TV Streaming App
The core product of the OTT video streaming service required a comprehensive redesign to support customization and scalability across all customer app builds. Recognizing the competitive demands of the OTT market, the initiative focused on modernizing the interface and delivering a best-in-class viewing experience.
Challenges
Limited customization: The existing system offered minimal flexibility for adapting UI components across different client applications.
Outdated design language: The interface no longer reflected modern OTT design trends, affecting user perception and engagement.
Lack of scalability: Technical constraints made it difficult to efficiently replicate and scale features for multiple customer builds.
Approach
The redesign process centered on research-driven design improvements and iterative testing to create a flexible, future-ready OTT platform.
• Competitive Analysis — Conducted extensive research on leading OTT platforms to identify industry best practices in UX and UI.
• UI Modernization — Introduced a sleek, contemporary design language with a focus on clarity, accessibility, and visual appeal.
• Customization Framework — Developed modular UI components enabling scalable and brand-specific customization for client apps.
• User Journey Optimization — Simplified navigation flows and refined interactive elements for an intuitive experience.
• Prototyping & Testing — Created high-fidelity prototypes and conducted user testing to validate improvements and ensure usability.
• Cross-Functional Collaboration — Partnered with design, product, and engineering teams to ensure technical scalability and design consistency.
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Results
The redesigned OTT core product established a new benchmark for customization and user experience in the streaming industry:
• 20% increase in user engagement following the rollout of the new design system.
• Fully scalable architecture supporting rapid deployment of customized client applications.
• Enhanced brand perception through a modern, cohesive, and visually engaging interface.
• Recognized industry standard — the platform now serves as a model for innovation and usability in the OTT space.
