My
Role
UI Designer
UX Designer
Tools
Figma
Photoshop
Illustrator
Duration
3 Months
Team
UI/UX Designer
Developer
Project Manager
My
Contribution
User Interface
High-Fidelity Mocks
User research
Aha is an Indian Subscription Video by request trending over the top exertive service provider that offers Telgu and Tamil contents. The main focus is to design was to bring luxury and premium experience while keeping it simple. The target audience in mind was users ranging from Tier 1, 2, and 3 Indian cities.. Main keyword emphasized was Global which describes global in terms of values, ethos, design elements, and experience and local in terms of simplicity.
Aha needs technology with a mobile application as well as a responsive website to modify its subscription model and increase on subscription-based video on demand and Ad – based video on demand platform.
The current streaming experience across several instruments was clutter and cumbersome. We are connected to highlight critical services and functionalities that are important to users and make an intuitive user experience that has equivalent parts more exciting and engaging.
Create the app functions rich by allowing users to friendly choose and change their content language along with their screen language.
Make simple content discoverability, and parental lock functions and improvise the current TV experience.
Create a seamless and memorable TV viewing experience – create procedures and understand the interactions by reviewing the remotes of various TV’s and studying other apps on TV.
We decided to create an app for web and mobile where users can spend less time on choosing and more time enjoying to stream the content.
Our approach for breaking down a large project into manageable chunks. Use this process to define the steps needed to tackle the project, and remember to hold to all of out ideas and sketches throughout the process.
As a part of our user research, we examined data to understand usage patterns on the website, identified problem areas, and devised a plan for improvement.
We interviewed 4-5 users to understand how they access streaming services over subscriptions before watching a movie/show. We also found about the need to experience. By taking the qualitative research, finding user problems and needs. Below are some questions we asked.
To understand the purpose of redesign and to solve the problems.
Gathered more segments needed for solving the form of requirement.
Studied which KPIs were used to measure the UX effectiveness
Discussed the OTT market behaviour of the target audience in these areas
We covered the watching behavior of every user group this product intends
to cater
Started with competitive research data on 3 OTT platform. Prime Video,
Netflix and Hotstar. In detail you will have the view on the below in detail.
After completion of research analysis on 3 OTT platform, we could figure out that where does AHA stands in the market.
A strategic idea of having a single language streaming platform. A chance to increase the user base and more purchase of subscriptions.
Prioritized user satisfaction and created IA considering user-specific needs
Experience Mapping method helped our clients understand the experience a customer has with their product or service and with this method we have identified and optimized the customer touchpoints for a better experience.
User flows easily communicate the flow of the product to the stakeholders and provide a general view of how the interface we’ve created is intended to work in its most efficient form.
We built the wireframes. It helped us to figure out what layout would be the most comfortable for users and how to structure information.
We have followed the aha brand styles and guidelines like Images, Colours, Iconography, Typography etc. and designed the app for IOS, Android and Web.
Here we did prototyping for the app. This method is very easy to understand for users and for a better understanding of individual clicks and flow.
We define all the reusable components and design guidelines. This guidelines helps the development team. So they can follow the guidelines and develop the design in consistent way.
Post the redesign, aha has witnessed the following positive impact in subscription and ad revenue.
In-depth research and competitor analysis play an important role in the output of the design. I learned designing experiences for TV, how to seamlessly build a multi-experience for users.
While the variety and quality of the content will be important to acquiring new viewers, UI/UX will play a decisive role in retaining them. A simple and delightful user experience will always remain the most important factor that will define the success of any OTT platform.
