Briefly
Designed cross-platform experiences for Crave, CTV, Novoo, and TSN as part of Bell Media’s streaming ecosystem.
Solved UX challenges shaped by licensing, platform constraints, and brand strategy.
Collaborated with internal and vendor teams to ensure consistency across mobile, web, and Smart TV.
Brought systems thinking to flows, messaging, and feature design.
— for Bell Media
— for Bell Media
Redesigning Crave: A Multi-Platform, Multi-Brand Product Strategy
Redesigning Crave: A Multi-Platform, Multi-Brand Product Strategy
Role: Product Designer Timeline: 2024 – Present
Platforms: Web, iOS, Android, Smart TV (Roku, PlayStation and more...)
Role: Product Designer Timeline: 2024 – Present
Platforms: Web, iOS, Android, Smart TV (Roku, PlayStation and more...)
Our team was tasked with a major challenge: rethinking the Crave app while integrating additional brands like CTV, Novoo, and TSN into a cohesive, unified user experience. This wasn’t a simple redesign. Each platform came with its own audience, its own product history, and its own business strategy. We had to create something unified and intuitive, without flattening the differences that made each brand valuable.
My role spanned strategy, design, and execution, with a focus on ensuring the experience made sense from every angle: user expectations, platform behavior, technical feasibility, and business constraints.
Our team was tasked with a major challenge: rethinking the Crave app while integrating additional brands like CTV, Novoo, and TSN into a cohesive, unified user experience. This wasn’t a simple redesign. Each platform came with its own audience, its own product history, and its own business strategy. We had to create something unified and intuitive, without flattening the differences that made each brand valuable.
My role spanned strategy, design, and execution, with a focus on ensuring the experience made sense from every angle: user expectations, platform behavior, technical feasibility, and business constraints.
Bell Media is a leading Canadian media company behind major platforms like Crave, a premium streaming service with HBO and original content; CTV, the country’s top TV network for news and entertainment; and Noovo, a French-language network offering local and reality programming in Quebec.
Bell Media is a leading Canadian media company behind major platforms like Crave, a premium streaming service with HBO and original content; CTV, the country’s top TV network for news and entertainment; and Noovo, a French-language network offering local and reality programming in Quebec.
To work on this project, I had to deeply understand each brand’s users and positioning. For example, the way someone interacts with CTV news is very different from how they browse for premium content on Crave. Meanwhile, TSN had its own flow, centered around real-time sports content, and licensing limitations that affected what could be shown and where. I worked to shape flows, messaging, and interaction patterns that felt native to each brand while still functioning as one ecosystem.
A huge part of this work involved aligning product vision with technical realities. We worked closely with internal dev teams (iOS, Android, web) and third-party vendors building for smart TVs (Roku, PlayStation, etc.). Every decision had layers, business licensing rules, platform limitations, personalization needs, and backend constraints.
To work on this project, I had to deeply understand each brand’s users and positioning. For example, the way someone interacts with CTV news is very different from how they browse for premium content on Crave. Meanwhile, TSN had its own flow, centered around real-time sports content, and licensing limitations that affected what could be shown and where. I worked to shape flows, messaging, and interaction patterns that felt native to each brand while still functioning as one ecosystem.
A huge part of this work involved aligning product vision with technical realities. We worked closely with internal dev teams (iOS, Android, web) and third-party vendors building for smart TVs (Roku, PlayStation, etc.). Every decision had layers, business licensing rules, platform limitations, personalization needs, and backend constraints.
When designing purchasing and bundling flows, I helped define how we could present multiple products and subscription models in a way that made sense to the user, both visually and conceptually. Messaging had to be clear and honest, while respecting what we were legally allowed to say. We had to design with business logic baked into the experience, not added on top.
Throughout, I advocated for a platform-sensitive approach. Designing for a TV remote is different from mobile swipes, and we treated those differences as fundamental, not secondary. I worked across multiple product teams to make sure that no matter the platform, or the brand, the experience felt smart, seamless, and intentional.
When designing purchasing and bundling flows, I helped define how we could present multiple products and subscription models in a way that made sense to the user, both visually and conceptually. Messaging had to be clear and honest, while respecting what we were legally allowed to say. We had to design with business logic baked into the experience, not added on top.
Throughout, I advocated for a platform-sensitive approach. Designing for a TV remote is different from mobile swipes, and we treated those differences as fundamental, not secondary. I worked across multiple product teams to make sure that no matter the platform, or the brand, the experience felt smart, seamless, and intentional.
This wasn’t just UX. It was experience architecture across an entire multi-brand product ecosystem, shaped by business realities, user needs, and platform logic.
We’re built an experience that respects the individuality of each brand, while offering users a seamless, unified product. Teams are shipping faster, brand alignment is stronger, and we’ve laid the groundwork for a long-term content strategy that scales with the business.
This wasn’t just UX. It was experience architecture across an entire multi-brand product ecosystem, shaped by business realities, user needs, and platform logic.
We’re built an experience that respects the individuality of each brand, while offering users a seamless, unified product. Teams are shipping faster, brand alignment is stronger, and we’ve laid the groundwork for a long-term content strategy that scales with the business.
This project was a pivotal moment in my growth as a senior product designer. I led strategic design across a complex ecosystem, aligning stakeholders, balancing competing priorities, and delivering scalable, cross-platform solutions. It sharpened my ability to think in systems, lead through ambiguity, and craft experiences that deliver meaningful value for both users and the business.
This project was a pivotal moment in my growth as a senior product designer. I led strategic design across a complex ecosystem, aligning stakeholders, balancing competing priorities, and delivering scalable, cross-platform solutions. It sharpened my ability to think in systems, lead through ambiguity, and craft experiences that deliver meaningful value for both users and the business.
Briefly:
Identified and addressed gaps in museum experiences with digital solutions.
Conducted research and developed a visitor-centric app.
Designed and tested features such as personalized feeds and interactive maps.
Through non-intrusive and informative adverts in the app, we encouraged the purchase of annual subscriptions.
Gained valuable experience for future design roles.
Designed cross-platform experiences for Crave, CTV, Novoo, and TSN as part of Bell Media’s streaming ecosystem.
Solved UX challenges shaped by licensing, platform constraints, and brand strategy.
Collaborated with internal and vendor teams to ensure consistency across mobile, web, and Smart TV.
Brought systems thinking to flows, messaging, and feature design.
Designed cross-platform experiences for Crave, CTV, Novoo, and TSN as part of Bell Media’s streaming ecosystem.
Solved UX challenges shaped by licensing, platform constraints, and brand strategy.
Collaborated with internal and vendor teams to ensure consistency across mobile, web, and Smart TV.
Brought systems thinking to flows, messaging, and feature design.
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—for Ministry of Culture an Tourism
—for Ministry of Culture an Tourism
Crafting a Design System through Code-First Thinking
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— for Agora Design Foundation
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His work has been recognized by It's Nice That, Best Graphic Design of the Year, Page Magazine, and Print Magazine
Murathan Biliktü
©2025
His work has been recognized by It's Nice That, Best Graphic Design of the Year, Page Magazine, and Print Magazine
Murathan Biliktü
©2025
His work has been recognized by It's Nice That, Best Graphic Design of the Year, Page Magazine, and Print Magazine
©2025
Murathan Biliktü
His work has been recognized by It's Nice That, Best Graphic Design of the Year, Page Magazine, and Print Magazine
©2025
Murathan Biliktü
His work has been recognized by It's Nice That, Best Graphic Design of the Year, Page Magazine, and Print Magazine
Murathan Biliktü
©2025