Multi-profiles feature for OTT
Multi-profiles feature for OTT
A scalable feature designed to personalise content access across households, age groups and devices by creating a safe, seamless and satisfying experience for every viewer, from kids to grandparents.
A scalable feature designed to personalise content access across households, age groups and devices by creating a safe, seamless and satisfying experience for every viewer, from kids to grandparents.
📱 Mobile
📱 Mobile
💊 Tablet
💊 Tablet
🖥 Desktop
🖥 Desktop
📺 TV
📺 TV
Ever tried binge-watching, only to get recommendations that don’t match your taste?
Ever tried binge-watching, only to get recommendations that don’t match your taste?
Ever tried binge-watching, only to get recommendations that don’t match your taste?
At JioCinema, we saw this happening alot. Shared accounts meant tangled watchlists, mismatched recommendations and frustrated users. So, we set out to fix it.
Multi-Profiles became our answer because "Sharing is Caring"
Share yet get personalised space for every viewer, making content discovery seamless while boosting engagement and revenue.
Here’s how we made it happen…
At JioCinema, we saw this happening alot. Shared accounts meant tangled watchlists, mismatched recommendations and frustrated users. So, we set out to fix it.
Multi-Profiles became our answer because "Sharing is Caring"
Share yet get personalised space for every viewer, making content discovery seamless while boosting engagement and revenue.
Here’s how we made it happen…
✨ Project Overview
✨ Project Overview
JioCinema, a flagship OTT platform under Viacom18 Digital, has been at the forefront of revolutionising how India consumes digital content by reaching a wide and diverse audience, from metros to tier 2 and 3 cities. As the platform grew, personalisation and shared viewing experiences became increasingly important. Our challenge was to design a feature that could cater to this diversity by creating a more personal, safe and seamless experience for every viewer.
Timeline
2023 - 2024
7 months
7 Months
2023 - 24
User Base
150 Million+
Users
Domain
OTT, Entertainment
Company
Viacom 18 Digital
Media
Stakeholders
Head of Design (1)
Design Manager (1)
Product Managers (2)
Engineering(21)
VP-Product & CTO
Head of Design (1)
Design Manager (1)
Product Managers (2)
Engineering(21)
VP-Product & CTO
Head of Design (1)
Design Manager (1)
Product Managers (2)
Engineering(21)
VP-Product & CTO
My Role
Responsible for the end-to-end experience design. From user research to strategising solutions, crafting intuitive flows, wireframes and the final UI. I collaborated closely with cross-functional stakeholders, ensuring the solution was scalable & accessible. Conducted internal testing to validate the experience and fine-tune interactions and aligned it with JioCinema’s vision.
Responsible for the end-to-end experience design. From user research to strategising solutions, crafting intuitive flows, wireframes and the final UI. I collaborated closely with cross functional stakeholders, ensuring the solution was scalable & accessible. Conducted internal testing to validate the experience and fine-tune interactions and aligned it with JioCinema’s vision.
