ENABLING CONTENT DISCOVERY THROUGH AI-DRIVEN CONTENT CURATION
FOR YOU
COMPANY
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.
CONTEXT
Old "For You" page? More like "For Everyone" page
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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.
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
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