Bloomberg | Reimagining the Smart TV Experience
Bloomberg already had a tvOS app, but it didn’t reflect the full depth or interactivity of the Bloomberg ecosystem. Users struggled to switch between live and on-demand content, and the app lacked personalization—limiting engagement and discovery. To extend its product reach and deliver a richer, more intuitive experience, Bloomberg partnered with TribalScale to redesign the app and create a smart TV experience that mirrored the brand’s dynamic, data-driven storytelling.
Challenge
The original Bloomberg tvOS app offered a fragmented experience. Users could only access one type of content at a time—either live or on-demand—making navigation cumbersome and repetitive. Content recommendations were static and failed to surface relevant programming.
Bloomberg needed a partner who could help reimagine the platform from the ground up—one capable of delivering a continuous, personalized, and data-rich viewing experience while accelerating development through Agile delivery. Their confidence in TribalScale’s process and technical expertise solidified the partnership.
Solution
TribalScale worked closely with Bloomberg’s design, product, and engineering teams through an Agile framework, embedding our developers into Bloomberg’s workflow for full transparency and speed. Weekly iterations aligned cross-functional teams on priorities and feedback, ensuring a clear path from concept to delivery. The process began with Discovery Workshops, where both teams mapped audience needs, explored navigation models, and validated features through rapid prototyping. Each iteration refined the app experience—transforming wireframes into high-fidelity designs that captured Bloomberg’s premium aesthetic and editorial voice.
TribalScale’s redesign elevated Bloomberg’s tvOS app into a seamless, immersive experience:
Autoplay Video Experience: When users open the app, video playback begins immediately—merging live and on-demand content for uninterrupted engagement.
Intelligent Content Discovery: When on-demand videos end, the app automatically triggers related live content—introducing users to new stories and reducing viewer drop-off.
Personalization & Tracking: Using Google Analytics and Conviva, Bloomberg gained insights into viewing behaviour and preferences, optimizing recommendations and ad targeting.
Integrated Ad Framework: Built with Google’s Interactive Media Ads (IMA) SDK, the platform seamlessly delivers monetized experiences without disrupting playback.
Refined Visual Design: From wireframes to high-fidelity mockups, every interface was crafted to align with Bloomberg’s bold, editorial visual identity.
Tools and Technologies Used:
TV OS (Swift)
Google Analytics
Swift
Outcome
Bloomberg’s redesigned tvOS app brought the brand’s multimedia storytelling to life—bridging journalism, technology, and design into a single, fluid experience. The collaboration not only delivered an exceptional smart TV product but also demonstrated the power of data-driven content strategy and iterative design in transforming media engagement.
Why It Matters
In an era of streaming saturation, audiences expect immediacy, relevance, and fluid navigation. By integrating personalization, analytics, and automation into its tvOS platform, Bloomberg now delivers a continuous content experience—keeping viewers connected to the financial world with zero friction.