Online TV guides
Online TV guides for the Netherlands' public broadcasters — five titles, one responsive design system.
- Client
- Bindinc — KRO Magazine, NCRV-gids, MikroGids, TVFilm, AVROBode (via DutchGiraffe)
- Period
- 2014 — 2016
- Type
- Responsive product design
- Role
- Concept, Art direction, Visual design, Responsive UX
Commissioned by Bindinc, the media company behind KRO Magazine and AVROTROS Televizier, to bring two decades of print programming heritage online. The ambition was clear: move the weekly guide from paper to a responsive, subscriber-first experience — without losing the editorial voice readers had come to trust.
The starting point was a stack of legacy print guides with strong, distinct identities. Each title needed its own face, but the underlying product — a daily TV guide, programme details, a personal watch list — was the same. So we designed one flexible system, documented in a single central style guide, and gave each of the five guides its own skin on top. The product was built in a Scrum team, with design working sprint by sprint alongside development.
One system, two identities
A shared component library — grid, type scale, cards, navigation, programme pages — powered both sites. KRO kept its warm purple and rounded logotype; AVROTROS its bolder, editorial tone. The layout adapted from 320px phones to wide desktops, with the TV schedule as the hero on every screen.
Because the guides sit behind a paywall, onboarding mattered as much as the core product. We worked closely with Bindinc’s editorial and subscription teams to design sign-up, extras and subscriber-only features so they felt like a reward rather than a gate.
Mobile first, schedule always
Most readers end up on a phone, often on the couch. Every decision — from how the programme grid reflows to how long-form articles pace themselves — was made on small screens first, then allowed to breathe on larger ones.
