Elevating the viewer experience through gamification and synchronized content for Breaking Bad and The Walking Dead TV shows.
AMC Networks
4 Months
UX Designer
Webby Award
Best Entertainment App
AMC Networks approached our team to create a second-screen experience that would enhance viewer engagement for their flagship shows: Breaking Bad and The Walking Dead. The goal was to develop a companion app that would synchronize with live broadcasts and provide interactive content, behind-the-scenes information, and gamification elements.
The challenge was to create an experience that complemented rather than distracted from the primary viewing experience, while still providing enough value to keep users engaged with both screens simultaneously.
We conducted in-depth interviews with 24 fans of both shows to understand their viewing habits and what would enhance their experience.
"I love discussing theories with friends while watching, but it's hard to do that without pausing and missing something important."
— Michael, 32, Breaking Bad fan
We analyzed existing second-screen apps across entertainment, sports, and gaming to identify best practices and opportunities.
Users want content that appears at precisely the right moment without manual intervention.
Interactive elements like quizzes and predictions significantly increase engagement.
Viewers want to share reactions and theories with other fans in real-time.
Early wireframes exploring different navigation patterns and content organization
User flow for the synchronization and interactive features during viewing
Placed critical controls at the bottom of the screen for easy thumb access, minimizing the need to shift attention away from the TV.
Designed a non-intrusive notification system that alerts users to new content without demanding immediate attention.
Implemented a dark interface to minimize light emission and reduce distraction in dimly lit viewing environments.
Our final design delivers a seamless second-screen experience that enhances rather than distracts from the primary viewing experience. The app synchronizes automatically with both live broadcasts and streaming content, providing contextually relevant information, interactive elements, and social features precisely when they're most valuable.
The app listens to the show's audio through the device's microphone and precisely synchronizes content with what's happening on screen, even accounting for commercials and pauses.
Before key moments, users can make predictions about what will happen next, earning points for correct guesses and competing with friends and the global community.
When characters appear on screen, the app displays their background, relationships, and key moments from previous episodes, helping viewers keep track of complex storylines.
Users can quickly share their reactions to key moments with a single tap, choosing from contextual emoji reactions or quick comments that don't require typing.
Home Screen
Sync Screen
Prediction Game
The Second Screen Experience app launched alongside the final season of Breaking Bad and was later adapted for The Walking Dead. The app received critical acclaim and delivered significant business value to AMC Networks.
Downloads across iOS and Android platforms
Average engagement time per episode
Average rating on app stores
18% increase in live viewership for episodes with synchronized app content
Generated additional revenue through sponsored content and in-app advertising
Collected insights on viewer preferences and behavior to inform future content decisions
Won Webby Award for Best Entertainment App and Emmy for Outstanding Creative Achievement