A new way to shuffle your favorite shows for a fresh, unpredictable viewing experience. Instead of watching episodes in order, simply select a show, hit the Randomize button, and jump into a surprise episode. Perfect for rewatching comfort shows or discovering forgotten favorites with no hassle!
Scrolling endlessly to find a specific episode in a massive TV library is frustrating, and watching only in chronological order can feel restrictive. Apple TV organizes by season but still lacks flexibility.
Introducing Playlist & Shuffle Mode—curate your favorite episodes into personalized playlists or hit Shuffle for a fresh, randomized viewing experience. Perfect for rewatching beloved shows in a new way, seamlessly synced across all Apple devices. Take control of how you watch TV—your way.
Apple TV+ currently lacks a shuffle feature, unlike Hulu, which offers limited show-specific shuffling, and Netflix’s "Play Something", which suggests entirely new content rather than randomizing episodes of a selected show. Amazon Prime Video also does not support episode shuffling, often making content discovery cumbersome. The proposed Apple TV+ Shuffle Feature would stand out by allowing users to randomize episodes within their favorite series, providing a fresh, engaging way to rewatch content. This feature enhances personalization, reduces browsing fatigue, and differentiates Apple TV+ with a unique approach to content discovery.
With conducting user interviews, the feedback I received help me create an affinity map that served as the early foundation of what Curator was to become down the road. Creating this allowed me to put all user data in one place and prioritize what needs to be done to move forward.
Across all interviews, users expressed frustration with fragmented content, cluttered interfaces, and tedious navigation—especially when trying to return to specific episodes. While Netflix is praised for its ease of use and helpful reminders, Apple TV and other platforms often require excessive scrolling or manual effort. Users want cleaner interfaces, watchlists, personalized playlists, and auto-start features to streamline their viewing and make it easier to rewatch or keep track of shows across devices.
Creating the following Personas allowed me to get in the mindset of my target users and how I can solve the problem that Apple TV users faced. These Personas essentially came to life when going through the design process and served as my guiding lights.
Clearly defining what the Business Goals and user Goals for this feature addition allowed me to definite two paths that in turn had common goals that can help push Apple TV+ further. The Business Goals served as the founding business plan while the User Goals would create the ideas that will attract and retain users to keep Curator going.
This highlighted flow showcases the path a user would go through from start to finish to activate the randomizer feature.
With all I was armed with thanks to the user feedback from previous projects, I was able to finally create a probable design based on data gathered from real research. This allowed me put a face to the name I am trying to create for those to see. This gave me an opportunity to finally step into the design side of things and flesh out my ideas.
This is where I felt the magic is starting to take place. The initial look and feel of adding this randomizer feature has come to life with these high fidelity wireframes. But testing is yet to come!
This project was an exercise in integrating a new feature into an existing product, focusing on enhancing user experience without disrupting familiar workflows. Through research and user feedback, I learned that while streaming platforms offer vast content libraries, navigation and personalization remain pain points. The Episode Randomizer and Playlist Sharing features were designed to provide users with more control, making content discovery and rewatching more engaging. This process reinforced the importance of seamless integration, user-centric design, and balancing innovation with existing habits.
If you are interested in the prototype, please click here to give it a test run!
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