Brand

Context

Zee5 is the largest South Asian OTT platform, with over 125,000 hours of on-demand content across over 100 live channels. They collaborated with Kyoorius to create a brief for their Young Blood competition.

Duration 3 months

Recognition Kyoorius Young Blood Awards

Role

User Experience Design ✺ Product Strategy

This was a solo participation in a design competition for a live brief. Dhruvil took on the challenge of revamping the user experience of a global media and entertainment powerhouse through in-depth competitor study, comprehensive brand analysis, and extensive user research, establishing the need to introduce cutting-edge technology to individuals craving immersion and engagement.

Context

There is a rapidly growing demand for Connected TVs (CTV) in Indian households ✺ often driven by their ability to stream multiple Over-The-Top (OTT) platforms or social media.

SOURCE

25M＋

Number of CTVs owned by Indian households in 2022

32M＋

Number of CTVs owned by Indian households in 2023

45M＋

Expected number of CTVs owned by Indian households in 2025

Users

This discussion with a group of 14 to 42-year-old binge-watching tech enthusiasts from India went beyond the local and global trending content ✺ concluding that they constantly seek fresh and unique entertainment and experiences despite the limitless content already available at their fingertips.

80%

Users have paid subscriptions to at least four content-consuming platforms

4h

Average video content-consumption in a day

Insight

Apart from significant homegrown content, the users' purchasing decisions are greatly influenced by platforms that offer more than mere content streaming capabilities ✺ unlike in the case of Zee5.

60%

Users subscribe to OTT platforms primarily for the content alone

90%

Users would abandon their Zee5 subscription if itheir preferred content were streaming elsewhere.

Challenge

How can we reimagine the user experience for OTT ✺ on VR devices ✺ to establish ZEE5 as a pioneer in industry innovation, seize market share, and deliver an engaging experience for the users?

Gamified content engagement

Insight

The complex and non-intuitive user interfaces of residual OTT platforms pose a heavy cognitive load on users, diminishing user satisfaction and increasing churn rates.

Solution

Personalization and engagement are the key factors in the platform's popularity.

Personalized content

Immerse into a quirky personality quiz upon signing up to unlock a tailored content experience crafted just for you.

Shared content

Add humor and playfulness to your shared content-viewing experience by concluding with an exciting trivia showdown.

Shared viewing experience

Insight

In a time when individuals primarily consume digital material on their own, there's a rising demand for collective entertainment that brings people together.

Solution

Enable users to organize coordinated  watching sessions with friends and like-minded individuals to foster a sense of community and shared enjoyment.

Panoramic viewing experience

Insight

Users tend to opt for headsets over traditional viewing devices due to their need for engaging experiences that go beyond passive viewing.

Solution

Create a series of augmented environments tailored to the users’ preferences to enable them to be fully immersed in their content.

Subscription plan

Insight

Users seek differentiated value in their subscription tiers without feeling that the lower tiers are compromised.

Solution

A new value proposition where every tier offers unique benefits, promoting upgrades without diminishing lower tiers.

✺ Updated nomenclarure such as “Select,” “Plus,” and “Ultimate” tiers emphasize value neutrally.

✺ Advertisements are strategically included across tiers, minimizing them in premium options for cost efficiency.

✺ A hybrid pricing model, offering quarterly, and annual subscriptions, reducing churn rates, and maximizing revenue and reach.

Results

Though nascent, VR technology holds significant potential for the streaming industry and could be highly profitable for Zee5 if adopted early ✺ with many standout features adaptable for a holistic, VR-agnostic MVP1.

90%

Users were excited about the proposed features

40%

Users were not convinced about adopting VR headsets

Silver

Kyoorius Young Blood Awards

Learnings & Next Steps

✺ Integrating emerging technologies like VR can boost user engagement, but the adoption rate might be slower than anticipated.

✺ Tailoring content and introducing gamified elements can enhance stickiness and reduce churn.

✺ A flexible, tiered model with balanced value across all levels can maximize revenue.

Develop a mobile-remote-control

Impliment gamified advertisements

charlesdeluvio-jtmwD4i4v1U-unsplash copy

Brand

Context

Zee5﻿ is the largest South Asian OTT platform, with over 125,000 hours of on-demand content across over 100 live channels. They collaborated with Kyoorius to create a brief for their Young Blood competition.

