Context
Telia operated two separate streaming services, Telia Play and C More. Each had its own UX patterns, visuals and roadmap across mobile, web and TV. The business wanted to move toward a unified Telia Play experience that still supported different content offerings and markets.
Challenge
We needed to merge two mature products into one coherent streaming service without breaking existing customer habits. The UX had to work across phones, tablets, web and TV, and support different brands and campaigns over time. At the same time we had to reduce duplicated design and engineering effort so teams could move faster.
Approach
I worked with product, brand, and engineering leads to audit both services and map overlapping patterns. We identified the building blocks that showed up everywhere. Cards, rails, navigation, and detail views. From there we defined a component hierarchy and usage rules that could outlive any single campaign or brand. Throughout the process we tested flows on real devices to make sure the system worked in living rooms as well as on laptops and phones.
Principles
Consistency in behavior across devices.
Brand flexibility through theming, not redesign.
Reuse by default. Create new UI only when the system cannot cover it.
Solution
We created a shared, brand-agnostic component library that powered the unified Telia Play experience across mobile, web, and TV. Layout, spacing, interaction, and behavior stayed consistent, while typography, color, and branding could switch through theming. Before, teams solved the same patterns twice across two products. After, one card and rail system could support both Telia Play and C More with only visual changes. Clear guidelines helped feature teams reuse components instead of creating one-off solutions.
What changed
Before, Telia Play and C More evolved in parallel with duplicated patterns and uneven UX across devices. After, one navigation model and shared components powered both services, with branding handled through theming.
Impact
The unified experience gave viewers a more consistent journey across devices, so switching between phone, TV, and web felt familiar. Internally, teams used the shared library as the default starting point for new features, which reduced duplicated work and sped up releases. We rolled it out across mobile, web, and TV, and brand or campaign updates became cheaper because they could ride on top of existing components rather than trigger full redesigns.
Hard proof
Feature teams used the shared library as the default starting point for new UI across mobile, web, and TV.
Reflection
This project strengthened how I think about design systems as products in their own right. Investing in a clear component hierarchy and theming strategy let one system support multiple brands and device contexts without fragmenting. If I did it again, I would push tokens and documentation even earlier so adoption by feature teams is faster and more predictable. I have carried these principles into later work in automotive and AI, where consistency, flexibility, and speed all need to coexist.
