Blim TV | Streaming Product Design Case Study

Problem

For several years, the product remained unchanged, leaving it vulnerable to active competitors. This stagnation allowed competitors to gain ground by offering more features that better met user demands.

Key Drivers

New Features

‍Adding features currently offered by competing services to meet user demands: Search, Downloads, Multiple Profiles, Watch List, and Favorites. Updating features that were causing user complaints.

Product Redesign

‍Redesigning the product across all platforms with a fresh, contemporary look and feel. Creating a component library to ensure consistent growth, scalability, and automated workflows.

User Persona

Building on previous user research, the company conducted interviews and surveys with real and potential users, and collected data from customer service reports and app store reviews. These insights informed five user personas that guided design decisions based on user characteristics.

Opportunities

Delivering real value requires clearly defining what we're building and why users need it. We broke down the product into functional building blocks, defining each unit's purpose to align the team and establish the foundation for the Product Requirements Document (PRD).

Opportunities for the "Search Feature".

User & Business Goals Mapping

I presented the analysis results for each feature in a journey map highlighting user and business goals. This facilitated discussions around solutions and implementation while identifying pain points and improvement opportunities. It served as a foundational step for understanding functionality, mapping user tasks, and developing initial flows.

Mapping of user and business goals during the "Search".

Feature States Layout

Introducing gradual, not radical change

We defined features through a continuous process throughout the product lifecycle. This allowed us to evolve our offering as customer needs changed and adapt solutions to user behavior through incremental improvements. Building features in phases enabled faster results, reduced costs, and simplified tracking implementation impact.

SEARCH PHASE 1

Task Flow Improvements

Phase one focused on core functionality: search-as-you-type, typo tolerance, search history, results display, and failed search handling.
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KEY METRICS:
- Daily & Weekly Uses
- Task Success
- Task Time
- Search No Results

SEARCH PHASE 2

Collections Catalog

Phase two added a collections catalog, transforming Search into an alternative content discovery experience distinct from the standard VOD flow.
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KEY METRICS:
- Search or Catalog Choice
- Task success
- Customer Preferences
- Popular Catalogs

SEARCH PHASE 3

Recommendation Engine

This phase integrated the recommendation engine, improving the experience based on watch behavior, watch lists, and other user signals.
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KEY METRICS:
- Recommend Success
- Customers Prediction
- Recommendation Strategies
- Enrich Algorithms

Priority Matrix

Iterating through previous phases provided insight into resource and time requirements. I assisted product managers in establishing a prioritization framework focused on features delivering maximum value to users and the business. This collaborative effort aligned teams and identified cross-functional dependencies.

Features Flow and Dependencies

An initial product architecture outline guided the design of individual screens and larger systems. The diagram illustrated flows between functions, helping anticipate timelines and coordinate exploration and design activities.

Iteration to Achieve the Design

Iteration steps were determined by solution complexity and included wireframes, page flows, user task diagrams, competitive benchmarks, prototypes for testing complex solutions, and other research activities.

Analysis of Similar Cases

We analyzed competitive services to identify user habits and patterns formed through their features.

Task, User & Page Flows

Clarifying the function's complexity provided insights into the flows and screens needed for design.

Wireflow

Rapid solutions for feature content design that helped identify and define component performance and product standards.

Prototyping & Testing

Prototyping showcased the final solution's look, feel, interactions, and functionality while generating valuable feedback from team members and test users.

Overview

To support the redesign across Mobile, Tablet, CTV, and Web, I structured a reusable component library that translated Blim TV’s visual language into consistent interface patterns. I defined component specifications, usage guidelines, and visual documentation while collaborating with engineers responsible for the token system and implementation.

Blim TV component anatomy showing how visual foundations and interface elements combine into reusable UI components.

Building a Shared System

The system connected brand foundations such as color, typography, icons, and layout with reusable component libraries for each platform. This structure created a shared source of truth while allowing Mobile, Tablet, CTV, and Web to adapt components to their specific interaction needs.

How brand foundations, visual language, and reusable components connect across the system.

Blim TV component library structure connecting shared visual foundations to Web, Mobile, Tablet, and CTV components.

How shared foundations connect to platform-specific component libraries and product features.

Blim TV, streaming service redesign

Who do We Design For?

Features Definition

Setting Up the Structure

Design Execution

Scaling Design Across Platforms

Final Mockups