Timeline Outline
Thanks to the incredible team-work and iterative strategy, we were able to launch the feature as planned, within tight timelines. It was released, in a phase-wise structure, follow along to get to know…
Before jumping into the solution mode, I wanted to connect the customer problems with the business goals
Before jumping into the solution mode, I wanted to connect the customer problems with the business goals
Discovery
Discovery
Discovery
Understanding the problem space - User research and exploration
Understanding the problem space - User research and exploration
▪ Problem discovery and data collection
▪ Problem discovery and data collection
▪ Research Outcomes: cold calling, interviews and surveys
▪ Research Outcomes: cold calling, interviews and surveys
▪ Stats, Challenges and Impact analysis
▪ Stats, Challenges and Impact analysis
⚠️ Exploring the problem space
⚠️ Exploring the problem space
⚠️ Exploring the problem space
User pain points
I interviewed users, facilitated workshops and analysed surveys to understand how they feel, think and interact with content alone as well as in groups. Key Insights:
1. Sensitivity about kids content
2. Cluttered viewing history
3. Mixed recommendations
4. Difficulty in managing shared devices
I interviewed users, facilitated workshops and analysed surveys to understand how they feel, think and interact with content alone as well as in groups. Key Insights:
1. Sensitivity about kids content
2. Cluttered viewing history
3. Mixed recommendations
4. Difficulty in managing shared devices
I interviewed users, facilitated workshops and analysed surveys to understand how they feel, think and interact with content alone as well as in groups. Key Insights:
1. Sensitivity about kids content
2. Cluttered viewing history
3. Mixed recommendations
4. Difficulty in managing shared devices
Business Goals
In-order to create a safe digital space, the business model had to introduce:
1. Parental trust and safety
2. Enhance user engagement
3. Increase user retention
4. Expand subscription models
In-order to create a safe digital space, the business model had to introduce:
1. Parental trust and safety
2. Enhance user engagement
3. Increase user retention
4. Expand subscription models
In-order to create a safe digital space, the business model had to introduce:
1. Parental trust and safety
2. Enhance user engagement
3. Increase user retention
4. Expand subscription models
🕵️♂️ Competitive Analysis
Studied all the direct and indirect competitors in the Indian OTT domain to understand how our friends solve these problems. I mapped the user-journeys and flows followed by these apps and how they tackled specific use-cases. This helped to strategise and sub-divide the feature into phases. Overview:
Studied all the direct and indirect competitors in the Indian OTT domain to understand how our friends solve these problems. I mapped the user-journeys and flows followed by these apps and how they tackled specific use-cases. This helped to strategise and sub-divide the feature into phases. Overview:
🗃 App Metrics & Data Analysis
We started with extracting data from Mix-panel to understand the drop-off points for users in different settings. How content quality, recommendation and environments effect their choices. This analysis was iterative and performed multiple times after each phase. This gave me a direct viewport of what worked well and what failed. Deciphered Engagement Metrics and Content Interaction Metrics.
We started with extracting data from Mix-panel to understand the drop-off points for users in different settings. How content quality, recommendation and environments effect their choices. This analysis was iterative and performed multiple times after each phase. This gave me a direct viewport of what worked well and what failed. Deciphered Engagement Metrics and Content Interaction Metrics.
After the first stage, I started filtering through all the information I’d gotten and elaborating on it to define the main problems and the design challenge.
After the first stage, I started filtering through all the information I’d gotten and elaborating on it to define the main problems and the design challenge.
Define
Define
Define
Define the problem and how it impacts users
Define the problem and how it impacts users
▪ Creating personas
▪ Creating personas
▪ Re-defining challenge
▪ Re-defining challenge
▪ Feature Sorting & Flow Development
▪ Feature Sorting & Flow Development
👥 Personas
After diving into user research, I discovered just how diverse our audience truly was. So I crafted detailed personas and scenarios to reflect real user needs, behaviours, and goals
After diving into user research, I discovered just how diverse our audience truly was. So I crafted detailed personas and scenarios to reflect real user needs, behaviours, and goals
Himanshi Singh
Himanshi Singh
Age - 48 years old
Gender - Female
Occupation - Housemaker
Status - Married
Location - Prayagraj, India
Age - 48 years old
Gender - Female
Occupation - Housemaker
Status - Married
Location - Prayagraj, India
Bio
Bio
Gen X
Gen X
Himanshi is a house- maker and a mother of 2 kids. She often binges on tv serials. She is a premium user.
Himanshi is a house- maker and a mother of 2 kids. She often binges on tv serials. She is a premium user.
Frustrations
Frustrations
Her kids take her phone and avail non-restricted content. Her husband also uses the same account to watch sports content.
Her kids take her phone and avail non-restricted content. Her husband also uses the same account to watch sports content.
Kunal Srivastava
Kunal Srivastava
Age - 30 years old
Gender - Male
Occupation - Engineer
Status - Married
Location - Bhopal, India
Age - 30 years old
Gender - Male
Occupation - Engineer
Status - Married
Location - Bhopal, India
Bio
Bio
Millenial
Millenial
Kunal is a Mechanical Engineer.
