OTT Ecosystem for Fans, Creators, & Admins
Industry
Entertainment
Client
VrittantAi
Platform
Mobile & Web
Timeline
8 weeks
In-short, a little about the project…
Vrittant AI is a short-form OTT ecosystem built around episodic storytelling, creator monetization, and platform moderation.
Business Goals
Maximise viewers & creators' onboarding.
An MVP to manage paid ad campaigns.
Understanding The Ecosystem
The platform consisted of three interconnected products:
Viewer App
A mobile-first OTT experience for discovering and consuming episodic content.
Creator Studio
A tool where creators could publish shows & manage monetization.
Admin Platform
An internal system designed for fraud detection, creator moderation & managing ad campaigns.
Key Design Decisions
Viewers Onboarding (Viewer Mobile App)
This is the current onboarding flow. We iterated on several authentication flows and moved forward with a combined login and signup flow.
Existing flow
Early Iteration
Other brands & our competitors using same flow:
Following are some more simplification in onboarding:
Iteration 1:
Iteration 2: Reduced cognitive load of the user by reducing the decisions per page
Iteration 3: Converted the DOB into a year range for easier onboarding & changed the third question into gender to target the users better with our recommendation and paid ads
My Profile (Viewer Mobile App)
We wanted to personalise the profile according to the most types of genre a person watches.
inspired from Josh Puckett: https://www.interfacecraft.dev/
Profile cards according to favourite genre
Browse Episodes while Watching (Viewer Mobile App)
The following are some iterations on how we improved the episode viewing feature while watching the show.
Interception point:
Iteration 1
Iteration 2
Iteration 3
Iteration 4
Create a New Show (Creator Desktop App)
Deciding how a creator uploads their show to the platform is a complex task. We explored different ideas in the wireframing.
The following are some iterations before deciding the final layout of the flow.
Early wireframe sketches
Initial Design Iterations
We decided to have a layout in three columns for easier navigation
Here are the final designs:
Creator Onboading (Creator Desktop App)
ChatGPT and I both kept discussing what the best onboarding flow should be for the creators & we spent whole day deciding this.
We initially decided to go on with legacy onboarding & later explored more on how to reduce the bounce rate while onboarding.
What we found out?
Our tool expected a lot from the creator while onboarding, like KYC registration, document uploads, etc.
We moved on with a hybrid onboarding where we give the creator upfront value & ask if any document if mandatory for that action
Final Designs
Subscription Funnel (Admin Desktop App)
We wanted a tool where the admin can understand the conversion of the subscription for viewers mobile app.
Sankey diagram
While researching, I learnt about this type of funnel diagram. I have seen it multiple times, but I didn't know how it worked.
So I went forward & explored some options on https://sankeymatic.com/
What we found out?
Due to technical feasibility (a large number of nodes in the journey), we couldn't move forward with sankey diagram. For the MVP, we focused on a defined journey for the subscription funnel.
Side Sheet vs Full Page
One of the recurring UX decisions across the admin platform was deciding:
When should an action open in a side sheet, and when should it become a dedicated page?
Using side sheets for contextual edits or simple reviews:
Important addition in the bottom sheet for quick scan:
Using full page detailed or isolated flows:
Further improvements
With more time, I would focus on:
Adding micro-interactions in the mobile app to increase engagement.
Go deeper into the advertisement management module.
