The television market had changed dramatically as over-the-top (OTT) streaming services gave customers more choice than ever before. To remain competitive, Rogers discontinued development of its own IPTV platform and adopted Comcast’s X1 platform as the foundation for its next-generation television service. The challenge was no longer to build a television platform from scratch, but to transform a largely fixed product into an experience that felt unmistakably Rogers while meeting evolving customer expectations.

“Unlike previous television platforms, the Comcast solution offered very limited opportunities for customization. Early discovery focused on understanding where Rogers could create value within those constraints. Working across product, technology, marketing, customer care, and vendor teams, we identified the areas that remained under Rogers’ control, including information architecture, naming conventions, and the visual language of the interface.

Rather than attempting to redesign the platform itself, the team focused on creating a cohesive Rogers experience by developing a distinct visual vocabulary and aligning navigation and terminology with customers’ existing mental models. This helped bridge the transition from the legacy platform while maintaining familiarity for existing customers.

The resulting experience successfully transformed a generic platform into one that reflected the Rogers brand while introducing customers to modern capabilities such as cloud PVR, voice search, and integrated streaming services. The project strengthened Rogers’ competitive position and reinforced the perception of Ignite TV as a premium television offering, despite the significant design constraints imposed by the underlying platform.