He watches movies and original content majorly on holidays or when is bored. He lives with his family in a rented flat. Raghav is a freemium user.
Kunal is a Mechanical Engineer.
He watches movies and original content majorly on holidays or when is bored. He lives with his family in a rented flat. Raghav is a freemium user.
Frustrations
Frustrations
He is not a regular user. Whenever he launches the app, he expects prompts according to his liking. He does not want to spend time searching content.
He is not a regular user. Whenever he launches the app, he expects prompts according to his liking. He does not want to spend time searching content.
Joy Dsouza
Joy Dsouza
Age - 16 years old
Gender - Male
Occupation - Student
Status - Unmarried
Location - Mumbai, India
Age - 16 years old
Gender - Male
Occupation - Student
Status - Unmarried
Location - Mumbai, India
Bio
Bio
Gen Z
Gen Z
Joy is a naughty teenager. His parents are JioCinema premium users. He avails content on his tablet and TV. He is a football fan and Laliga is his “most watched content”
Joy is a naughty teenager. His parents are JioCinema premium users. He avails content on his tablet and TV. He is a football fan and Laliga is his “most watched content”
Frustrations
Frustrations
Whenever he launches the app, he is greeted with mixed list of shows. His mom’s favourite shows are driving the content for their family account.
Whenever he launches the app, he is greeted with mixed list of shows. His mom’s favourite shows are driving the content for their family account.
🔎 Scoping and Re-defining the Challenge
To enhance user experience and drive engagement, we want to give each user. their own space while reinforcing the platform’s family-first positioning. This gives adults better control over content, enables personalised recommendations and improves content targeting.
It should ensure compliance with IT Rules 2021 and the DPDP Act 2023.
With this, JioCinema aims to achieve 100% addressability, improve retention, and boost daily active users- projecting a 27% increase in monetisation and retention among profile creators.
To enhance user experience and drive engagement, we want to give each user. their own space while reinforcing the platform’s family-first positioning. This gives adults better control over content, enables personalised recommendations and improves content targeting.
It should ensure compliance with IT Rules 2021 and the DPDP Act 2023.
With this, JioCinema aims to achieve 100% addressability, improve retention, and boost daily active users- projecting a 27% increase in monetisation and retention among profile creators.
So, how will Multi-Profiles actually work?
We want to create personalised spaces for every viewer, ensuring recommendations feel just right. No clutter, it’s like having a personal movie theatre, built just for you, in your hand. Plus, it helps JioCinema grow by keeping users engaged.
We want to create personalised spaces for every viewer, ensuring recommendations feel just right. No clutter, it’s like having a personal movie theatre, built just for you, in your hand. Plus, it helps JioCinema grow by keeping users engaged.
Personalised Experience
Personalised Experience
Kids
Friendly
Kids
Friendly
Revenue Optimisation
Revenue Optimisation
Enhanced content discovery
Enhanced content discovery
S
S
T
T
DESIGN
DESIGN
T
T
E
E
G
G
Y
Y
R
R
A
A
I collaborated with the Product Managers to analyse all the research inputs and aligned it with the business goals. Since this project included architecture level changes, it required a structure and strategy for release .
I collaborated with the Product Managers to analyse all the research inputs and aligned it with the business goals. Since this project included architecture level changes, it required a structure and strategy for release .
Functional
Functional
Reliable
Reliable
Usable
Usable
Delightful
Delightful
Phase 3
Phase 3
Phase 2
Phase 2
Phase 1
Phase 1
Arron Walter’s Hierarchy of user needs
Arron Walter’s Hierarchy of user needs
Design Strategy
Design Strategy
Phase 1- Build functional, reliable, usable UX
Phase 1- Build functional, reliable, usable UX
Age Compliance
Basic personalisation and Customisation
Parental Controls and Kids Safety
Age Compliance
Basic personalisation and Customisation
Parental Controls and Kids Safety
Phase 2- Focus on Usability & Performance Optimisation
Phase 2- Focus on Usability & Performance Optimisation
CRUD Operations and Profile Management
Compliance with Regulations
Guest and Logged-In User Management
Monitoring and Analytics
CRUD Operations and Profile Management
Compliance with Regulations
Guest and Logged-In User Management
Monitoring and Analytics
Phase 3- Advanced usability, Delightful and Enjoyable
Phase 3- Advanced usability, Delightful and Enjoyable
Micro-animations
Profile-Specific Personalisation
100% architecture level use-case handling.
