I worked as the sole designer on a project aimed at improving the OTT (Over-The-Top) experience for a popular e-commerce brand's Samsung and LG TV users, serving over 115,000 monthly active users. My initial step was to analyze the user data from other TV apps of the brand to understand the primary user-base and focus areas. Working in coordination with a multifaceted team comprising developers, product owners, QA, and system architects, I designed the MVP for the project. I led the presentation of the designs to the client for approvals and ensured technical feasibility by seeking feedback from the technical and in-house design teams. After receiving MVP approvals, I continued working on the full app designs, which included testing and design iteration based on test results. The project was completed in eight months, and I used Figma as the design tool for the app.
The objective of TV viewing is to create positive emotions for users by enabling frictionless interactions and delivering swift and easy access to their desired content. However, designing such a positive experience can be particularly challenging when it comes to TV interfaces due to several technical limitations and challenges that are typical for this medium.
While designing I had to consider the focus state at every stage, focus state is very important for smart TV platforms as there is no mouse pointer or touch interaction to simply tap the desired item.
TV screens are usually very big, but may come in smaller sizes too. This requires designing responsive UI elements and fonts. Also, TV is often watched from a distance. Remotes for LG and Samsung remotes are slightly different for their different models.
The prime user-base for this project was mid to old age men and women. While designing I had to ensure the accessibility and usability.
The colors and fonts can have a different legibility and clarity in day and night light and on various sizes of the TV. I tested the designs in these different light to ensure consistent output.
It was fun designing this app, I had a great experience working with the client and with the project team. I learned various new aspects of TV design. I feel as much as the content is the hero of OTT apps, designing an app that’s easy to use and pleasant to navigate is instrumental in helping the content reach its full potential and reach maximum eyes. In future these designs can be improved further after carefully observing and analyzing more long term usability outcomes.
Please contact to know more about this project - Bhawna.yadav.inbox@gmail.com
