+SBT — Product | wsdesign.ws

+SBT — Product

Visual identity and product design specialist for one of the top broadcasting TV players in Brazil.

UX and product design for +SBT, SBT’s official streaming platform, delivering a high-performance and multi-device digital experience.

Best Apps 2024
+SBT wins the category "Best apps to have fun"at Google Play Store Brazil.

The client

SBT

SBT (Sistema Brasileiro de Televisão) is one of Brazil’s largest television networks. With a growing demand for digital consumption and a rapidly evolving media landscape, SBT set out to create its own streaming platform — +SBT — to deliver multi-channel content to a new generation of viewers.

The need

The goal was to design a robust, user-centered streaming experience capable of scaling across millions of users while maintaining a strong brand connection. This included delivering a platform that would support a wide variety of content formats and user contexts — from casual viewing on mobile devices to extended sessions on smart TVs — with performance, consistency, and ease of use at its core.

The solution

Vicente Sulzbach leads the product design process for +SBT, creating a cohesive experience across platforms through clear UX principles, design systems, and interface patterns. Working in close collaboration with the in-house engineering and content teams, the design process was guided by real user behaviors and benchmarks from top global platforms.

The result was a high-performance, accessible, and visually distinct streaming service — praised not only for its design and usability but also recognized with a Google Play Award. The +SBT platform became a milestone in the digital transformation of the network, proving that a major broadcaster could evolve into a competitive player in the OTT space with a product-first mindset.