Alex Liston

I led the UX design and research team at Xperi, where we tackled the widespread challenge of content overload and fragmentation in the entertainment industry. Our business needed to maintain and grow market share against formidable competitors like Netflix, Roku, and Amazon. This required a strategic pivot to a new "Next Generation UI" and the exploration of new monetization streams across our growing portfolio, which included TiVo OS for Smart TVs and DTS AutoStage for connected cars. Users were frustrated by the paradox of "too much content" and the burden of remembering which app had which show, which led to a fear of paying for services they weren't fully using. Our research validated these pain points, revealing that 70% of users found existing content recommendations irrelevant, and nearly half (48%) were annoyed by having to browse multiple apps to find something to watch.

My primary task as the VP of Design & Research was to lead the strategic design and innovation for Project Mercury, transforming our US and European Design & Research organization to better align with the company's business goals. I was responsible for steering the team to create a "Next Generation UI" that would address these user pain points and serve as a complete, turnkey operating system solution for TV manufacturers to efficiently roll out new smart TVs. The core objective was to deliver a "meaningful and convenient" user experience characterized by simplicity, personalization, beauty, and seamless integration.

As a Design & Research Horizontal, my team's responsibilities were segmented to meet the needs of all business verticals. This structure allowed us to engage with multiple product teams, providing a repeatable, reliable, and scalable UX service.

• Market Research: We facilitated data-driven decisions across the organization by informing how real consumers think and behave. This involved exploring pain points, identifying target markets, and prioritizing new product ideas and features.
• User Research: We provided the platform for an iterative, user-centered design process by understanding user behaviors, needs, and motivations through various methodologies.
• Design: My team defined a cohesive design strategy and language, delivering comprehensive UI specifications and visual layouts to create intuitive, seamless, and frictionless user experiences. The team included Visual Designers who delivered pixel-perfect assets and UX Release Managers who acted as program managers to promote the design process.

To deliver on this mission, I implemented a comprehensive, user-centered design and research process and spearheaded key strategic initiatives to ensure our work was not just creative, but also collaborative and scalable.

• Led Organizational Transformation: I restructured the US and European Design & Research team, fostering a culture of collaboration, growth, and creativity. I made great hires and actively managed priorities to ensure efficient, high-quality output, guiding our work from ideation through iteration, validation, and ultimate delivery with a strong emphasis on shipping products.
• Drove Cross-Functional Collaboration: I piloted cross-functional brainstorming workshops with engineering and product teams, which helped to define innovative features and earned me recognition as an "Innovation Champion" for thought leadership and problem-solving. I ensured disciplined alignment with Division General Managers through regular quarterly check-ins, strategically supporting the company's mission.
• Championed User-Centered Design and Process: I advocated for UX outside the design group, presenting findings and product design direction to senior management and partners. My team conducted extensive research, including 20 rounds of usability testing on the NextGenUI, alongside focus groups, lab studies, and in-home interviews. I also promoted the use of tools like Figma for effective UX design communication and scaling and ensured all work was tracked in Jira for full clarity of priorities and predictability.

  Our step-by-step process was structured to shepherd designs from concept to delivery:

  1. Strategic Planning & Foundational Research: We defined the mission to create "the most convenient experience" and established our guiding principles: Simple, Personal, Beautiful, and Integrated. We used quantitative methodologies like surveys, Max Diff, and conjoint analysis to facilitate data-driven decisions.
  2. Ideation & Iterative Design: We defined a cohesive design language using core components as building blocks. We heavily emphasized iterative design cycles, creating prototypes and synthesizing solutions that met product requirements and user value.
  3. Validation & Feedback: We conducted extensive usability testing and usability studies to gather qualitative insights and validate our design concepts. Designs were regularly presented to Senior Management and partners in regular UX summits and executive reviews to ensure ongoing refinement and alignment.
  4. Specification & Delivery: Visual Designers created pixel-perfect mockups and assets, while Design Communicators developed detailed UI Specifications for development and QA teams, handling triage and bug responses to ensure a smooth handoff.

Our work led to significant business and user experience results that accelerated market adoption and enabled new revenue streams.

Accelerated Market Adoption: The project enabled the rapid launch of the TiVo Media Platform UX on the BMW automobile platform within a rapid 7 months of initial ideation. This rapid deployment contributed to the broader success of the DTS AutoStage platform, which has now exceeded the milestone of 8 million vehicles integrated across 146 countries. The TiVo OS platform further expanded its reach, with smart TVs shipping across 26 European countries with eight partners and 33 brands.

Improved User Experience: Our user-centered approach, which included 20 rounds of usability testing, resulted in demonstrably higher user satisfaction. Post-launch data showed that 77% of users found the new NextGenUI "better than my current DVR," and 75% described it as "easy to navigate". Independent external testers found the experience to be 46% "better than current TiVo experience" and 78% "more visually appealing". Crucially, we achieved an 11% lift in satisfaction for "time to content" from the original design, highlighting a significant improvement in content discovery and access.

