AllThingsD interviewed Allison Moore, SVP digital platforms at HBO. HBO Go is one of my favorite apps, and provides, just as she describes “an incredible digital experience for our customers…just like they have with our content…wherever consumers expect us to be.” The “wherever they expect us to be” part is pretty impressive, with existing or planned content distribution partnerships with Roku XBOX, and more …

Another point she raises about how the app design “not only brings in some kind of immersiveness and color and zap… but also gets out of the way.” In web and app design, this is the biggest tension – knowing how to convene users with your brand content, and how to support that convening, and then judging when to get the hell out of the way. Not as easy as it looks.