Reimagining Search at CBS All Access
Designing a search experience that supports both discovery and retrieval—helping users find the right content faster.
The ViacomCBS brand is widely recognized by millions of viewers, and it has expanded its offerings with the introduction of the streaming platform, CBS All Access. As a Product Designer, my role was to establish a visually refined search function and define how it could significantly affect the happiness and satisfaction of users within the platform.
Role: Product Designer
Project: Search Redesign - Mobile
Focus: Competitive Analysis - Wireframing - Interaction Design · Prototyping - Visual Design
Project: Search Redesign - Mobile
Focus: Competitive Analysis - Wireframing - Interaction Design · Prototyping - Visual Design
PROBLEM STATEMENT
The CBS ALL ACCESS search page is currently encountering difficulties in providing a truly personalized and engaging experience for its wide-ranging user base. Given the pivotal role that user satisfaction and content discovery play in fostering the platform's growth, retaining subscribers, and generating revenue, it is imperative to assess and enhance the applications search page.
THE SOLUTION
01
Built for users, informed by insight
Thoughtfully designed. Backed by insights. So you can just press play and enjoy the experience without distractions.
02
redefining search through visual discovery
Don't search. Discover. With intuitive visual cues and dynamic previews, finding your next favorite show feels more like flipping through a mood board than digging through categories.
03
empower your experience with assistive filtering
Enhance your experience with assistive filtering that adapts to your unique preferences. Stream smarter by filtering out irrelevant content and discovering more of what you love.
The Problem
UNDERSTANDING THE PROBLEM
In re-designing the CBS ALL ACCESS search page, I aimed to create a tailored, engaging experience that connected with our diverse user base. My focus was on making it easier for users to discover the content they’re searching for while also offering personalized recommendations that aligned with their interests.
Key challenges
* Limited guidance for exploratory searches
* Limited filtering and refinement
* Few recovery paths for unsuccessful searches
* Large content libraries could increase decision fatigue
My Role
I worked across competitive analysis, UX exploration, interaction design, wireframing, prototyping, and visual design.
My responsibility was to translate the search problem into an improved experience, explore interaction models, and develop the final search and filtering concepts.
<This was an exploratory concept rather than a full production redesign, so engineering implementation and product analytics were outside my scope.>
Assumptions & Research
Target Audience
The target audience I focused on were users already familiar with the ViacomCBS brand and its wide range of content offerings—movies, TV shows, documentaries, sports, and news. I understood that these users would actively look for a more convenient way to discover and enjoy their favorite content.
The Opportunity
I explored how search could become more than a retrieval tool by supporting content discovery and exploration.
The goal was to help users move from:
“I know what I want.”
to
“Help me find something I'll enjoy.”
Repeating users
Familiarity
Users who return repeatedly are likely more familiar with the search functionality and have developed a clearer mental model of the interface. Drawing on their past experiences, they may interact with the search function more confidently and efficiently.
Personalized expectations
Since these users have already interacted with the platform, they may expect the search functionality to deliver personalized recommendations and results tailored to their viewing history and preferences.
Higher expectations
Given their prior familiarity with the platform, these users may have higher expectations for the search functionality's performance, relevance, and user experience. As a result, they might be less forgiving of issues like slow loading times or irrelevant search results.
Potential Pathways
How might we help users discover something relevant when they don't know exactly what they're looking for?
This led me to explore three search behaviors:
Known Intent
“I want to watch Star Trek.”
Exploratory Intent
“I want something funny.”
No / Low Match
“I can't find exactly what I searched for.
These scenarios informed opportunities for recommendations, filters, recent searches, and trending content.
Competitive Analysis
I analyzed leading streaming platforms to understand how they approached search, filtering, recommendations, and content discovery. Rather than comparing visual treatments alone, I looked for patterns that could inform the CBS All Access search experience.
Key Takeaways
Most platforms were optimized around finding known content, creating an opportunity for search to play a larger role in discovery.
insights
From the analytical results, I recognized the importance of providing feedback when a searched item was unavailable, as clear and timely communication between the system and user is essential. This approach ensures that users understand the outcome of their actions and the system’s current state.
To enhance the search experience, I designed filter systems that would allow users to narrow down their choices quickly and make more informed decisions. This feature would improve the overall user experience by reducing cognitive load and simplify decision-making.
This led me to my HMW solutions.
How might we...
Leverage historical and trending search data to assist users when direct matches are unavailable?
Exploration
I explored multiple approaches to determine how filtering could be introduced without overwhelming the search experience.
A - Persistent Filtering
Filters remain visible throughout the experience.
Rough Draft Filter - A
B - Contextual Filtering
Filters appear when users need to refine their results.
Rough Draft Filter - B
These pathways focused on finding the right balance between functionality and cognitive load.
Decision
I moved forward with contextual filtering because it kept refinement accessible without competing with search and content discovery.
Why
* Preserved a familiar interaction model
* Reduced visual complexity
* Kept focus on content
* Maintained access to filters
Search Experience Structure
I approached search as a system rather than a single screen.
Core Flow
Search → Query → Match → Results
No Match
Search → Query → No Match → Related Content
Additional Pathways
Recent Searches · Filters · Trending Searches · Recommendations
This creates multiple ways for users to reach relevant content.
Search Experience Architecture
The Solution
The final concept reframes CBS All Access search around retrieval, refinement, and discovery.
The experience combines:
Search · Recommendations · Recent Searches · Trending Searches · Filters · Related Content
Together, these elements help users navigate a large content library with greater guidance and fewer dead ends.
Mid Fidelity - Draft B - Wireframes
Final Designs
Validation
Because this was an exploratory concept, formal usability testing was not conducted as part of the project.
I used the following to get around this:
Competitive analysis · Heuristic evaluation · Design critique · Stakeholder feedback · Iterative exploration
Key Takeaways
Consistency with existing system:
I analyzed and integrated the existing UI elements and interactions used by CBS ALL ACCESS to ensure that my solution aligned seamlessly with the platform's established design language. This approach allowed me to create a cohesive and intuitive user experience that felt consistent and familiar to the users.
Personalization:
I focused on providing users with a tailored experience to enhance their satisfaction and increase content discovery. By focusing on personalization, I was able to make interactions more engaging and relevant, ultimately improving the overall user experience.
Future scope
Constant Improvement:
Keeping in mind the evolving landscape of user preferences and technology, I will regularly analyze the design of the CBS ALL ACCESS search page. By applying necessary updates, I’ll ensure the search experience remains relevant, engaging, and in line with users’ expectations.
User Testing:
I plan to initiate user testing for the implemented solutions to gain insights into how new features could be received. This process will help me identify any areas that need further improvement, ensuring the final product effectively meets user needs and expectations.
Expanding Personalization:
Further exploration of alternative avenues to boost personalization, such as integrating machine learning algorithms to enhance content recommendations and leveraging user behavior analysis to fine-tune search outcomes. This approach will allow me to create a more tailored and engaging experience for users.
Conclusion
I reframed CBS All Access search from a utility focused on retrieving known content into an experience designed to support retrieval, refinement, and discovery.
Through competitive analysis and iterative exploration, I developed a concept intended to help users navigate a large content library with less friction and more guidance.
