+SBT — Product
Product design specialist for one of the top broadcasting TV players in Brazil.
Best Apps 2024
+SBT wins the category "Best apps to have fun" from Google Play Store Brazil.
The client
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 called +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.
Product owner:
Alexandre Zaparoli
Head of product:
Leonardo de Pontes
Product design specialist:
Vicente Sulzbach
Product Marketing Manager:
Paula de Sillos Lepera
Accedo product design team:
Victor França
Petry Oliveira
Motion design:
Leonardo Sulzbach
Sound design:
Leonardo Sulzbach
Channels art direction:
Flopicco Studio
Photos:
Official SBT database
Digital transformation director:
Roberto Grosman
Head of digital content:
Carolina Gazal
Head of marketing:
Priscila Stoliar
Art direction:
Vicente Sulzbach
Agencies:
WMcCANN
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