Duration 3 months

Recognition Kyoorius Young Blood Awards﻿

Role

User Experience Design ✺ Product Strategy

Context

There is a rapidly growing demand for Connected TVs (CTV) in Indian households ✺ often driven by their ability to stream multiple Over-The-Top (OTT) platforms or social media.

25M＋

Number of CTVs owned by Indian households in 2022

32M＋

Number of CTVs owned by Indian households in 2023

45M＋

Expected number of CTVs owned by Indian households in 2025

Users

This discussion with a group of 14 to 42-year-old binge-watching tech enthusiasts from India went beyond the local and global trending content ✺ concluding that they constantly seek fresh and unique entertainment and experiences despite the limitless content already available at their fingertips.

80%

Users have paid subscriptions to at least four content-consuming platforms

4h

Average video content-consumption in a day

Insight

Apart from significant homegrown content, the users' purchasing decisions are greatly influenced by platforms that offer more than mere content streaming capabilities ✺ unlike in the case of Zee5.

60%

Users subscribe to OTT platforms primarily for the content alone

90%

Users would abandon their Zee5 subscription if itheir preferred content were streaming elsewhere.

Challenge

How can we reimagine the user experience for OTT ✺ on VR devices ✺ to establish ZEE5 as a pioneer in industry innovation, seize market share, and deliver an engaging experience for the users?

Gamified content engagement

Insight

The complex and non-intuitive user interfaces of residual OTT platforms pose a heavy cognitive load on users, diminishing user satisfaction and increasing churn rates.

Solution

Personalization and engagement are the key factors in the platform's popularity.

Personalized content

Immerse into a quirky personality quiz upon signing up to unlock a tailored content experience crafted just for you.

Suggested content

Earn points and badges through views and comments, fostering a feeling of belonging in this streaming community.

Trending content

Explore trending series and enjoy prediction games, keeping you engaged and up-to-date with the latest hits.

Shared content

Add humor and playfulness to your shared content-viewing experience by concluding with an exciting trivia showdown.

Shared viewing experience

Insight

In a time when individuals primarily consume digital material on their own, there's a rising demand for collective entertainment that brings people together.

Solution

Enable users to organize coordinated watching sessions with friends and like-minded individuals to foster a sense of community and shared enjoyment.

Panoramic viewing experience

Insight

Users tend to opt for headsets over traditional viewing devices due to their need for engaging experiences that go beyond passive viewing.

Solution

Create a series of augmented environments tailored to the users’ preferences to enable them to be fully immersed in their content.

Subscription plan

Insight

Users seek differentiated value in their subscription tiers without feeling that the lower tiers are compromised.

Solution

A new value proposition where every tier offers unique benefits, promoting upgrades without diminishing lower tiers.

✺ Updated nomenclarure such as “Select,” “Plus,” and “Ultimate” tiers emphasize value neutrally.

✺ Advertisements are strategically included across tiers, minimizing them in premium options for cost efficiency.

✺ A hybrid pricing model, offering quarterly, and annual subscriptions, reducing churn rates, and maximizing revenue and reach.

Results

Though nascent, VR technology holds significant potential for the streaming industry and could be highly profitable for Zee5 if adopted early ✺ with many standout features adaptable for a holistic, VR-agnostic MVP1.

90%

Users were excited about the proposed features

40%

Users were not convinced about adopting VR headsets

Silver

Kyoorius Young Blood Awards

Learnings & Next Steps

✺ Integrating emerging technologies like VR can boost user engagement, but the adoption rate might be slower than anticipated.

✺ Tailoring content and introducing gamified elements can enhance stickiness and reduce churn.

✺ A flexible, tiered model with balanced value across all levels can maximize revenue.

Develop a mobile-remote-control

Impliment gamified advertisements

Zee5 is the largest South Asian OTT platform, with over 125,000 hours of on-demand content across over 100 live channels. They collaborated with Kyoorius to create a brief for their Young Blood competition.

Recognition Kyoorius Young Blood Awards

Enable users to organize coordinated  watching sessions with friends and like-minded individuals to foster a sense of community and shared enjoyment.