Sriram P Krupakar

I design software.

Then I prototype it until it feels real.

Product designer working across complex systems, AI, and consumer experiences — from payments at BILL to streaming at Tubi.

Sriram P Krupakar

I design software.

Then I prototype it until it feels real.

Product designer working across complex systems, AI, and consumer experiences — from payments at BILL to streaming at Tubi.

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Content Modes

A new way to turn Tubi's massive catalog into purpose-built viewing destinations for different audiences, moods, and moments.

Client

Client

Tubi

Date

Date

2023-2024

Services

Services

Product design, Content discovery, Design systems

Tubi served tens of millions of viewers through essentially the same core browsing experience — even when their reasons for opening the app were completely different.

I explored a more contextual model: dedicated Tubi Experiences that could transform the product around a particular audience or viewing intent. Experiences like A Star, Nostalgia, Kids, Español, and News combined curated programming with distinct navigation, presentation, and discovery patterns.

Instead of asking every viewer to navigate one enormous catalog, Experiences gave Tubi a framework for creating focused destinations inside the larger product — while still feeling unmistakably like Tubi.