Aha is a unique OTT platform which delivers regional content all over the world. It aims to be one of the largest platforms that deliver content to users in their native language.
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. Some of the other requirements as mentioned by the stakeholders:
We covered the watching
behavior of every user group this
product intends to cater
25 Years | Male | Telangana
Vamsi works as a software engineer. He is a bachelor who lives with his parents. He is at work from 10 am-6 pm on weekdays. He has ample time after work, and he usually meets his friends. They binge-watch shows and always end up having huge debates so he always needs to
Watch time:
4-5 hrs/day
Devices:
Mobile, TV, Web
Tech Saviness
Behaviour
Pain Points
Takeaways
29 Years | Female | Tamil Nadu
Vasudha is married and has a lot of responsibilities. She works as a sales manager from 10 am to 6 pm. She watches TV shows with her husband and 2 children. She prefers light-hearted comedy, and family drama so that the family can spend some quality time together. She watches new shows but at her own pace and convenience.
Watch time:
3-4 hrs/day
Devices
Mobile, TV, Web
Tech Saviness
Behaviour
Pain Points
Takeaways
35 Years | Male | Andra Pradesh
Keshava drives Ola auto from 8 am till 8 pm. He is crazy about Telugu movies and is completely star-studded. He enjoys watching movies while he is on the go as well! His day starts with driving auto and playing his favorite movie on the side and ends with the same. He uses Aha obsessively as that is the only platform he can find 100% Telegu movies.
Watch time:
7-8 hrs/day
Devices:
Mobile
Tech Saviness
Behaviour
Pain Points
Takeaways
A revolutionary idea of having a single language streaming platform. An opportunity to increase user base and subscriptions by:
We create solutions keeping the focus on the users and their needs in each phase of the design process.
We focused on providing a seamless experience between all platforms - mobile, web, tablet, and TV
For a minimum learning curve, we ensured the app was intuitive and the number of steps involved to reach a goal
To ensure ease of use for each persona, we enabled voice-based interactions for faster actions and decision making
Our primary focus was to re-design the OTT app. We defined multiple problem statements to solve through design, by understanding our different user personas, journey maps, empathy maps, competitor analysis, information architecture, and task flows. Taking into consideration all the above points, we aimed to deliver a smooth and a seamless OTT viewing experience to an audience segment with varied technological adoptions, limitations, and language understanding.
Once the approach was set and finalized, we started with mapping out the IA which shows the flow across the platforms and their connectivity.
Based on the user stories & prerequisites, Lollypop design studio introduced exceptional & distinctive features in the portal.
Prioritized user satisfaction and created
IA considering user-specific needs
Once we had the IA finalized after iterations, we started with wireframes, Below is the high fidelity of wireframes that were created and later pushed to the Visual design stage. Keeping in mind all the above points, we need to ensure that the pain points and the opportunity of each person was addressed. We ensured a very smooth and simple onboarding process, followed by a very intuitive, dynamic, and visually rich homepage. We also made sure that the video player was feature-rich yet extremely simple for the ease of use of all personas. We revamped the entire TV experience by following familiar mental models to ensure ease of use for each persona
We chose Proxima Nova for simple, clear, and bold letters. Our team focused on the proportions, the spacing, and the overall look and feel. It didnt have a lot of fussy details or mannerisms. The open, circular forms gave it a friendly appearance, especially in the lowercase.
We used Noto Sans for local languages to enhance engagement in the states of Andhra Pradesh and Telangana. Noto is a multilingual font designed as an intermediate style between the modern and traditional. Users can switch display language between Tamil and Telugu in seconds.
aha wished to bring in a new-wave of orange in entertainment for the Telugu-speaking audience, across the world
Primary 60%
#B61A09 #FF6D2E
Primary 30%
#101211 #8D4429
Primary 10%
#2D3037 #3B4046
Secondary
#FF6D2E
Secondary
#109826 #44DA80
We evaluated our designs internally with proven practices to measure their effectiveness in regards to credibility and usability. The result was a cohesive experience ecosystem that felt curated, usable and useful for users.
The value adds we brought in were an intuitive and interactive regionalized experience, a faster way of exploring content, and easy to use interface that gave a feeling of personalized experience and interfaces across Mobile, Web, and Television.
Language
Login
Home & Details
Explore
Designed new sections and focused on building brand new content every week to help users stay on the platform
Choose
Included trailer on details pop up. Added more information like year of release, cast, type and maturity ratings for clarity
Watch
Improved video player by grouping relevant content together to enhance the whole viewing experience
Profile
aha has acquired one million users after
its launch, predominantly markets of
Andhra and Telangana
Conclusion
What did we achieve from this project?
What did we learn from this project?
