ITVX launch

In 2021, TV critic Charlie Brooker described using ITV Hub as “constant, horrible discomfort. It is staggeringly, staggeringly f***ing bad.”

ITV hired me as the only UX Writer in a new design team assembled to create ITV Hub’s replacement: ITVX. I had full responsibility for all the UX copy on the platform.

When I reviewed the existing content on ITV Hub, I found the tone of voice was wildly uneven. Labelling was inconsistent, help articles were out of date and error messages were unhelpful. And that’s without going into the technical issues.

There was no copy documentation and only general brand copy guidelines. It was clear that copy had been a neglected discipline.

I rewrote the user journeys, documenting everything. I defined a clear UX writing style and approach for ITVX, based on the WCAG accessibility standard. Later I documented everything in a UX writing guide.

For launch, and during the months of optimisation that followed, I was responsible for creating a consistent, usable platform with greatly improved accessibility and usability overall.

ITVX went on to win numerous awards between 2023 and 2025 including:
• Edinburgh TV Festival 2023: Best On Demand Service
• The European Video Awards: Best CTV App Innovation for 2023
• VideoTech Innovation Award: Advanced TV Service of the Year
• Edinburgh TV Festival 2024: Channel of the Year
• Broadcast Awards 2025: Channel of the Year