.7 stars on app store
• Greater audience interaction
• Enhanced brand profile
• Increased business growth