Enabled New Monetization Streams: Our design work directly integrated and enabled new monetization strategies, including the Home Page Takeover (HPT) ad initiative from the monetization team. This laid the groundwork for the successful rollout of the TiVo One ad platform, which offers new opportunities for recurring revenue and enables monetization at scale.

I led my team in a project to address the profound transformation of the automotive industry, as vehicles evolved into sophisticated entertainment hubs. This shift presented a significant market opportunity to establish DTS AutoStage as the leading global, content-first entertainment platform for connected cars. My team's strategic imperative was to enable automotive OEMs like BMW to offer a unified, high-quality media experience, differentiating their brands and unlocking new, recurring revenue streams.

This opportunity came with unique user and technical challenges. Users were frustrated by content overload and the difficulty of sifting through multiple apps, a problem amplified within the constraints of a vehicle's human-machine interface (HMI). Our research highlighted that consumers desired a personalized, "content-first" approach. The in-car environment also dictated specific design considerations: touchscreens required generous tap targets and intuitive navigation for safety and comfort, and visual designs needed to be darker to reduce distraction.

My primary task as VP of Design & Research was to lead the strategic user experience design and research for the integration of DTS AutoStage into BMW's in-car HMI. This went beyond just designing interfaces; I was responsible for defining the foundational user experience for a global entertainment platform that would serve as a key differentiator for our partners. My objective was to translate Xperi's mission of enabling "extraordinary experiences" into a tangible, safe, and engaging in-car environment, ensuring our design met the automotive sector's unique technical and safety requirements while also creating new monetization avenues.

To achieve this, my team's core responsibilities were tailored to the intricate demands of in-car entertainment:

• Market Research: We informed data-driven decisions by thoroughly analyzing consumer behavior and market trends within the automotive entertainment space.
• User Research: I championed the creation of a dedicated HMI User Research Lab to conduct primary user research. Our team used iterative, user-centered methodologies to understand user behaviors and motivations specifically within the driving and parked-car environments, validating our solutions for optimal safety and usability.
• UX Design: My team defined a cohesive design strategy and "language" uniquely adapted for the automotive HMI. We created UI specifications and visual layouts that were intuitive and "content-first," while meticulously adhering to the constraints of the platform.

To deliver the DTS AutoStage platform for BMW, my team and I embarked on a user-centered design and research process, adapting our methodologies to the unique demands of the automotive environment. My leadership focused on empowering my team and driving tight cross-functional collaboration to ensure our work was not just creative, but also collaborative and scalable.

1. Strategic Planning & Foundational Research: I initiated the process by leading the creation of an HMI User Research Lab - complete with a simulated automobile cockpit. This was critical for accurately understanding user behavior within the confines of a vehicle. We also conducted extensive market research to identify opportunities for monetization within connected cars.
2. Ideation & Iterative Design: We adopted an agile product development methodology to facilitate rapid prototyping and continuous iteration. We were able to progress very quickly because we leveraged the Mercury Design language initially designed for Smart TVs. We designed for the unique BMW ultra-wide 3:1 screen resolution, carefully considering human factors like generous tap targets and simplified scrolling patterns to minimize distractions and maximize safety. We also consciously opted for darker color palettes to enhance legibility and reduce visual distraction in a car. A critical decision was to shift to a "content-first" approach, moving away from app-centric interfaces and introducing a "This-or-That" First Time User Experience (FTUX) to immediately provide personalized recommendations. I also integrated monetization opportunities directly into the design, ensuring sponsored content was clearly marked but non-intrusive.
3. Validation & Feedback: With designs in progress, we extensively used our new HMI User Research Lab to rigorously validate our solutions for quality, safety, and usability in a realistic setting. We also visited BMW's innovation center weekly to test out the latest builds in the actual cars. I regularly presented our findings and product design directions to senior management and our BMW partners for continuous feedback and alignment.
4. Specification & Delivery: My team delivered comprehensive UI specifications that served as a blueprint for development, ensuring consistency and precision in implementation. We maintained close collaboration with the development and quality engineering teams to address questions and bugs swiftly, ensuring the final product faithfully reflected the design intent.

Our strategic design and research efforts for DTS AutoStage on the BMW platform yielded significant business and user experience outcomes, propelling market expansion and establishing new revenue pathways. The project achieved the rapid launch of the TiVo Media Platform UX on the BMW automobile platform within a swift 7 months of initial ideation. This accelerated deployment was a key factor in the broader success of the DTS AutoStage platform, which has now expanded to over 10 million integrated vehicles across 146 countries.

As the VP of Design & Research, my team and I tackled a critical business imperative: to establish robust, scalable monetization streams for Xperi's rapidly expanding independent media platform. We were tasked with developing and integrating the One Ad Platform (OAP), specifically focusing on high-impact units like the Home Page Takeover (HPT). This initiative was a strategic priority to turn our millions of active users into significant recurring revenue.

The primary user challenge was to integrate advertising in a way that enhanced, rather than disrupted, our personalized, content-first experience. While our users expected tailored content, we risked eroding their trust if prominent ad units were perceived as intrusive or irrelevant. My team needed to make sure sponsored content was highly relevant, clearly identified, and seamlessly integrated to be a valuable part of the content ecosystem.

