Challenging the Status Quo – Usability & Concept Testing for the New Pickx App

The Method :

The study included 8 real Pickx users, evenly split across NL/FR, gender, and satisfaction levels. We used in-depth interviews and task-based scenarios to compare:

  • The current production app

  • The redesigned app still under development

  • Conceptual ideas based on industry benchmarks and years of hands-on design experience with Pickx


Every interaction was evaluated using a severity-based system, tracking issues from minor confusion to critical task failures.

As UX Designer on the Pickx app redesign, I knew from the start that this revamp was more than a visual refresh — it was an opportunity to reimagine how people experience digital TV. But even with a better UI and stronger performance, I asked a simple but critical question: how far could we go to truly improve the experience?

To answer that, I went beyond the standard delivery track. While the app was still under development, I initiated a dual usability test and concept test comparing the new Pickx app with its predecessor. This wasn’t part of the roadmap — it was a deliberate move to challenge assumptions, surface real user pain points, and uncover untapped opportunities for innovation.

The Result : When Insight Beats Assumption

Despite improvements, feedback on the new app revealed friction:

  • Too much information on screen, with redundant access points

  • Users misunderstood the Explore section

  • Date pickers and view toggles in the TV guide were clunky

  • Recommendation logic frustrated users — again

But it wasn’t all negative. Users loved the new TV guide, praising its clarity and layout. And they expressed interest in advanced features like content aggregation, grouped channels, zoomable TV grid, and freemium access — signals for where to take the product next.

I consolidated these findings into a clear comparison of legacy vs. revamped experience, layered with concept insights. The verdict was undeniable: the app redesign was a solid step forward, but we were still leaving user needs on the table.

Driving Change from the Ground Up

This initiative didn’t just produce a report — it sparked a conversation at leadership level. It proved that even in agile delivery mode, there’s value in stepping back, testing, and questioning the direction. The work was well-received across squads and helped reprioritize features in upcoming rolling wave plannings.

Why It Mattered

As someone who has worked on the Pickx app for years, I brought not just UX methods — but long-term product memory. I’ve seen what works, what fails, and what users actually want. This initiative blended that intuition with fresh user feedback to push the experience forward, not just launch what was already built.

In UX, progress doesn’t come from shipping alone. It comes from curiosity, courage, and a willingness to test the things others assume are already solved.