Streaming & Self-Service App for 2.5M users in MENA
Digital video viewing is on an upward trend in the UAE, coinciding with a consistent rise in Pay TV. OSN stands as one of the leading content distribution firms in Dubai.
Overview
In the UAE, online video consumption is growing rapidly, along with a steady increase in Pay TV. OSN is Dubai's leading content distribution company.
Goal
Provide entertainment accessible to all, guided by the company's core principles:
- Prioritizing the customer
- Offering exclusive content
- Delivering exceptional value.
The Challenge
Consumer Shift to Digital Streaming
There is a significant trend of users discontinuing traditional cable services in favor of over-the-top (OTT) digital streaming platforms.
Decline in DTH
User Base
The segment of consumers not connected to digital platforms is rapidly shrinking, reflecting a declining reliance on direct-to-home (DTH) services.
OTT Market Saturation and Cost Concerns
The OTT market is experiencing saturation, and the cumulative expense of multiple subscriptions is becoming a financial burden for consumers.
SOLUTION
OSN TV
OSNtv is a video streaming service that aggregates the best local & international content into one platform, giving users in MENA the freedom to watch their favourite movies & shows anytime, anywhere.
MY OSN
MyOSN is the quickest and easiest way to manage your OSN account, pay bills, get support and much more.
Timeline
6 months, Client Project
My Role:
UX Designer
Deliverables
User Archetypes, Brand dentity, Information Architecture, User Stories, User Journey, Wireframes, Visual Design, Prototype, Design System
IMPACT
A unified digital experience across TV, web, and mobile.
The OSNtv box today is an enabler of several experiences for the end user, but more importantly it has the ability to evolve as our design and technologies evolve.
- Melvin Saldanha, Director of Technology
It’s a new environment with a unique user experience. It’s also a different way of positioning ourselves, because with this box, people have the option to do away with the dish if they want to.
- Devrim Melek, Senior Vice President – Strategy
2.5M
Subscribers
34%
Increased User Engagement
8.7
Net Promoter Score
2023
Winner Broadcast Pro ME
PROCESS
How I approached the project.
/ Exploration + Conception /
I explored the necessity of a design, assessed offerings from competitors, and interviewed existing users to understand their habits, needs, and frustrations. Then processed my learnings into actionable goals to get the desired outcome.
/ Creation + Validation /
I let my creativity run wild while collaborating with some users to create high-fidelity mockups, and simulate multiple use case scenarios to learn whether the design was having the desired impact on the UX or not.
USER ARCHETYPES
MEDIA ENTHUSIASTS
Interested in media such as sports, video games, music, gambling
Open for a lifestyle bundle that can provide all the digital services on one platform
Value personalized content and are open to sharing data across services to achieve it
Willing to pay a premium for subscriptions without ads or usage limits and are less interested in pay-per-use models
VALUE MAXIMISERS
Interested in media such as social media platforms and music
Like personalized recommendations, exclusive perks and loyalty rewards
Open for consolidated apps for all services in the same ‘family’
Wish to have one digital wallet that connects to all streaming services for purchases and upgrades
DESIGN PRINCIPLES
Bold. Energic.
Immersive
We are all about being bold & energetic in our design - from immersive media, bold typography, ample negative space to immersive motion, we strive to deliver to most delightful user experience.
intent_Driven
Design.
Our decision framework helps us to evaluate our choices and build intuitive solutions. We ask out selves does it solve user's core intent? Is it simple? Is it Delightful? Good Solutions Must Qualify all three parameters.
Simply
Efficient.
We aim to flatten the learning curve. We laverage what the users already know & stray away from unnecessarily reinventing the wheel. Wielding deep understanding of our customers, we narrow down on choices they need to make ad reduce the cognitive load.
Break the
mould.
We delieve strict rules cripples good ideas. While we endeavour to not reinvent the wheel, we proactively question existing solutions to find new & better ways of thinking and doing things more creatively.
BRAND IDENTITY
Crafted an omni-channel Brand Identity centered on the company's core principles:
customer-first approach
delivering unparalleled exclusive content
offering unmatched value
Mood Board
Logo
Color Pallet
Iconography
Typography
Behaviors
Vessels & Image
SOLUTION SHOWCASE
And finally, say Hello to OSNtv
Connecting Viewers
with Live Content
Improved the user experience and streamlined the customer journey by reducing the number of clicks.
Improved Click To Completion Rate by 24%
Effortless Content
Discovery with
Channel Guide
Enhanced the information architecture to assists users in making faster decisions.
Advanced Search
Integrated with Google Assistant
Improved the average time users spend from initiating a search to selecting a content.
Enhanced the effectiveness of search result and UI’s ability to guide users to the desired content.
The Search Funnel
All the stages of search
Capture
Capture the query the user's trying to search for
interpret
Interpret the query to the best of the system's understanding
Match
Process the query to find matches in the system
Rank
Rank the matches in a meaningful order
Present
Present the ranked matches to the user
SOLUTION SHOWCASE
Self-Service App
The self-service solution enables frictionless onboarding, billing, parental guidance and account management, where customers can choose their own payment methods and manage the accounts efficiently.
Self-Service
Adoption
Improved the user experience to successfully complete subscription and payment actions to positively impact the ARPU.
OSNTV acquired 2.5M Subscribers in 12 months
Average Handling
Time
Reduced the time taken for users to resolve issues or complete tasks using self-service application.
62% reduction in customer service calls
PRODUCT DEMO
