GIF: Hulu
Hulu’s grand experiment to reinvent the user experience of a streaming app is coming to an end. Today, starting on Apple TV and Roku, the company is rolling out a revamped home screen that’s much closer in line with Netflix, Amazon Prime Video, and other streaming services. The new look will make its way to other platforms by the end of July.
Hulu underwent a huge redesign in 2017, replacing the traditional horizontal trays of content with a vertically scrolling landing page that featured enveloping, full-screen artwork for each show or movie. But customers were frustrated by a lack of efficiency — Hulu’s “Lineup” only showed three or four selections on-screen at a time (or even just one on a phone) — and confused by its navigation. To…