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When DIRECTV separated from AT&T, it inherited 40+ microsites, each with its own templates, patterns, and interpretation of the brand. The new identity lived in guidelines, but not in the digital experience. Customers moving between shopping, streaming, and support encountered a different experience at every turn.


The fragmentation was compounded by a bigger shift underway at the company. DIRECTV was repositioning from a satellite-first provider to a streaming-first one. Yet directv.com and directvstream.com often communicated that shift inconsistently, or not at all, depending on which microsite a customer landed on. A full rebuild wasn't an option. The challenge was to unify the experience within the existing AEM site while giving the streaming-forward message a consistent home, without redesigning the entire site.

Working alongside DIRECTV's brand and strategy teams, the team focused on the pages carrying the most traffic: the technology, streaming, and checkout pages. Rather than pushing for an overhaul nobody had budget for, the work was done within the existing AEM component library. That constraint became an advantage: nothing required engineering rework, so updates went live in days instead of waiting on a release train.