Mobile App

Mobile App

UX/UI

UX/UI

Design of Media & Entertainment app

Design of Media & Entertainment app

Local Netflix: why it required improvements, how we did it and the results achieved

Google Store

Google Store

Google Store

Google Store

App Store

App Store

App Store

App Store

CONTEXT

1

1

Company

Company

  • Salom Media is the company focused on production of their own series and it's on of the leaders of the region


  • In 2021 they have developed their own streaming platform SalomTV โ€” where the content produced by Salom Media would be exclusive available to watch


  • The company is continuously working on platform enhancements, updating it and improving UX

  • Salom Media is the company focused on production of their own series and it's on of the leaders of the region


  • In 2021 they have developed their own streaming platform SalomTV โ€” where the content produced by Salom Media would be exclusive available to watch


  • The company is continuously working on platform enhancements, updating it and improving UX

2

2

What is SalomTV?

What is SalomTV?

Streaming platform available on TV, web and mobile, where a user could exclusively watch Salom Media series and other content

Streaming platform available on TV, web and mobile, where a user could exclusively watch Salom Media series and other content

3

3

Team

Team

Our team consisted of: 1 PM, 1 tech lead, 2 flutter developers, 2 golang developers, 1 QA, 3 developers for TV: Android TV, TIzen, WebOS, 1 graphic designer and 2 Product designer.

Our team consisted of: 1 PM, 1 tech lead, 2 flutter developers, 2 golang developers, 1 QA, 3 developers for TV: Android TV, TIzen, WebOS, 1 graphic designer and 2 Product designer.

4

4

My Role

My Role

  • Senior Product Designer

  • Responsible for the entire visual and user experience strategy of the platform

  • Management the team of 3 designer

  • Senior Product Designer

  • Responsible for the entire visual and user experience strategy of the platform

  • Management the team of 3 designer

Lead Product Designer

My role

5 months

duration

2022

Year

PROBLEM

5

5

Problem

Problem

1. High Registration Drop-off 68% of users abandoned the 7-step signup process, costing 40,000 potential users monthly.


2. Poor Content Discovery 73% of users couldn't find desired content within 3 minutes. Average session time was only 8.5 minutes vs. industry standard of 25-30 minutes.


3. Buffering Problems 42% of videos buffered frequently (3.2 interruptions per session), with 61% of users citing this as their main complaint.


4. Low Completion Rates Only 34% of users finished videos they started due to missing "continue watching" and progress tracking features.


5. Weak Conversion Just 11% of 30,000 trial users converted to paid subscriptionsโ€”half the 25-30% industry average.

1. High Registration Drop-off 68% of users abandoned the 7-step signup process, costing 40,000 potential users monthly.


2. Poor Content Discovery 73% of users couldn't find desired content within 3 minutes. Average session time was only 8.5 minutes vs. industry standard of 25-30 minutes.


3. Buffering Problems 42% of videos buffered frequently (3.2 interruptions per session), with 61% of users citing this as their main complaint.


4. Low Completion Rates Only 34% of users finished videos they started due to missing "continue watching" and progress tracking features.


5. Weak Conversion Just 11% of 30,000 trial users converted to paid subscriptionsโ€”half the 25-30% industry average.

6

6

How did we find these problems?

How did we find these problems?

Internal Focus Groups

Internal Focus Groups

User Research: surveys and tests

User Research: surveys and tests

"Talking directly with users and internal stakeholders is the best way to find out problem root causes"

"Talking directly with users and internal stakeholders is the best way to find out problem root causes"

"Talking directly with users and internal stakeholders is the best way to find out problem root causes"

7

7

Our plan

Our plan

1. Streamline Registration โ€” Reduce onboarding from 7 to 3 steps, delay payment collection until after trial, and add social login options. Goal: Drop-off rate below 30%

2. Improve Content Discovery โ€” Design a personalized homepage with AI recommendations, add comprehensive filters for genre and language, and enhance search functionality. Goal: Session duration 20+ minutes

