Driving Product Growth
with the emerging market
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
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.
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%.
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.
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%.
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.
