Aha

aha is an Indian subscription video on-demand and over-the-top streaming service that offers Telugu and Tamil content. The principal purpose of this redesign was to bring a richer and more premium experience while keeping it simple. The target audience in mind was users ranging from Tier 1, 2, and 3 Indian cities. One of the main keywords emphasized was Glocal which meant global in terms of values, ethos, design elements, and experience and local in terms of simplicity.

The team facilitated workshops with stakeholders and end-users to gather insights around current understanding, usage & expectations. As an MVP was already in the market, we started with understanding the product from the stakeholders. One of the key documents was the brand strategy deck to understand the brand better and incorporate our understanding to ensure a better experience. Some of the key points were: An approach from mobile first to mobile only Sharing & networking of video content via social networking apps along with tips and suggestions Recommendations by friends & family are the primary source of info on platforms and content

What did we achieve from this project? Seamlessly introduced payment process from TV to Mobile Elevated user experience through easy personalization and easy navigation Revamped the Login/Signup process to be more user friendly Improved playback experience by providing features that weren't provided before Improved TV experience by following familiar mental models. Intuitive UI and simplified viewing experience Built a multi-experience for users - Viewers are consuming content on multiple devices Seamless delivery of content on multiple devices is no longer an option for OTT players, it is mandatory.