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.

SBuilding 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.

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).

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.

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.

Blim TV's component libraries were built to achieve consistent results while scaling the design process. The libraries included three modular systems: Mobile and Tablet, CTV, and Web. These libraries enabled faster iteration across teams, maintained visual consistency across devices, and provided comprehensive documentation for engineering handoff.