Transitioning Zee from TV to OTT
Leading Product Growth & Content Discovery, for Regional Indian Content at a media conglomerate
I joined Zee to elevate the user experience on a regional-first OTT platform focused on the new billion users of the internet. By revamping critical flows and boosting login success from 68% to 96%, I quickly grew into leading a team of 5 designers in Content Discovery. My work on AI-powered search and recommendations led to a 70% improvement in the viewer-to-user ratio and an 82% Search CTR—contributing to ZEE5’s rise as India’s highest-rated OTT app. Building on this success, I transitioned to a cross-functional team innovating the linear broadcast business, where I applied design thinking to emerging technologies, unlocking new creative tools and driving impact across a larger revenue share.
Projects in highlight
Three case studies to highlight the work that we undertook 2022 onwards at zee
Optimising User Onboarding
Standardising the login experience
Inheriting an existing product, we were faced with
Reducing Cost of User Acquisition
Refferal program on OTT
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Using AI to improve media investment
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Driving Record Growth Through Process Innovation and Design Leadership
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Tools, Training, & Breakthrough Metrics
Building a High-Impact Design Team for Peak Performance
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Key Learnings
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