Collaborative inter-Pod re-design.
Micro-animations
Profile-Specific Personalisation
100% architecture level use-case handling.
Collaborative inter-Pod re-design.
🧩 Feature Sorting with PMs and other Stakeholders
Defining Core flows & User Journey
Curious to see more or dive deeper into the user journeys and flows?
Feel free to reach out at shivangigadhoke.design@gmail.com. I'd be happy to walk you through it in detail.
Curious to see more or dive deeper into the user journeys and flows?
Feel free to reach out at shivangigadhoke.design@gmail.com. I'd be happy to walk you through it in detail.
Curious to see more or dive deeper into the user journeys and flows?
Feel free to reach out at shivangigadhoke.design@gmail.com. I'd be happy to walk you through it in detail.
By looping in developers early on, we uncovered technical constraints upfront, saving us from surprise issues later in the build.
By looping in developers early on, we uncovered technical constraints upfront, saving us from surprise issues later in the build.
Develop
Develop
Develop
Ideating, prototyping, and testing to find a suitable solution
Ideating, prototyping, and testing to find a
suitable solution
▪ Design decisions for key Ui screens, design iterations
▪ Design decisions for key Ui screens, design iterations
▪ Feedbacks from stakeholders
▪ Feedbacks from stakeholders
▪ Technical limitation and how we achieved it
▪ Technical limitation and how we achieved it
Defining Core flows & User Journey
Based on the user flows, before diving into visuals I started to tap in the architectural level changes by building low-fidelity wireframes and prototypes. This helped surface technical constraints early and align expectations across product, QA and development.
Based on the user flows, before diving into visuals I started to tap in the architectural level changes by building low-fidelity wireframes and prototypes. This helped surface technical constraints early and align expectations across product, QA and development.
These were some of the early wireframes created to explore navigation logic, edge cases and modular layout design across platforms and screen sizes. *Curious to see tablet, web and TV wireframes?*
Feel free to reach out at [shivangigadhoke.design@gmail.com](mailto:connect.shivangigadhoke@gmail.com)**.** I'd be happy to walk you through it in detail.
These were some of the early wireframes created to explore navigation logic, edge cases and modular layout design across platforms and screen sizes. *Curious to see tablet, web and TV wireframes?*
Feel free to reach out at [shivangigadhoke.design@gmail.com](mailto:connect.shivangigadhoke@gmail.com)**.** I'd be happy to walk you through it in detail.
These were some of the early wireframes created to explore navigation logic, edge cases and modular layout design across platforms and screen sizes. *Curious to see tablet, web and TV wireframes?*
Feel free to reach out at [shivangigadhoke.design@gmail.com](mailto:connect.shivangigadhoke@gmail.com)**.** I'd be happy to walk you through it in detail.
🎨 Building Key Screens: Explorations & Design Rationale
🎨 Building Key Screens: Explorations & Design Rationale
🎨 Building Key Screens: Explorations & Design Rationale
With the wireframes aligned across teams, I moved to crafting key UI screens that not only delivered usability but also met accessibility benchmarks, motion guidelines and business logic. Each screen was rigorously prototyped, tested and refined through user feedback and stakeholder reviews.
With the wireframes aligned across teams, I moved to crafting key UI screens that not only delivered usability but also met accessibility benchmarks, motion guidelines and business logic. Each screen was rigorously prototyped, tested and refined through user feedback and stakeholder reviews.
🖼️ Who’s Watching?
🖼️ Who’s Watching?
🖼️ Who’s Watching?
Serving as the entry point for personalised viewing, the “Who’s Watching?” screen allows seamless switching, creation and management of profiles across viewer types.
