UX/UI Design • Mobile App

Second Screen Experience

Elevating the viewer experience through gamification and synchronized content for Breaking Bad and The Walking Dead TV shows.

Client

AMC Networks

Duration

4 Months

My Role

UX Designer

Research User flows Wireframing Prototyping
Second Screen Experience App

Project Overview

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.

Objectives

  • Increase viewer retention during broadcasts
  • Create deeper engagement with show content
  • Build community through social features
  • Provide value through exclusive content

Target Audience

  • Dedicated fans of Breaking Bad and The Walking Dead
  • Tech-savvy viewers aged 18-45
  • Social media active audience
  • Viewers who enjoy deeper storytelling and lore

Key Challenges

  • Balancing attention between two screens
  • Precise audio synchronization
  • Creating value without spoilers
  • Supporting both live and on-demand viewing

Design Process

Research & Insights

User Interviews

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

Competitive Analysis

We analyzed existing second-screen apps across entertainment, sports, and gaming to identify best practices and opportunities.

  • Most apps failed to properly time content with broadcasts
  • Social features were often disconnected from viewing

Key Research Findings

Timing is Critical

Users want content that appears at precisely the right moment without manual intervention.

Gamification Works

Interactive elements like quizzes and predictions significantly increase engagement.

Social Connection

Viewers want to share reactions and theories with other fans in real-time.

Wireframes & User Flows

Wireframes

Early wireframes exploring different navigation patterns and content organization

User Flow

User flow for the synchronization and interactive features during viewing

Additional Wireframes

Detailed wireframes for the prediction game and character profile features

Social Features Flow

Detailed user flow mapping out real-time social interactions and community engagement features

The Solution

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.

Final Mockups

Home Screen

Home Screen

Poll Results Screen

Poll Results Screen

Outcomes & Impact

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.

2.3M+

Downloads across iOS and Android platforms

24 min

Average engagement time per episode

4.7/5

Average rating on app stores

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