Less is more, girlfriend


A sweeping redesign to reduce churn and refocus on what hayu does best – reality on demand.


A streamlined product which does the heavy lifting for the audience, increases engagement, and encourages viewers to consume a wider range of content.

Strategy & Design
Live Project →


hayu is a subscription service which provides exclusive access to American reality TV in more than 10 countries outside the US. Despite a successful first few years and a strong content proposition, hayu found that many users only watched a few flagship shows and a significant number would leave the service rather than watch something new.

  1. More eyes on the catalogue: hayu users really love reality TV, but the subscription has to be worth it, and despite a great catalogue, users were finding it difficult to discover new content.  
  2. Do one thing well: originally, the service had an overabundance of features - playlists, short-form content, articles and a multitude of content filters but users just wanted to watch reality TV.
  3. New content rights: drive interest in new genres of programming offered by recently acquired content rights.
  4. Interaction branding: adapt a recently refreshed brand into a design system that works across digital devices.
  5. Reduce technical issues: deliver a service which is easier to manage, with less margin for error.



Our work on the new hayu product consisted of two distinct projects. The first a 6-week discovery and concept piece where prototypes were tested with hayu users and modified as we progressed. The resulting findings gave us enough evidence to achieve stakeholder buy-in and progress to a 14-week production project where design was refined and documented in detail for sprint-by-sprint delivery to the build team.

hayu - Strategic approach

Reduced complexity,

increased efficiency

In order to refocus on hayu's core values and enhance the product's quality we had to be brave enough to remove all redundant complexity, whilst taking the time to improve features that aid content discovery and benefit the audience most. This strategic reduction of features means the service is more efficient to run for editors and engineers, and more rewarding to use.

hayu - Reduced complexity, increased efficiency


and unique

A consistent redesign on responsive web, iOS and Android, with a unique, stand out identity and experience that even the most languid reality fan can get to grips with easily.

hayu - Bold and unique

The home

of reality

An experience that delivers on its key promise to be the go-to service for a wide range of reality shows, where audiences can easily discover and watch much more content.

hayu - The home of reality
No items found.
All Projects
All Projects