My specific task for Project OAP was to strategically define and lead the user experience design for integrating advertising as a core monetization stream across all of Xperi's independent media platforms. This required a delicate balance: I needed to ensure the successful development and implementation of high-impact ad units like the Home Page Takeover across diverse platforms including smart TVs, connected cars (DTS AutoStage), and IPTV solutions.

My objective was to unlock scalable recurring revenue while rigorously upholding our commitment to a delightful user experience. This meant solving the complex problem of making advertising not just visible, but also relevant, clearly identifiable, and non-intrusive.

My multi-disciplinary Design & Research team had several core responsibilities tailored to the unique demands of an integrated advertising platform:

• Market Research: We conducted in-depth analysis to understand the advertising landscape and align our ad strategy with advertiser needs and business growth objectives.
• User Research: My team meticulously researched user perception of advertising and conducted usability testing on proposed ad formats to ensure placements and interactions were perceived as valuable and relevant, not intrusive. We also validated the effectiveness of ad labeling for transparency and trust.
• UX Design: We were responsible for designing the HPT ad unit and other formats across all target platforms, defining visual design elements, interaction patterns, and call-to-action behaviors. A critical aspect was ensuring regulatory compliance for ad identification while developing flexible and scalable design solutions.
• Cross-Functional Alignment: We collaborated closely with Product, Engineering, and Monetization teams, ensuring that UX concepts were technically feasible and met business requirements.

To successfully integrate the One Ad Platform, my team and I adopted a comprehensive, user-centered design and research process that balanced our critical monetization goals with the paramount need for a non-intrusive user experience.

Strategizing and Executing a User-Centered Advertising Platform:

1. Foundational Research and Strategic Alignment: We initiated the project with extensive market research and user research to understand consumer attitudes toward in-platform advertising and identify pain points related to relevance and intrusiveness. I championed early, disciplined alignment with Product, Engineering, and Monetization teams to translate business requirements into actionable UX challenges.
2. Iterative UX Concept Development: My team embarked on iterative UX design cycles to create detailed concepts for the HPT ad unit. We developed high-fidelity wireframes and concepts that addressed specific technical and human factors, incorporating clear "Sponsored" labeling to build user trust and ensure regulatory compliance. I actively encouraged my User Research team to explore efficient methods like Heuristic Evaluations to quickly identify usability issues and refine concepts.
3. Continuous Validation and Refinement: We maintained an ongoing cycle of validation and feedback by presenting our UX concepts and design iterations to stakeholders. These sessions were pivotal for gathering critical input and addressing technical constraints. I also restructured our weekly design review meetings to ensure more active participation and deeper engagement from the entire team.
4. Detailed Specification and Cross-Platform Delivery: The final stage involved creating comprehensive UI specifications that served as detailed blueprints for our development and QA teams. We proactively collaborated with engineering to troubleshoot issues and ensure the final implementation faithfully reflected the intended user experience across smart TVs, connected cars, and IPTV solutions.

Guiding Strategic Design and Cross-Functional Excellence:

• Directed Team for Agile, User-Centric Ad Integration: I actively championed methodologies to accelerate our research and design cycles, leveraging modern tools like Figma and Zeplin to enhance the efficiency and clarity of our UX design communication. I also initiated efforts to streamline our UI specification process and promote consistency across new growth projects, ensuring our team delivered high-quality work with maximum agility.
• Drove Cross-Functional Alignment for Monetization Success: I ensured proactive and direct collaboration with VPs of Product, Engineering, and Monetization to successfully integrate the One Ad Platform. I personally drove the strategic alignment of advertising integration with broader business growth objectives, specifically focusing on how ad placements would affect diverse platforms. This involved presenting our detailed UX concepts for units like the Home Page Takeover to these leadership teams for final approval.
• Advocated for User Experience to Executive Leadership: I regularly presented the evolution of our designs and research insights to executive leadership to underscore the strategic importance of user-centric advertising. These presentations were crucial for demonstrating how our design approach, even for prominent ad units, safeguarded the personalized content experience while unlocking scalable recurring revenue.

Our strategic design and research for the One Ad Platform (OAP) yielded significant business and user experience outcomes, propelling market adoption and establishing critical new revenue pathways for Xperi.

• Accelerated Market Adoption and Platform Reach: The project delivered a unified ad platform that capitalized on Xperi's expanding independent media ecosystem.
• Enabled Scalable Monetization and Revenue Pathways: The successful design and rollout of the One Ad Platform, including the high-impact Home Page Takeover, enabled new, scalable recurring revenue opportunities for Xperi. This initiative was foundational to achieving the corporate objective of turning the AutoStage footprint into over $10 million in annual revenue.
• Maintained High User Satisfaction and Engagement: By rigorously applying user-centered design principles, we aimed to transform advertising into valuable content discovery rather than a disruption. Our strategy ensured that the new ad experience supported the already high user satisfaction.