Designing at consumer scale.

The situation

Whip Media builds B2B software for global media companies. The product handles content analytics, licensing automation, and cross-platform experience across a catalog of programming that moves between streamers and territories. The customers are Fortune 500 media accounts. The people using the tools are the ones deciding what a streaming service acquires, where it airs, and what it is predicted to earn. The consumer apps in that ecosystem carried more than 30 million registered users.

I ran design for the enterprise products in that stack. The constraint was domain, not craft. Licensing and territory-level performance are dense, high-stakes, and unforgiving of a pretty interface that gets the model wrong. A programming executive does not need a friendlier chart. They need to trust the number under the decision, because the decision commits real money across real markets.

The reframe

The obvious read of a media-analytics tool is that you are designing dashboards. Rows, filters, a cleaner export. What everyone saw was reporting. What I saw was a decision surface. The screen is not where someone reviews what already happened. It is where someone commits a catalog to a territory before the outcome exists. Designing it well means designing the moment of judgment, not the display of data. That reframe is the same one I carry into agent systems now, and it is why streaming was never a detour from my record. It is where the record starts.

The work

I built a content-discovery platform that let streaming companies match programming with predicted performance across territories. The design problem was making a prediction legible enough to act on. A number that decides an acquisition has to show its own confidence, or the executive either over-trusts it or ignores it. Both are failures. So the interface had to carry the forecast and the certainty of the forecast at the same time, in a form a non-analyst could commit to.

I led B2B design for the content analytics and licensing tools these media accounts ran on. Licensing automation is where the domain punishes vagueness hardest. Rights, windows, and territories interact in ways that are easy to render and hard to render correctly. The work was getting the model of that complexity right in the interface, so the automation was trustable rather than merely fast.

Underneath all of it, I shipped Whip Media's first design system. Multiple enterprise products, one catalog, one set of primitives. This was the same instinct that runs through my later work: govern the thing as a system once, rather than re-deciding it screen by screen forever.

The outcome

The content-discovery platform gave streaming companies a way to match programming to predicted performance by territory. The content analytics and licensing tools served Fortune 500 media accounts. The design system became the shared foundation the enterprise products were built on. And the domain stuck. I went from here to a real-time streaming-experience intelligence platform that processes more than five trillion events a day, which means my analytics record and my streaming record are the same record. The industry that entertains tens of millions of people is the industry I have spent years building the tools for.