Building a "Netflix for the YouTube generation"

WHEN: 2013 - 2015

During my time at Fullscreen I worked with a team of designers to create a web and mobile experience for a subscription video on demand service called Fullscreen. This service was geared towards millennials who grew up watching YouTubers and other social media influencers.

 We set out to make a personal, social, and immersive experience that felt different than the current players in the game.


Competitive analysis

We spent a lot of time looking at services like Netflix, Hulu, HBO Now/Go, YouTube, Vessel, and even Snapchat treated video consumption. Snapchat was a big influence in the social aspect of our platform since it’s main demographic is who we were aiming to please.

 We took notes on what each platform was doing well, where they were missing the mark, and how could we differentiate ourselves.

 The most obvious part of all this was that no matter what the experience was like, it was all about the content (which was under the control of our own original studio/along with purchased licensed content that our content team would choose from).

users collage

Our demographic

We spent a lot of time looking at services like Netflix, Hulu, HBO Now/Go, YouTube, Vessel, Our users, like stated above, were millennials. A generation that grew up using cell phones, grew up using social networks, and grew up during a time of no privacy.

 We wanted to cater to all of this. We knew our platform needed to feel social, but not too social. It needed to embrace this young and care-free perspective but not take away from the content.



The team spent quite a bit of time exploring the overall aesthetic and branding of the platform with our in-house brand and marketing team. It had to feel modern, young, and slightly irreverent to fit this millennial demographic. Below are some explorations I did.

mood board 1
mood board 4


The team went through different iterations starting all the way from an email notification, to the marketing site, through on boarding, and then through the entire trial period  experience.


Setting up the style guide

Again, working with the branding and marketing team, we developed a style guide that fit the asthetic of our branding that lived out in the wild, and worked well with our video platform.


Rapid prototyping

I explored many different layout and architecture styles. Pushing the limits with what I thought the standard for video consumption could be. I whipped these up in After Effects so that I could see these mocks with motion and interaction in mind.


Final product

Before I left we finalized the overall experience of the web platform to stay in parady with how our mobile platform was setup. After all was said and done, we had a solid video streaming product that allowed our users to discover content, socialize within their own community, and personalize their very own viewing experience.


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Copyright · Stephen Calvillo Design 2018