Key Features:
Support for unlimited profiles with avatar rendering
Differentiated views for Kids, Adults, and Guest users
“Don’t show again” toggle to bypass selection for solo users
Clear Create Profile CTA
Challenges:
Ensuring consistent yet context-aware behaviour across TV (remote-based), mobile (touch) and web (hover/click) was complex. Scroll gestures had to translate into focus-based navigation for TVs, while mobile demanded touch feedback and optimized scroll states.
Serving as the entry point for personalised viewing, the “Who’s Watching?” screen allows seamless switching, creation and management of profiles across viewer types.
Key Features:
Support for unlimited profiles with avatar rendering
Differentiated views for Kids, Adults, and Guest users
“Don’t show again” toggle to bypass selection for solo users
Clear Create Profile CTA
Challenges:
Ensuring consistent yet context-aware behaviour across TV (remote-based), mobile (touch) and web (hover/click) was complex. Scroll gestures had to translate into focus-based navigation for TVs, while mobile demanded touch feedback and optimized scroll states.
Serving as the entry point for personalised viewing, the “Who’s Watching?” screen allows seamless switching, creation and management of profiles across viewer types.
Key Features:
Support for unlimited profiles with avatar rendering
Differentiated views for Kids, Adults, and Guest users
“Don’t show again” toggle to bypass selection for solo users
Clear Create Profile CTA
Challenges:
Ensuring consistent yet context-aware behaviour across TV (remote-based), mobile (touch) and web (hover/click) was complex. Scroll gestures had to translate into focus-based navigation for TVs, while mobile demanded touch feedback and optimized scroll states.
Mobile Ui
Mobile Ui
Mobile Ui
Web Ui
Web Ui
Web Ui
TV Ui
TV Ui
TV Ui
🚨 Problem in Testing → Solved with Micro-interactions
🚨 Problem in Testing → Solved with Micro-interactions
🚨 Problem in Testing → Solved with Micro-interactions
During beta testing, users occasionally entered the Kids profile from Who’s watching screen by mistake and couldn’t find content like Live Sports (because of age restriction on advertisements), leading to confusion, frustration and drop-offs. The main issue was “not identifying and entering correct profile”
Insights
Users, especially on TVs, often forgot which profile was active after the “Who’s Watching?” screen stopped appearing, leading to confusion and drop-offs.
Users, especially on TVs, often forgot which profile was active after the “Who’s Watching?” screen stopped appearing, leading to confusion and drop-offs.
Users, especially on TVs, often forgot which profile was active after the “Who’s Watching?” screen stopped appearing, leading to confusion and drop-offs.
Solution
Introduced micro-animations during app load to highlight the active profile and guide users to its resting position visually.
Highlight age rated profiles with a visual.
Introduced micro-animations during app load to highlight the active profile and guide users to its resting position visually.
Highlight age rated profiles with a visual.
Introduced micro-animations during app load to highlight the active profile and guide users to its resting position visually.
Highlight age rated profiles with a visual.
Mobile and web had guiding animation but due to technical limitations, the same was not adapted to TVs. As a parallel solution, I introduced coin spin animation for TV.
Impact
Confusion-related drop-offs dropped and Profile switching success rate improved by 72% during Beta.
Confusion-related drop-offs dropped and Profile switching success rate improved by 72% during Beta.
Confusion-related drop-offs dropped and Profile switching success rate improved by 72% during Beta.
Learning
Not all problems need verbal cues. Visual nudges can effectively build mental models and guide users intuitively.
Not all problems need verbal cues. Visual nudges can effectively build mental models and guide users intuitively.
Not all problems need verbal cues. Visual nudges can effectively build mental models and guide users intuitively.
🖼️ Profile Creation
🖼️ Profile Creation
🖼️ Profile Creation
Creating profiles was essential to enable personalisation, content filtering, and user-level engagement. We wanted to make this action feel effortless while capturing just enough data for a meaningful experience.
Key Features:
Captures minimum viable information to reduce friction during profile creation
Name and age rating were mandatory; avatar selection was kept optional to streamline onboarding
Multiple entry points to start profile creation from the “Who’s Watching?” screen and the profile menu
Designed for smooth adoption across TV, mobile, and web.
