CHALLENGE
Designing an entertainment
destination for Flipkart
PROJECT TIMELINE
December 2023 - January 2024
ROLE
Sr. Product Designer, Visual Design
PROJECT TIMELINE
December 2023 - January 2024
ROLE
Sr. Product Designer, Visual Design
PROJECT TIMELINE
Jul 2019 - Sep 2019
ROLE
UX, UI, Visual Design
Flipkart video is an engagement construct that are steps to achieve that emotional connect with the user. Videos will be another pillar basis which Flipkart will be able to provide better engagement avenues with its user base.
I was assigned to design the product from scratch. I was mentored by a lead designer who helped me to break down the goals to achieve and guided me to design wireframes, widgets, icons and user flow. I also played a major role in aligning all stakeholders in terms of the design aspect.
The challenge
Background context
With the advent of 4G (and 5G in near future) and fall of mobile data prices, India has seen tremendous growth in consumption of online video content (60% of all internet data consumed in India is video). This along with increasing penetration of smartphones has led to the making of a fertile ground for advent of OTT revolution in India.
The goal
Flipkart video platform should be entertainment destination for Flipkart users. Aim here is to ensure emotional connect with the user base and ensure top of the mind recall for the customers. With content and experience fine tuned for each user, this platform becomes default destination of Flipkart users for entertainment and increase repeat visits to the platform.
The designs
With the guidance put in place, I started to design the app. I tried out multiple layouts, cards, wireframes and experiences but found these iterations perfect for the platform and the user.
Home page
I created new widgets and tabs for the home page for the user to explore. I created auto-play widget for promotion and featured widget which is a carousel for paid contents.
Home Page Widget
Hero banner on the first scroll to showcase the latest shows and movies
Navigation tabs
Navigation for the user to toggle as per their needs and desire
Home page
Featured contents
A section for featured movies where the paid contents are showcased.
Autoplay feature
A promotion for recently launched
show with an autoplay feature
Language based browsing
Regional language based browsing section
Product details page
I designed the product details page with major meta in place. I also created the different episodes widget and season's dropdown tab for the user to view other seasons if available.
Mark favorite
Users can mark the show or movie as their favourite and they can watch it later
Product details page
Hero banner
The content poster to give highlights on for the details page
Season dropdown
A button if the shows have different seasons
Recommendation
Recommendation widget based on related shows or movies for the user to explore
Video player
I created the video player interface along with the icons for the app. I also created the audio, subtitle overlay and episode overlay for the user to choose as per their choice.
Video player interface
Audio & subtitle overlay
Episode overlay
Ads integration
This was the revenue model for the category. I designed the video ad player, which includes links and profile images of the brand. Also, I designed the ad overlay structure when a video is playing, making sure that it doesn't disturb the user much but, at the same time, grabs attention.
Video ad
Ad integration
Learnings
As I was moving from visual design to product design, this was one of my first UX projects. I learned a lot about using tabs, buttons, iconography, and other elements consistently across pages. I was able to learn about user research, problem-solving techniques, user testing, and implementation. The design was appreciated by the stakeholders and design leaders.
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