Regional OTT Platform – Sunday

Analysis is in progress ..

Background

Sunday is a OTT platform which delivers regional content all over the India. It aims to deliver content to users in their native language.

Understanding Problem Statement

There are problems that are given one of which is a business/product problem statement and the other one is a research problem statement. These 2 problems are correlated to each other and as we will solve one of them the other one will be solved on its own.

There has been a rise in number of users of OTT Platform due to following reasons

Key Success Points of Aggregator

1. Centralized Access to Content – centralized platform to access a wide range of videos, eliminating the need to visit multiple websites
2. Diverse Content Selection – users to discover new and varied content, opportunity to reach a broader audience.
3. User Convenience – single interface for discovering, browsing, and consuming videos
4. Cross-Platform Integration – users can access content from platforms like YouTube, Vimeo, or others, all in one place.
5. Personalization and Recommendations – user experience by offering content that aligns with their interests, leading to increased customer engagement and satisfaction.
6. Time and Cost Efficiency for Creators –
7. Monetization – such as advertising, subscriptions, or pay-per-view options

Business/Product Problem statement

Post Pandemic there has been a subtle increase in viewers of OTT platforms specially in India. As India has diverser languages, there are not too many platforms which cater content in regional languages. However People get easily confused with the too many options and often getting frustrated due to lack of proper personalized recommendations.A regional OTT application wants to make it easier for people to decide what to watch. A single OTT application which caters movies and tv shows in all Indian Scheduled languages and would show the movies and shows as per selection of language by user so that they can have richer and more premium experience

The target audience in mind was users ranging from Tier 1, 2, and 3 Indian cities.

 Some of the other requirements as mentioned by the stakeholders:

users to seamlessly choose and change their content language along with their display language and subtitle

easy content discoverability, parental lock, good loading speed,

Research Problem Statement

Users getting confused in deciding amongst the variety of options available.As a UX designer want to understand the behavior of people trying to choose what they want to watch and the different factors that influence the decision.

Project Goals

Create a web application that improves and “revolutionizes” the native language movies and tv shows viewing experience.

Design Process

Note : Image has been sourced from https://management30.com/blog/design-thinking/

01 / Empathize – Exploring the User’s Needs

Product Discovery Phases

1. Purpose of Design and Problems we are trying to solve

2. Success Matrix

3. What is working for other platforms ?

Purpose of Design and Problems we are trying to solve

Success KPI Matrix for UX Effectiveness

What is working for others ?

Research Approach

Customer Interviews

Competitive Analysis

02 / Define – User’s Needs and Problems

We covered the watching behavior of every user group this product intends to cater

Concept design with a Journey Mockup

03/ Ideate

Structuring the information : Information Architecture

Prioritized user satisfaction and created IA considering user-specific needs

Service design blueprint

04 / Low Fiedility Prototype – Let’s make the Design!