Challenges:
Ensuring the first profile met legal adult validation without making the process restrictive.
Insight- Users often tried creating secondary profiles before completing the primary one, causing drop-offs. This was addressed through clear UX copy and a bottom sheet UI that broke the process into simpler, focused steps to reduce cognitive load.
Creating profiles was essential to enable personalisation, content filtering, and user-level engagement. We wanted to make this action feel effortless while capturing just enough data for a meaningful experience.
Key Features:
Captures minimum viable information to reduce friction during profile creation
Name and age rating were mandatory; avatar selection was kept optional to streamline onboarding
Multiple entry points to start profile creation from the “Who’s Watching?” screen and the profile menu
Designed for smooth adoption across TV, mobile, and web.
Challenges:
Ensuring the first profile met legal adult validation without making the process restrictive.
Insight- Users often tried creating secondary profiles before completing the primary one, causing drop-offs. This was addressed through clear UX copy and a bottom sheet UI that broke the process into simpler, focused steps to reduce cognitive load.
Feel free to reach out at shivangigadhoke.design@gmail.com. I'd be happy to walk you through Web and TV designs, Ui states and edge cases in detail.
Feel free to reach out at shivangigadhoke.design@gmail.com. I'd be happy to walk you through Web and TV designs, Ui states and edge cases in detail.
🧠 Selecting Content-Age Rating
🧠 Selecting Content-Age Rating
🧠 Selecting Content-Age Rating
We wanted to create a safe space for families and kids by letting users set an age rating for each profile. It ensured children saw only age-appropriate content, while adults received personalised recommendations and relevant ads. This simple step made JioCinema feel more personal, secure and family-friendly.
A/B Testing
Enhanced the design, refined the copy multiple times. Followed checks with Legal team. Conducted in-office tests with 3 users and went around the area and tested with 14 local users of variable backgrounds in variable settings.
We wanted to create a safe space for families and kids by letting users set an age rating for each profile. It ensured children saw only age-appropriate content, while adults received personalised recommendations and relevant ads. This simple step made JioCinema feel more personal, secure and family-friendly.
A/B Testing
Enhanced the design, refined the copy multiple times. Followed checks with Legal team. Conducted in-office tests with 3 users and went around the area and tested with 14 local users of variable backgrounds in variable settings.
Insights
Many users couldn’t interpret labels like U, U/A 7+, U/A 13+, particularly lower literacy group.
Some mistook these labels for exam grades or math levels.
The “+” symbol was misunderstood as “more difficult” rather than “suitable for ages 7 and above.”
Users wanted clearer explanations of what they were selecting and why it mattered.
Challenges
Compliance: We had to use official CBFC ratings without changing terminology.
User Education: We needed to explain these ratings clearly without overwhelming users.
Insights
Many users couldn’t interpret labels like U, U/A 7+, U/A 13+, particularly lower literacy group.
Some mistook these labels for exam grades or math levels.
The “+” symbol was misunderstood as “more difficult” rather than “suitable for ages 7 and above.”
Users wanted clearer explanations of what they were selecting and why it mattered.
Challenges
Compliance: We had to use official CBFC ratings without changing terminology.
User Education: We needed to explain these ratings clearly without overwhelming users.
🚨 But we hit a roadblock:
🚨 But we hit a roadblock:
🚨 But we hit a roadblock:
After the release of phase 2, around 16% users were choosing the incorrect age-range and getting trapped in a lower age profile.
After digging deep into queries, its was identified that the Copy text was confusing. While the functionality was clear from a design perspective, users didn’t fully understand what the age ratings meant. ****This confusion, especially among less tech-savvy users. To investigate this I again conducted research tests to uncover how people interpreted the scenario.
Final Solution
I redesigned the screen to include:
Simple help text explaining each rating.
Replaced the eye icon reinforcing content restrictions visually. This changed the mental model from see/unsee to yes/no. Checkboxes are widely adopted and easier to interpret.
