PROJECT SCREENSInside the design
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End-to-end product design for INDIAFIRST — an OTT video-streaming platform delivering a unified viewing experience across web, mobile, and connected-TV apps.
INDIAFIRST needed to let users discover, browse, and stream content effortlessly across three very different form factors and input methods — mouse, touch, and TV remote — while maintaining one consistent, scalable design language across all platforms.
What works for a cursor fails for a thumb, and both fail for a remote from ten feet away. Navigation, focus states, typographic scale and content density had to be rethought per platform — without fragmenting the product into three different designs.
As Product / UI-UX Designer I owned the experience across web, mobile, and TV — from content-discovery research and information architecture through high-fidelity UI, interactive prototypes and the cross-platform design system.
Remote-friendly focus states and generous targets designed for the living room, not ported from desktop.
Swipe-driven browsing and thumb-reachable actions instead of shrunken desktop navigation.
One component system across all three platforms for visual consistency and faster delivery.
Layouts that prioritize discovery and continue-watching — getting users to playback in fewer steps.
Before a single screen was drawn, I studied how people actually watch: living-room viewing sessions, remote-navigation patterns, and how discovery behaviour differs between a phone in a queue and a TV after dinner. Competitive teardowns of leading OTT platforms revealed a consistent failure: mobile patterns lazily scaled up to TV.
The same user behaves completely differently on the couch versus the commute — one design language, three behaviour models.
Most sessions start with browsing, not typing. The interface had to sell content before users knew what they wanted.
Every extra step between opening the app and pressing play measurably increases abandonment.
Opens the app without a plan, scrolls with a remote from three metres away, and decides based on artwork and a synopsis. Needs big focus states, forgiving navigation and confident recommendations.
Knows exactly what to continue watching. Needs their episode surfaced on the first screen of every device — phone, laptop or TV — with one action to resume.
A dark, cinematic canvas keeps the content the hero: imagery does the talking while UI recedes. A strict type scale holds up at 10-foot distance, focus states glow rather than outline, and one tokenised component library flexes across all three form factors without forking the design.
Prototypes were tested on real devices — a TV with an actual remote, not a browser simulating one. Remote-navigation walkthroughs exposed focus traps and dead-ends that never appear with a mouse; each round tightened the traversal order until every screen could be navigated blind.
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The platform shipped with a single scalable design language spanning web, mobile and connected TV — platform-appropriate navigation on every screen, and a component system that keeps future features consistent by default. Detailed metrics available on request.
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