EarthlinkTV
I designed a multi-platform streaming ecosystem tailored specifically for the Iraqi market, addressing local infrastructure, content access, and user behavior challenges.
CLIENT
Asterisk Inc
SERVICE PROVIDED
Web Design, Branding, Mobile App
TIMELINE
2 Years
A Streaming Platform Built for Iraq
When I joined the project, the business challenge was clear: people in Iraq wanted access to the same variety of entertainment available elsewhere, but the existing options were either unavailable, unreliable, or not adapted to local conditions. Piracy and informal distribution were common, not because users preferred them, but because legitimate platforms failed to meet their needs. The opportunity was to build a legal, high-quality, and accessible media platform tailored specifically to the Iraqi market.
The Market Gap: Why Iraq Needed a Local Streaming Solution
When I joined the project, the business challenge was clear: people in Iraq wanted access to the same variety of entertainment available elsewhere, but the existing options were either unavailable, unreliable, or not adapted to local conditions. Piracy and informal distribution were common, not because users preferred them, but because legitimate platforms failed to meet their needs. The opportunity was to build a legal, high-quality, and accessible media platform tailored specifically to the Iraqi market.
Defining a Unified, Cross-Device Vision
The product vision was to give users a single place to discover and watch movies, series, and sports, whether on their phone, laptop, or TV in their living room. The experience needed to feel modern and trustworthy, while still working under the technical and connectivity constraints common in the region. This meant designing not just a UI, but a complete viewing experience that felt familiar to global streaming users, yet practical for local conditions.
Grounded in Reality: Researching How Iraq Watches
Research and discovery played a critical role. We studied how people in Iraq currently accessed media, which devices they used most, how reliable their internet connections were, and what kinds of content mattered most to them. These insights shaped everything from navigation and content discovery to streaming quality, caching, and cross-device behavior. We also worked closely with business stakeholders to balance content availability, licensing realities, and user expectations.
Designing an Ecosystem, Not Just an App
Designing the platform meant thinking in terms of a network rather than a single app. Users might start browsing on their phone, continue watching on their TV, and manage their account on the web. I worked on defining the information architecture, user flows, and design system that kept the experience consistent across all three environments while still respecting the unique constraints of each device.
Iterating with Real Users
We went through multiple rounds of prototyping, testing, and iteration, validating everything from content discovery to playback controls. Real user feedback helped us refine how people found shows, switched between devices, and navigated large content libraries. This iterative process ensured the platform wasn’t just visually polished, but genuinely usable in real-world Iraqi households.
From Vision to Launch
After completing the full product design cycle, the platform launched as a unified streaming ecosystem, giving Iraqi users reliable access to movies, series, and sports in one place. The product helped replace fragmented and often illegal viewing habits with a high-quality, locally adapted streaming experience that felt both modern and accessible.
What This Project Taught Me About Localized Design
Working on this product showed me how powerful localized design can be. Even in a space as crowded as streaming, understanding cultural, technical, and market constraints can lead to something truly differentiated. By aligning business goals with real user needs and delivering a consistent multi-platform experience, we were able to create a product that genuinely expanded access to entertainment for an underserved audience.
