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Streaming and DTH Platform
A cross-platform media product offering streaming and DTH services across mobile, web, and TV. Features are continuously enhanced based on user feedback, analytics, and business goals. Recent focus areas include content discovery, playback, personalisation, and onboarding improvements.
Role: UX Design
Tools: Figma , Miro
Team: Cross-functional team of Designers,
Researchers, PMs, Developers,
Timeline: 02 years
Role
As a UX Designer working with a leading media organization offering both streaming and DTH services, I’ve been responsible for evolving and enhancing key user-facing features across web, mobile, and TV platforms to align with business KPIs such as CSAT and engagement metrics
Contributions
01. Problem Discovery
Problem Discovery & Investigation:
Identified drop-off patterns in the onboarding flow through usage analytics and CSAT trends, leading to a redesign initiative that improved completion rates by 18%.
02. End-to-End Feature Lifecycle
End-to-End Feature Lifecycle:
Worked on enhancing cross-platform search experience; collaborated with product managers to prioritize features based on user pain points, partnered with devs for feasibility checks, and validated prototypes through usability testing.
03. Cross-Device Thinking
Cross-Device Thinking:
Delivered consistent user experience across mobile (iOS/Android), web, and connected TV platforms, adapting UI paradigms while maintaining brand and functional consistency
Case Study 1: Search Functionality
DESIGNING SOLUTION
Discovery Phase
Conducted heuristic evaluations of existing search flows
Analyzed CSAT feedback and used session tracking tools (like Mixpanel or Adobe Analytics) to identify pain points
Benchmarked against competitors like Netflix, Hotstar, and Amazon Prime
Collaborated with product and data teams to define search KPIs (e.g., search-to-play rate)
Key Insights
Users on TV struggled with typing due to remote input limitations
Mobile users wanted predictive search and trending suggestions
Search lacked filters and recent history
UI was inconsistent across platforms
INVESTIGATION
The Problem
User feedback (CSAT & NPS) and behavioral analytics indicated:
Users were struggling to find content, especially on TV and mobile apps
High drop-offs occurred within the first 60 seconds of opening the app
The search feature was underutilized due to friction in input and lack of relevance in results
Goals
Improve search discoverability and usability across platforms
Create device-optimized experiences without fragmenting the core functionality
Enhance user satisfaction and engagement by streamlining content discovery
PROTOTYPE
Case Study 2: Cloud PVR – Enhanced Control for Live Streaming
DESIGNING SOLUTION
Identified Gaps
No cross-device sync for recorded content
Limited control over live stream playback
Users missing live events due to lack of catch-up or recording tools
Proposed Solutions
Enabled Cloud PVR recording on selected channels
Created access point via ‘My Watchlist’ for saved recordings
Expanded buffer in live player to support pause, rewind, and restart
Introduced seek bar scrubbing for precise control over live streams
Designed for multi-device continuity of saved recordings
INVESTIGATION
Discovery Phase
Mapped current limitations in live content playback
Collected direct customer feedback around recording needs and content availability
Benchmarked DTH PVR and OTT competitors for recording workflows
Customer Insights
“I want to record a live sports match while I’m traveling and watch it later.”
“If I record on mobile, I should be able to watch it on my TV or tablet.”
“I often pause or rewind during live TV. I want the same control on all devices.”
PROTOTYPE
Stats from Client
Conducted surveys with current and new FitLife app users, including fitness enthusiasts, casual users, and beginners, to understand onboarding issues and identify improvement opportunities.
72.08%
CSAT Score
Improved platform satisfaction by reducing friction in content discovery and enabling greater control over live viewing through enhanced search, Cloud PVR access to past events, and extended playback buffering.
+559%
Searches
Improved search visibility, reliability, and multilingual handling encouraged users to actively use search for discovering both live channels and on-demand content.
+90.6%
Content Engagement
Better search results and access to past live events through Cloud PVR helped users discover and engage with more content across the platform.
Takeaways
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Designing for OTT platforms requires balancing content discovery, live viewing contraints, and platform-specific interactions across TV, mobile, and web.
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It also reinforced that successful product design lies in translating user insights into features that not only solve usability challenges but also drive meaningful product metrics.
