Fox One
A conversational search experience that unified content discovery and customer support across every FOX property.
Date
2025 - 2026
Work
Strategy, Digital Product, AI
Industry
Consumer streaming service
Role
Staff Product Designer
THE CHALLENGE
FOX’s content lived across independent products—Sports, News, Weather, Business, and Entertainment—each with its own search and discovery experience.
The opportunity wasn’t to build a better search bar. It was to create a single AI-powered entry point where users could naturally ask anything—from “Who won yesterday’s game?” to “Summarize the latest episode of Family Guy”—without knowing where that content lived.
At the same time, users increasingly expected AI to solve account and subscription issues without leaving the app.
This meant the search experience needed to understand both entertainment intent and customer support intent and seamlessly route users to the appropriate AI engine.
CHALLENGE 1
One Search. Every FOX Property.
Instead of returning links, the experience needed to understand intent. Users could ask:
- Recommend a comedy similar to The Simpsons
- Explain today’s top business news
- Summarize last night’s NASCAR race
- Compare two TV shows
- Tell me more about this actor
DEFINING THE EXPERIENCE
To power this experience, we partnered with Perplexity, integrating conversational AI directly into the search experience.
Rather than exposing isolated search results, we designed conversations that encouraged exploration through contextual follow-up suggestions, allowing users to naturally dive deeper into topics.
Design challenge: Balance conversational flexibility with clear pathways back into FOX content.
CHALLENGE 2
Search meets customer support.
One of the biggest product decisions was treating customer support as another type of search intent. If a user searched:
- Change my payment method
- Upgrade my subscription
- Why was I charged twice?
DEFINING THE EXPERIENCE
The experience would seamlessly transition from content discovery to Sierra AI, FOX’s customer support platform, without requiring users to navigate to a separate help center.
This transformed global search into a unified AI assistant capable of supporting both entertainment and account management.
Design challenge: Create a seamless handoff between two independent AI systems while maintaining a consistent conversational experience.
CHALLENGE 3
Shipping AI under uncertainty.
The project moved from concept to MVP in just seven sprints.
Success depended less on designing polished screens and more on aligning three organizations with different priorities:
- FOX
- Perplexity
- Sierra AI
DEFINING THE EXPERIENCE
Many product decisions were constrained by evolving APIs, technical limitations, and changing AI capabilities.
A significant part of my role involved translating technical constraints into user experiences that felt cohesive while helping stakeholders prioritize what was essential for the MVP.
WHAT I OWNED
- Experience strategy for conversational search
- End-to-end UX for AI-powered content discovery
- Multi-turn conversation patterns
- AI recommendation flows
- Customer support routing experience
- Cross-functional alignment with FOX, Perplexity, and Sierra
- MVP prioritization under tight delivery timelines
OUTCOMES
The MVP established the foundation for FOX’s future AI experiences.End-to-end UX for AI-powered content discovery
- AI-powered search launched for MVP validation
- Integrated Perplexity and FOX content APIs
- Unified entertainment search and customer support within a single entry point
- Personalized recommendations and conversational follow-up prompts
- Foundation established for future AI-powered experiences across the FOX ecosystem
As highlighted in FOX’s launch communications, the experience enabled users to move beyond traditional search by asking natural-language questions, receiving contextual recommendations, and exploring related content through AI-guided conversations.
