top of page

ENABLING CONTENT DISCOVERY THROUGH AI-DRIVEN CONTENT CURATION

FOR YOU

FOR YOU.png

COMPANY

image.png

Zee5

MY ROLE

Product Designer- Conceptualization, Visual Design, User Flows, Collaboration with stakeholders

IMPACT

68% increase in Zee5's viewership

DEVICES

Mobile (Android & ios), PWA, Tablets, Foldable devices, Connected TV

TIMELINE

4 Months

OVERVIEW

Zee5 is a leading Indian OTT  platform known for its vast library of regional content.  "For you" in Zee5 is transforming how you discover your next binge-worthy watch! We've introduced a groundbreaking AI-powered recommendation system that leverages social media trends and Gen-AI technology to create a truly personalized experience.


I focused on the user experience of "For You," designing intuitive interfaces for AI-powered recommendations. This included crafting engaging layouts to showcase social media buzz and award wins, while ensuring clear presentation of titles and summaries. 

Problem.png
outcome.png
Problem (1).png
Beige Modern Vintage Music Festival Ticket (1).png
Project Brief Deck.png

CONTEXT

Old "For You" page? More like "For Everyone" page

For You' page was like a crowded party: lots of options, but nothing you truly connected with.

WHAT'S NOT WORKING?

Zee5's "For You" page was a one-size-fits-all . It lacked personalization, resembled the generic homepage, and failed to engage users. This resulted in low click-through rates and missed opportunities to create loyal viewers. We needed a revamp - a personalized experience with viral content, social buzz, and features like mood-based recommendations to keep users hooked and coming back for more.

83bb109b47278d46ebd3ec934ffbff94-removebg-preview (1).png

No personalization

There is no real estate on Zee5 app which is perceived as "personalized" 

No experience differentiator

“For You” page looks just like home page. The experience is not unique.

No virality factor

Most content becomes boring in 3 days, need for a dedicated place for viral content

PROCESS

Defined use case objectives 

Social Proofing

Alternate ending

Quick & guided content discovery

Personalized recommendations powered by AI/ML models

AI- powered immersive discovery

OUTCOME

Android
As per March 2023, the android built is launched for 20% of Zee5 audience worldwide as part of controlled experiment. Keep an eye out for the update in your Play Store! Let me know your feedback if you happen to come across this awesome experience soon :)

IMPACT

This project won the codeathon (in association with Google) at Zee5 and was well appreciated by the entire team and stakeholders.   As per the data we have till now, there has been 68% increase in viewership because of For You. More numbers incoming, will tell you more about it once we connect for a call!

MY LEARNINGS

This has been a great project for my professional development, here are a few things I learned from this experiment:

01

Data-Driven Design

This project highlighted the importance of translating user data and competitor analysis into actionable design decisions. It helped me improve my ability to analyze user research and competitor features to make  informed interface elements and user flows.

03

Personalization for Diverse Audiences:

Zee5 caters to a vast regional audience. This project underscores the need for designing personalized experiences that consider cultural nuances and language preferences. It strengthened my skills in designing interfaces that adapt and cater to a diverse user base.

02

Micro-interactions and Engagement

The explorations on interactive features like mood checks and alternate endings emphasizes the growing importance of micro-interactions in user experience (UX) design. I delved deeper into crafting engaging interactions that enhance user delight and keep them coming back.

04

Stakeholder management

This was a big project spanning across multiple teams including Product, Data, Research, Business and of course, design. It made me more confident in presenting my thoughts and ideas out loud in meetings and giving design a seat at the table.

bottom of page