SVT Play
Sveriges Televsion (SVT) is Sweden’s public service broadcaster, tasked with providing impartial, accurate, and accessible content to audiences across the country. It offers a wide range of programs - including news, entertainment and children’s program - available on both traditional television and digital platforms such as SVT Play.
Problem
SVT Play’s video player experience had opportunities for improvement in consistency and usability across platforms (iOS, Android, Smart TV, and web). Additionally, there was a need for deeper insights into demographical user expectations as well as opportunities to improve navigation flows (e.g., from video end screens to related content) and further explore features such as live and VOD chat.
At the same time, evolving accessibility requirements (WCAG 2.1, 2.2 and the European Accessibility Act) highlighted areas where the service could become more inclusive. Existing design assets and workflows also presented opportunities for standardization and refinement.
Solution
✅ Identify user needs and pain points through research, aligning design decisions with key KPIs.
✅ Evaluate and tested compliance with accessibility standards (WCAG and EAA).
✅ Navigation improvement and content discovery, including introducing end screen nudges.
✅ Evaluation of new features such as live and VOD chat, as well as user perception of video quality.
Result
✅ Documented user research and analysis to identify trends.
✅ Implemented accessibility improvements, including support for enabling/disabling keyboard shortcuts in line with WCAG 2.1.4 (A).
✅ Designed and introduced an end screen nudge to improve navigation from video playback to thematic content.
✅ Exploration of new features, including video chat for live and VOD contexts.
✅ Identifying VoiceOver and TalkBack issues.
Duration:
Jul - Mar 2026
Role:
UX Designer
Product team:
Videoplayer Experience
Platform:
Web & App