Amanda Mallardo

Product Design & Research

Guiding cable customers into a new era of curated content

In the era of on-demand entertainment services, cable companies need extra help to compete. Rovi Corporation ( now TIVO ) is at the forefront of pushing cable companies into the new age, with next generation products and creative application of user data.

Business Case

Rovi Corporation (now TIVO) provides digital entertainment technology solutions for the discovery and management of entertainment content. It offers guidance, home network connection, content protection, and media recognition technologies, as well as extensive metadata on movies, music, games, television, and books.

The Challenge

With the advent of Netflix, Hulu, Spotify, Pandora, and other On-Demand entertainment services, cable companies struggled to compete. But with gathering viewer data and patenting prime software features, Rovi (now TIVO ) managed to stay in the game.

My Role

User Experience Designer | Research Assistant | Prototype Engineer on the R&D team


User Interviews, User Journeys, Secondary Research, Paper Prototyping, MVP prototyping in HTML & Javascript, User Testing, Sketching, Wire-framing, UI Design

User Testing using paper prototypes for a TV guidance app for kids


Pencil & Paper, Adobe Illustrator, Photoshop, Flash, Adobe After Effects, HTML/CSS/Javascript programming

The Results

During my time with Rovi Corporation, many demos were created for the Consumer Electronic Trade Show (CES) which helped draw customer attention and land product and data licensing deals. Our products were used by people throughout the United States, South America, and Japan. The Innovation team built lighthouse demos for new and emerging technologies to show the possibilities of future entertainment guidance systems. As a result of our work, I now have the honor of being an author on 3 granted patents by the USPTO and was a top patent submitter for the company. Rovi was mentioned as the one of the most innovative companies during my time working there. Below are a couple of the products our team was directly involved with:

Customized Cable Guide Mobile application
Voice Activated Cable Guide Tablet Application (Partners with smart TV App)

Cable Guidance Application based on users ‘mood’ using ‘taste profile’ data

amallardo • January 3, 2020

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