Israel’s leading TV provider, yes, needed to undergo a major strategic transformation. This meant that over time they’d phase out their satellite service to transition their core TV service delivery to the internet. A new collaboration between yes and Apple was in play to launch a completely re-imagined TV service for both Apple TV and tvOS.

yes needed help defining their product strategy around key factors, including content curation, integration with external services, and user experience. To achieve this, they approached Designit to help define the strategy and redesign the yes TV experience from the ground up.

We embarked on a thorough user research phase, spending time in consumers’ homes, observing and interviewing family members, and benchmarking TV experiences around the globe.

Together, we designed a new digital experience with a focus on meticulous design details, content discovery, and expert curation. The first of its kind, yes+ synthesizes linear TV channels with on-demand content in an entirely new way, designed to appeal to a mass audience and building on the unique viewing habits of the Israeli consumer.

To realise our vision, we partnered with local type foundry Fontef to design a custom typeface for English and Hebrew. The yes+ app currently has 4.2 stars on the App Store.

In November 2019, yes+ was launched, and has been cited in major media outlets as “innovative and on-target”, resulting in comparisons to services from Netflix, Apple, and Amazon. yes was also the first to launch features such as curated collections, and was later followed by Netflix and HBO.

‘We partnered with Designit to set a new standard for the TV viewing experience. Designit’s multidisciplinary capabilities and extreme attention to quality and design were invaluable in delivering this unique solution.’

Amit Dadush

Senior Director of Business Development, Product & Innovation at yes, Pelephone & Bezeq International