Designing for Decision-Making
Tubi Apple VisionPro
Tubi, the leading free ad-supported streaming service in the U.S., embraced the emerging spatial computing era by launching a native app for Apple Vision Pro. This new platform offered a unique opportunity to redefine how users interact with streaming content—moving beyond traditional screens into an immersive, three-dimensional environment. The goal was to create a spatial-first viewing experience that felt intuitive, engaging, and true to Tubi’s brand promise of easy, free entertainment.
The challenge was to leverage Vision Pro’s advanced capabilities—such as eye tracking, hand gestures, and voice control—while maintaining seamless content discovery across a vast library. By reimagining the interface for mixed reality, the app aimed to captivate users with immersive navigation and personalized recommendations, setting a new standard for how streaming services can evolve in the spatial web.
The Problem
Tubi needed to create a completely new, 0 to 1 streaming experience for Apple Vision Pro—a device unlike any other, with unique interaction paradigms and spatial computing capabilities. Users expected an immersive, intuitive way to explore Tubi’s vast content library, but the challenge was designing an experience that felt native to this entirely new platform while staying true to Tubi’s brand identity.
My Role: As Principal Product Designer, I led the end-to-end design of the Tubi Vision Pro experience. This involved crafting a spatial interface that aligned with Tubi’s brand, ensuring seamless navigation and interaction within the mixed-reality environment.
Reflection
This project was a significant step in exploring the future of content consumption in mixed reality. It demonstrated the potential of spatial computing to transform user experiences and highlighted the importance of designing with platform capabilities in mind.
Pioneering immersive streaming on spatial computing
The Tubi Vision Pro app set a new benchmark for free streaming in mixed reality. By harnessing spatial interactions, it delivered a fresh, intuitive experience that expanded Tubi’s reach into next-gen devices.