Shorts – France Télévisions

Short intro: Exploring vertical storytelling for a new generation of viewers.

Context

France Télévisions launched a new Shorts platform targeting Gen Z audiences accustomed to vertical, swipe-driven video narratives. The goal: craft an interface that feels both playful and poetic—inviting deep engagement and discovery, yet staying out of the way.

Problem

Short video consumption tends to be manic, noisy, and overwhelming. Many interfaces push for endless interaction at the expense of emotional connection. We needed to slow things down, allowing content space to resonate without losing the native feel of vertical formats.

Process

• Mapped user rituals and moods around short-form stories—emphasizing moments for pause and reflection

• Defined a design language: soft gradients, rounded contours, spacious layouts, and smooth motion cues

• Prototyped vertical navigation with intuitive, subtle scrolling physics and gentle, poetic transitions

• Tested UI with creator and viewer interviews to adjust pacing and emotional tone

Key Insights

• Generous spacing and muted color schemes help users center on content, not interface

• Micro-movements and fade-ins create a cinematic sense of flow

• Minimal overlays respect narrative immersion and reduce interaction fatigue

Result

The final Shorts platform offers a thoughtful, organic viewing experience. Viewer retention increased by 18%, with users calling it “calm and transportive.” The project set a new internal standard for emotionally aware media design.