Nexstar Media Group
role:
lead product designer (ux & content)
key skills:
user experience, user journeys, low and high fidelity prototypes, stakeholder presentations, product and technical collaboration
tools:
Figma and my brain
snapshot:
the reach-
400k+ accounts created across Web, Mobile, and CTV.
the portfolio-
The CW, NewsNation, The Hill, & 200+ local stations.
key focus-
Scalable Design Systems, CTV UX, & Data-Driven Personalization.
the gig
Nexstar Media Group is a giant. They’re the engine behind The CW, NewsNation, The Hill, and basically every local news station you’ve ever watched. I was brought on to lead the UX and content strategy for their most critical touchpoint: how millions of people log in and join the party.
the challenge
How do you build a single, frictionless registration system that feels "at home" on a national entertainment site like The CW and a local news app in middle America?
One size rarely fits all, but for Nexstar, it had to. I had to find the sweet spot between a massive technical architecture and a human-centric user experience.
the work continues
We aren't finished. I’m currently architecting the next evolution—integrating social SSO (Apple, Google, etc.) to make the "front door" even easier to walk through.
Phase 1: Shipped. > Phase 2: In the lab.
the win
Since the Phase 1 kickoff, the system has successfully onboarded…
400,000+ new users.
We didn't just build a login box; we built a growth engine that’s currently humming across Web, Mobile, and CTV platforms.
the highlights
The Ecosystem: Architected a seamless "one-account" experience across web, mobile apps, and the big screen (CTV).
The Artifacts: Delivered a comprehensive UI kit and documentation that allows hundreds of local stations to stay on-brand while using a global system.
Personalization at Scale: Beyond just access, I designed flows to capture key data points—like zip codes—to power hyper-local features like personalized weather widgets.
Platform Versatility: Solved the unique UX friction of remote-control typing for the CTV login experience.
CTV sidebar: beyond the login
I designed a specific registration layer for CTV apps to capture email and zip code data. The result, a personalized weather widget that greets users the moment they sign-up, making the login feel like a "benefit" rather than a chore.
the stats
107 markets launched
Owned and operated local news stations: 1.1 M installs YTD, 2M lifetime installs
NewsNation apps: 232K installs YTD
Viewship: 70% live, 30% VOD
Platform Breakdown -
Roku 68%
FireTV 25%
Apple TV 4%
Samsung 2%
what I learned
Big Scale, Small Details When you design for 400,000+ users (and counting), a tiny oversight becomes a massive headache. This project taught me the art of "defensive design"—anticipating every edge case before it happens.
The Power of "Soft" Skills Navigating a multi-brand giant like Nexstar requires more than just Figma skills. It’s about building bridges between stakeholders, aligning developers, and ensuring a sports fan on The CW and a news junkie on The Hill both feel like the app was built specifically for them.
TV is a Different Beast Designing for CTV is a humbling experience. It forced me to rethink everything I knew about distance, navigation, and user patience. If it’s hard to do with a TV remote, it’s a "no" for the design.
the wrap up
Evolution in Progress This initiative transformed how Nexstar talks to its audience. By turning anonymous viewers into known users, we’ve opened the door for true personalization.
Phase 1 is in the wild, the data is looking great, and I’m currently heads-down on the next chapter: architecting the next generation of social integrations and a unified account center across all brands. We’re making it easier than ever for users to manage their experience, no matter where they tune in.