Visual cues directing users to appropriate age groups.
This improved accessibility and built trust especially among parents unsure about what ratings like “U/A 13+” actually meant.
Validated the Phase 3 release by pretesting the screen with 6 users.
🛠️ Edit Profile
🛠️ Edit Profile
🛠️ Edit Profile
While profile creation captured just the essentials, the Edit Profile screen allowed users to gradually complete or update their details. To avoid overwhelming users upfront, we introduced a soft nudging system — gently prompting them over 10 days to enhance their profiles for better recommendations and control.Key Features:
Captures minimum viable information to reduce friction during profile creation
Name and age rating were mandatory; avatar selection was kept optional to streamline onboarding
Multiple entry points to start profile creation from the “Who’s Watching?” screen and the profile menu
Designed for smooth adoption across TV, mobile, and web.
Key Features:
Allowed users to edit or complete missing info like name, age rating, avatar, or preferences after creation
Nudges were delivered contextually — through in-app prompts and tooltips across usage
Accessible from both the Profile Menu and “Who’s Watching?” screen for continuity
Maintained familiarity with the original Create Profile UI to reduce learning curve
Challenges:
Editable Fields in Kid Profiles: We had to define clear limits on what could be changed in a Kid profile (e.g., age rating was locked post-setup to prevent misuse)
Permission & Access: Only the primary adult profile could edit Kid profiles, requiring extra checks and flows for shared devices
While profile creation captured just the essentials, the Edit Profile screen allowed users to gradually complete or update their details. To avoid overwhelming users upfront, we introduced a soft nudging system — gently prompting them over 10 days to enhance their profiles for better recommendations and control.Key Features:
Captures minimum viable information to reduce friction during profile creation
Name and age rating were mandatory; avatar selection was kept optional to streamline onboarding
Multiple entry points to start profile creation from the “Who’s Watching?” screen and the profile menu
Designed for smooth adoption across TV, mobile, and web.
Key Features:
Allowed users to edit or complete missing info like name, age rating, avatar, or preferences after creation
Nudges were delivered contextually — through in-app prompts and tooltips across usage
Accessible from both the Profile Menu and “Who’s Watching?” screen for continuity
Maintained familiarity with the original Create Profile UI to reduce learning curve
Challenges:
Editable Fields in Kid Profiles: We had to define clear limits on what could be changed in a Kid profile (e.g., age rating was locked post-setup to prevent misuse)
Permission & Access: Only the primary adult profile could edit Kid profiles, requiring extra checks and flows for shared devices
Feel free to reach out at shivangigadhoke.design@gmail.com. I'd be happy to walk you through Web and TV designs, Ui states and edge cases in detail.
Feel free to reach out at shivangigadhoke.design@gmail.com. I'd be happy to walk you through Web and TV designs, Ui states and edge cases in detail.
Other UX Enhancements:
Other UX Enhancements:
Other UX Enhancements:
Alongside the core screens and flows, I also redesigned secondary touchpoints like the profile menu, kids profile protection,“ Don’t Ask Again” logic, editing profiles and the delete profile flow. All aimed at making profile management seamless across platforms.
Curious to see more?
I’d love to walk you through the rest just drop me a line at connect.shivangigadhoke@gmail.com. 👋
Since this feature was built and shipped in phases, the development, testing and delivery often blurred into one another. But once we had solid direction through iterative testing and feedback, it was time to put it out in the wild.
Alongside the core screens and flows, I also redesigned secondary touchpoints like the profile menu, kids profile protection,“ Don’t Ask Again” logic, editing profiles and the delete profile flow. All aimed at making profile management seamless across platforms.
Curious to see more?
I’d love to walk you through the rest just drop me a line at connect.shivangigadhoke@gmail.com. 👋
Since this feature was built and shipped in phases, the development, testing and delivery often blurred into one another. But once we had solid direction through iterative testing and feedback, it was time to put it out in the wild.
Delivery was done in phases. It was super hectic but helped us to test, learn and adapt in real-time, ensuring a smooth rollout without compromising the user experience.
