Pranav Kumar - XR Designer

Reimagining UX for OTT platforms on CTV and XR

This project explores innovative user experiences for ZEE5's OTT streaming platform on Connected TV and Virtual Reality, aimed at enhancing content discovery, user retention, and engagement.

Jan, 2024 | 10 min read

Activities

UX Research | UX Design | UI Design

Team members

Aditi George ↗

Context

Kyoorius Young Blood, 2023 (Featured in “First List”)

Duration

7 Days

Opportunity

Experiences on OTT platforms are

often not designed for shared-

personal devices

Experiences on OTT platforms are

often not designed for shared-personal devices

windmill functioned

OTT platforms have grown into a massive market in recent years, with exceptional experiences designed for personal devices like phones and tablets. However, there has hasn’t been much focus on creating experiences for shared-personal devices. Recognizing this gap, ZEE5 presented a challenge to design fresh, innovative user experiences tailored for its CTV application and next-gen media devices like VR headsets.

We propose a completely reimagined user experience that is hyper personalised with a main focus on content discovery ultimately leading to enhanced user engagement and retention

To address this issue, we created a VR tour of a windmill nacelle that would introduce the user to its main components and give a basic understanding on the working principles of a windmill.

//Workflow

// Workflow

Requirement gathering and research

The app had too many options, way too many
options to choose from

One of the first things we noticed was the overwhelming amount of content available, with no clear hierarchy or grouping. This led to significant decision fatigue, particularly when trying to discover new content.

The app also felt visually cluttered with minor inconsistencies in the UI. It lacked a distinctive character, and looked too similar to other OTT apps without offering any unique identity.

// We conducted a study of the existing application, mapping its information architecture and features while also noting the usability issues.

// We conducted a UX study and heuristic evaluation of fifteen existing VR training modules to understand key components, user interactions, and the design language used at the organisation.

// Online survey to understand various aspects like preferred devices, content preferences, decision-making factors, frustrations with content overload, and openness to new technologies like AR/VR. It also aimed to identify user expectations, favorite and least favorite features, and the motivations behind OTT usage.

// Online survey to understand various aspects like preferred devices, content preferences, decision-making factors, frustrations with content overload, and openness to new technologies like AR/VR. It also aimed to identify user expectations, favorite and least
favorite features, and the motivations
behind OTT usage.

Popular formats

Movies/TV shows and soaps are the most watched format of content on OTT

Social influence

Recommendations from friends and family help users decide what to watch

Genre preference

Genre plays an important role in helping users decide what content to watch

Reviewers influence

Recommendations from Film reviewers on YouTube and other sites help users decide what to watch

Popularity factor

Popularity plays a big role in helping user decide whether to watch the content or skip it

Popularity plays a big role in helping user decide whether to watch the content
or skip it

Limited exploration

Users like to have options but may not always feel exploratory to figure out what they want to watch

Users like to have options but may not always feel exploratory to figure out
what they want to watch

// Here is what we learnt

How might we tailor the user experience to help users find the right content in the least amount of time possible while prioritizing content personalisation?

Identifying the aspects that can achieve personalisation in a shared device

The challenge was designing a hyper-personalized experience—not just for a single user, but for everyone sharing the device. Our designs focused on three main factors to address this challenge.

Content discovery

Ensuring that the AVOD (non-subscribed user) who is not interested in subscribing or is not tech savvy, is shown relevant content that improves stickiness to the platform.

Personalised ads

Building opportunities for personalised ad monetisation without compromising on the viewing experience.

Building opportunities for personalised ad monetisation
without compromising on the
viewing experience.

Customisation

Providing user the ability to heavily customise the platform (UI) and the content as per their unique preferences.

Introducing the all new ZEE5

Introducing the all

new ZEE5

A completely reimagined user flow that provides you  
with exactly what they need!

A completely reimagined user flow that provides you  with exactly what
they need!

Find what you’ll love, effortlessly

Completely reimagined home-screen that understands you and
shows you content that you’ll actually love

Completely reimagined home-screen that understands you and shows you content that you’ll actually love

Discover hidden gems and personalized picks

From soaps to superheroes, Zee5 has it all. Explore your interests, discover hidden gems. Our personalized recommendations, powered by AI,
find your perfect match.

Know what to watch? jump right in!

Skip the scrolling and watch what you want instantly.
This means voice searching with no new recommendations.
Just your watchlist and continue watching.

Skip the scrolling and watch what you want instantly. This means voice searching with no new recommendations. Just your watchlist and continue watching.

We took personalization personally!

Your entertainment genie, whispering quirky suggestions based on your unique vibe, with a dash of customization for good measure

Monetization opportunities

No more boring irrelevant ads! Zee5 personalizes the ads to
whatever you are watching!

No more boring irrelevant ads! Zee5 personalizes the ads to whatever you
are watching!

VR the first to do this!

If you thought the CTV experience was fun, The all new Zee5 XR app comes with some of the most innovative and immersive   user experiences.

Whistle-worthy experiences!

Some movies are meant to be enjoyed with fanfare, VR allows for the big screen aspect, so we thought, why not bring the celebration home?

Gesture based reactions that are either auto-played at pre-set timestamps or user triggered during watch parties. This increases the user engagement multifold and also enhances the experience in a way that was never possible before

And that’s a wrap!
Stop searching and start watching, ZEE ya!

learning and reflections

Somethings that I am taking back with me
after completing this project

There is a lot of opportunity to improve the experience of applications that have already been explored extensively.
Media consumption in VR is truly going to be a game changer. The possibilities are absolutely endless.
I had too much, way too much fun working with Aditi on this project.