Chiller POC | Ian Rogers

Overview

The Chiller POC was a proof of concept demonstrating how a responsive, modular web framework could be applied across NBCUniversal’s cable networks.

Challenges
Most sites were still locked into desktop-first design, even as mobile signaled a major shift about to reshape content delivery. Organization-wide discussions at NBCU highlighted the need for a real-world example of how a responsive, cross-platform strategy could be applied to a cable TV site.

Pilot Site
ChillerTV.com was an ideal redesign choice: a desktop-only site with poorly represented content, no video streaming, and a visual tone misaligned with the network’s gritty horror/sci-fi identity (which could be easily fixed with a redesign). Its small, multi-page structure made it perfect for building a reusable component library with room left for future expansion.

Solutions & Impact
A modular, atomic system of reusable components was designed to fold, stack, and recombine seamlessly across devices, enabling efficient content delivery, lower costs, and easier updates. This approach demonstrated the value of a scalable model, with the project providing a realistic visual reference that would inform future content-first strategies for NBCU networks.

The Chiller TV Network ended operations on December 31, 2017.

Design Director
Guided team on early concepts, then refined/delivered final device layouts/components, collaborating closely with stakeholders
Visual Realignment
Shifted site visuals to a darker horror/sci-fi tone to support the surfaced content
Design Explorations
Researched/refined realistic solutions for responsive content: testing limitations, breakpoints, adaptive behaviors for ideal outcomes
Speculative Design
Developed mock-ups for future modular video content experiences (outside of project scope)

Component Reference
Defined core site elements (type, textures, ratios, modules) as reusable building blocks
Content Curation
Strategically selected realistic, Chiller content to showcase modular/responsive feature support
Content Writing
Created realistic, genre-appropriate copy for UX/content gaps
Development Validation
Reviewed static designs with engineering to ensure concepts were technically feasible before sharing with internal groups