MENU
Driving Product Growth and Content Discovery, in the media landscape
As a Senior Product Designer at ZEE, I initially focused on improving the user experience and driving growth for an OTT platform that specializes in regional content. My role quickly evolved as I demonstrated proficiency in implementing the design process, leading to my promotion to Team Lead of the Content Discovery team. Throughout this journey, I managed to transform critical aspects of the platform, significantly boosting user engagement, and setting new industry benchmarks.
Growing a media product in the the emerging Indian market
Driving Product Growth
-
Improve App Ratings: Raise user ratings by addressing key pain points.
-
Optimize Login Experience: Simplify the login process to reduce drop-offs and increase the success rate.
-
Reduce Acquisition Costs: Develop a referral feature to lower the cost of user acquisition by at least 40%.
My work on optimising the login process, implementing AI-driven content discovery, and enhancing the search experience directly contributed to a substantial increase in the app's key performance metrics. The app rating improved from 1.8 to 4.6 on the App Store, establishing it as the highest-rated OTT platform in India. This improvement, combined with a 70% increase in the viewer-to-user ratio and a rise in Daily Active Users (DAU) from 9.2 to 10.7 million—of which 80% were new users—drove significant user growth
Business Growth:
Through pioneering AI features like personalized recommendations and search optimization, I helped create a more engaging and intuitive user experience. These advancements led to an 82% search click-through rate (CTR), breaking industry benchmarks and enhancing user satisfaction. The increase in engagement metrics demonstrated the platform's ability to retain users and deepen their interaction with content.
User Engagement:
As a Team Lead, I played a crucial role in mentoring and developing designers who went on to lead their own successful projects. My leadership fostered a culture of innovation, which was reflected in our team's achievement as runners-up in a company-wide hackathon. The process alterations and innovations I introduced not only improved our team's efficiency but also influenced design practices across the entire organization, leading to more streamlined and effective workflows.
Team and Process Innovation:
Impact
The design initiatives and leadership contributions I made significantly transformed both the product and the team's operations, resulting in profound business, user, and organizational outcomes.
Overall, my work as a Senior Product Designer and Team Lead has left a lasting impact on the product, the team, and the broader organization, driving growth, innovation, and excellence in user experience.
Results
-
Login Success Rate: Increased from 68% to 96%.
-
Cost of Acquisition: Reduced by 40% through the new referral feature.
-
App Ratings: Raised to 4.5 on the App Store and 4.8 on the Play Store.
Enabling Content Discovery
-
Low Viewer-to-User Conversion: The platform needed to better convert viewers into active users through improved content discovery.
-
Underperforming Search Experience: The existing search functionality had a low CTR, limiting its effectiveness.
Approach
1. Team Leadership and Collaboration
-
Took on the role of Team Lead, managing 5 designers.
-
Worked closely with data scientists, engineers, and content strategists to implement AI-based recommendations.
-
Facilitated design sprints to rapidly prototype and test new ideas.
2. AI-Powered Recommendations
-
Integrated AI models to personalize content recommendations based on user behavior.
-
Conducted controlled A/B tests to refine the recommendation algorithms.
-
Resulted in a 60% improvement in the viewer-to-user ratio.
3. Search Experience Overhaul
-
Conducted user research to identify pain points in the search experience.
-
Redesigned the search interface with enhanced filtering and query suggestions.
-
Achieved an industry-leading search CTR of 82%.
Results
-
Viewer-to-User Ratio: Improved by 60% with AI-driven recommendations.
-
Search CTR: Set an industry benchmark with a CTR of 82%.
Approach
This project marked my first experience in designing a mobile application, and I followed a structured design process to ensure a user-centric approach:
1. User-Centric Design and Research
-
Conducted user research to identify pain points and used data to guide design decisions.
-
Organized cross-functional workshops to brainstorm and align on solutions.
2. Login Process Optimization
-
Simplified the login process and introduced social login options.
-
Conducted usability testing to ensure the changes met user needs.
-
Increased the login success rate from 68% to 96%.
3. Referral Program Revamp
-
Designed and implemented a new referral feature from scratch.
-
Focused on creating a seamless user experience backed by data.
-
Achieved a 40% reduction in the cost of user acquisition.
4. Enhancing App Ratings
-
Integrated user feedback into the redesign process.
-
Continuously monitored app reviews and made iterative improvements.
-
Improved ratings to 4.5 on the App Store and 4.8 on the Play Store.
Featured Work
This is the space to introduce the Project section. Take this opportunity to give visitors a brief overview of the types of projects they'll find featured in the showcase below. Consider adding an image or video to spark their interest.
