Playboy NOW

Client

Playboy

Agency

HYPERHYPER

Responsibilities

IA, UX, wireframing, prototyping, user research, usability testing

HYPERHYPER was tasked with allowing new and existing consumers to view the legacy brand as more than just a centerfold. We created a global experience that was translated across digital properties.

Playboy.com

We worked with Playboy to optimize the existing interface, and to identify unique sponsorship opportunities in emerging content structures.  We also built a massive fan following by focusing on Facebook-friendly content, which drives the bulk of the site's inbound traffic.  The new, fully responsive Playboy.com feels totally fresh, while bolstering the brand's legacy.

The Daily + Playboy NOW

Carrying these ideas through to the iOS app, we created a safe for work app experience that maintains the playful sentiment of the brand, while serving as a true content platform—surfacing original Playboy content, videos, galleries, articles, and more.

Playboy NOW for Apple TV

As Playboy entered a new, safe-for-work era, we approached Playboy NOW for Apple TV as an opportunity to put content first.  Bold imagery and an interaction model that emphasizes Playboy's original series highlights the brand's commitment to quality and breadth of content.