PRODUCT MANAGEMENT & STRATEGY WORKReframing an Alarm App into a Morning Companion for Millions
Transforming a CEO’s vision for an alarm clock into a daily ritual that connects audiences to NBC’s people, programs, and live news.
Role
Lead Product Manager and UX Director
Industry
Media & Broadcasting
Duration
9 Months
Services
Product Strategy, Interaction Design, UX Architecture, Multi-Market Deployment
Deliverables / Platform
iOS & Android Mobile Applications
The Challenge
NBC News leadership envisioned a new “alarm clock” app to help audiences start their day. But replicating native alarm functionality on iOS and Android wasn’t a meaningful differentiator, it already existed, and users didn’t need another clock.
The challenge became: how could NBC News create genuine daily value for users while supporting its broadcast and digital business goals?
Key issues to solve:
The “alarm” concept was too narrow; it didn’t justify its own product.
Users needed a reason to open NBC News every morning beyond checking headlines.
NBC needed a way to promote live morning programming and on-air talent within a digital-first format.
The product had to scale across 10 local markets, from New York to Philadelphia, while maintaining consistency and efficiency.
Our Approach
1) Reframe the product purpose
We repositioned the app as a morning routine companion rather than just an alarm. The experience became about easing into the day — “what did I miss?” — with personalized news, traffic, weather, and school closings, all surfaced the moment a user woke up.
2) Blend utility and storytelling
We combined essential morning utilities with NBC’s unique broadcast strengths — promoting live morning shows, anchors, and local coverage right within the wake-up experience. The app became both useful and emotionally resonant.
3) Design for local adaptability
We built the app agnostically, allowing it to be rebranded and repurposed for 10 NBC regional markets (e.g., NBC Philadelphia, NBC New York, NBC Boston). Each market could localize its news feed, video stream, and visual identity within a shared design framework.
4) Lead product and UX delivery
As lead for interaction design, user experience, and product management, I defined the flow of the wake-up experience — from alarm setup to morning dashboard. We focused on clarity, predictability, and fast access to the most relevant content.
The Solution
The NBC News Morning App launched as a flexible, responsive platform tailored to the user’s daily rhythm.
The Morning Dashboard greeted users with weather, traffic, and top news.
The “What Did I Miss?” feed condensed overnight updates into quick, swipeable summaries.
The Live Now module surfaced morning shows and free live streams during key broadcast hours.
The Custom Alarm integrated directly with these features, transforming wake-up moments into meaningful engagement with NBC content.
By bridging habit and information, the app positioned NBC News as part of the morning routine — not just a destination for breaking news.
The Results
The Takeaway
The NBC News Morning App redefined what a “news alarm” could be. Turning a basic utility into a meaningful, branded ritual. By focusing on the audience’s morning mindset rather than platform features, we created an experience that supported both user value and business visibility across NBC’s markets.
We didn’t build another alarm clock. We built a better morning.
Christopher Hrynczyszyn
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