Deliver
Deliver
Testing, Solving and Adapting for a Seamless Rollout
▪ Designed intuitive error states informed by Engineering input and QA testing
▪ Closed experience gaps swiftly by acting on stakeholder feedback and QA reports
▪ Adapted designs to technical constraints while preserving the core user experience and design intent
Delivery Across Platforms
Delivery Across Platforms
Delivery Across Platforms
I prepared delivery packages for dev teams across all four platforms for all phases:
I prepared delivery packages for dev teams across all four platforms for all phases:
Platform-specific UX specs
2023 - 2024
7 months
Redlines, motion specs
Component documentation
As the builds started rolling out, I collaborated with QA for close-knit testing cycles. Together, we mapped out edge cases and crafted intuitive error states based on real-time feedback and engineering feasibility.
As the builds started rolling out, I collaborated with QA for close-knit testing cycles. Together, we mapped out edge cases and crafted intuitive error states based on real-time feedback and engineering feasibility.
Before going live, we ran beta testing with internal team and stakeholders which helped us validate assumptions, uncover unexpected friction points and fine-tune the design for a smooth rollout. Despite technical constraints, I preserved the design’s intent and usability while adapting swiftly to change.
Before going live, we ran beta testing with internal team and stakeholders which helped us validate assumptions, uncover unexpected friction points and fine-tune the design for a smooth rollout. Despite technical constraints, I preserved the design’s intent and usability while adapting swiftly to change.
Feel free to reach out at shivangigadhoke.design@gmail.com. I'd be happy to walk you through Web and TV designs, Ui states and edge cases in detail.
Feel free to reach out at shivangigadhoke.design@gmail.com. I'd be happy to walk you through Web and TV designs, Ui states and edge cases in detail.
⚠️ Error Handling & Edge Scenarios
⚠️ Error Handling & Edge Scenarios
⚠️ Error Handling & Edge Scenarios
After the delivery of Phase 1, I came across the fact that we did not handle the error states. Anticipating hiccups is half the job. I collaborated with engineers to map out and list critical error cases and edge scenarios, such as:
After the delivery of Phase 1, I came across the fact that we did not handle the error states. Anticipating hiccups is half the job. I collaborated with engineers to map out and list critical error cases and edge scenarios, such as:
For each, I designed contextual UI responses with:
Retry flows that don't dead-end the user (wherever possible)
CTAs guiding users to contact support if needed
I came across some edge-cases which were due to API structuring and needed holistic solutioning. Like:
For each, I designed contextual UI responses with:
Retry flows that don't dead-end the user (wherever possible)
CTAs guiding users to contact support if needed
I came across some edge-cases which were due to API structuring and needed holistic solutioning. Like:
📊 Impact
📊 Impact
📊 Impact
A few weeks post-launch, we saw:
+24% improvement in recommendation relevance.
+18% increase in average session time.
70% of logged-in users created at least one profile.
High Kid-mode usage with low bounce rate.
Lift in DAUs and CTRs on homepage content.
A few weeks post-launch, we saw:
+24% improvement in recommendation relevance.
+18% increase in average session time.
70% of logged-in users created at least one profile.
High Kid-mode usage with low bounce rate.
Lift in DAUs and CTRs on homepage content.
✨ Reflections & Learnings as a Designer
✨ Reflections & Learnings as a Designer
✨ Reflections & Learnings as a Designer
Systems design is just as important as screen design.
Strategic alignment and collaboration with stakeholders early saves hours later.
Advocacy for edge-case UX = trust-building. Building together with Product & engineering is the key.
Phased rollout is not just safer, it’s smarter. We get to know what worked out well, what needs improvement and roll-out consistently while building a safe-space for the users.
Feedback loops are your best friend.
Systems design is just as important as screen design.
Strategic alignment and collaboration with stakeholders early saves hours later.
Advocacy for edge-case UX = trust-building. Building together with Product & engineering is the key.
Phased rollout is not just safer, it’s smarter. We get to know what worked out well, what needs improvement and roll-out consistently while building a safe-space for the users.
Feedback loops are your best friend.