3. Optimize Video Playback โ€” Implement adaptive bitrate streaming for different network conditions, add quality settings with data usage estimates, and enable offline downloads. Goal: Buffering complaints below 20%

4. Increase Completion Rates โ€” Add "Continue Watching" section on homepage, implement watchlist functionality, and include viewing history tracking. Goal: Completion rate 55%+

5. Boost Conversions โ€” Show clear free vs. premium feature comparisons throughout the trial, send reminder notifications highlighting benefits, and offer first-month discount. Goal: Conversion rate 25%+

In this case study we'll focus on and explain Content Discovery and Completion Rates

In this case study we'll focus on and explain Content Discovery and Completion Rates

8

8

Researching competitors

Researching competitors

I've done extensive research to identify the advantages of competitors over us and how we could position SalomTV for better product market fit.

What did I focus on in the competitive research: design decisions, intuitiveness of CJM, UX copywriting and the results achieved (based on open shared info). The research was very helpful for research purposes, we've seen certain advantages and areas of improvement, so I've suggested to document it all in SWOT analysis

I've done extensive research to identify the advantages of competitors over us and how we could position SalomTV for better product market fit.

What did I focus on in the competitive research: design decisions, intuitiveness of CJM, UX copywriting and the results achieved (based on open shared info). The research was very helpful for research purposes, we've seen certain advantages and areas of improvement, so I've suggested to document it all in SWOT analysis

Main competitors

Main competitors

SWOT analysis

Strengths

Strengths

  • Exclusive content

  • Strong market presence โ€” we're the leaders in TV series production in region

  • Partnerships with actors, directors and well-known influencers

  • We're available on all platforms: TV, web and mobile

  • We focus on regional culture and interests

Weaknesses

Weaknesses

  • Limited Content Library: much less than in Allplay and iTV

  • We're new in the streaming platforms' market

  • Technical challenges and performance issues

  • Low brand recognition

  • Lack of advances recommendation algorithms

Opportunities

Opportunities

  • Growing demand for streaming services

  • Investing in local & international collaborations

  • Expansion in the neighboring countries

  • Partnerships with mobile operators

Threats

Threats

  • Strong collaboration from local platforms

  • Piracy & Illegal streaming

  • Limited internet and devices in some regions

  • Low switching cost (both threat and opportunity)

Threats

  • Strong collaboration from local platforms

  • Piracy & Illegal streaming

  • Limited internet and devices in some regions

  • Low switching cost (both threat and opportunity)

SOLUTION

9

9

New Design

New Design

10

10

How did we test design before rollout

How did we test design before rollout

A/B Testing

Usability Testing

Results:

  • Users interacted 27% more with personalized recommendations in the new layout

  • Bounce rate dropped by 15%

  • The redesigned Genre section didnโ€™t significantly increase engagement with it, but users often clicked on other sections (session duration increased by 21%)

Results:

  • Users interacted 27% more with personalized recommendations in the new layout

  • Bounce rate dropped by 15%

  • The redesigned Genre section didnโ€™t significantly increase engagement with it, but users often clicked on other sections (session duration increased by 21%)

Feedback:

  • Participants were drawn to the new banners and โ€œPremiereโ€ tags

  • The โ€œStoriesโ€ feature was positively accepted, described as โ€œfunโ€ and โ€œsnackableโ€

  • Some users didnโ€™t notice the low-cost subscription offer at the bottom, suggesting it may need stronger visual emphasis

Feedback:

  • Participants were drawn to the new banners and โ€œPremiereโ€ tags

  • The โ€œStoriesโ€ feature was positively accepted, described as โ€œfunโ€ and โ€œsnackableโ€

  • Some users didnโ€™t notice the low-cost subscription offer at the bottom, suggesting it may need stronger visual emphasis

"The tests proved our changes helped users find content faster and boosted engagement, but also gave us clear direction on what to improve next"

"The tests proved our changes helped users find content faster and boosted engagement, but also gave us clear direction on what to improve next"

"The tests proved our changes helped users find content faster and boosted engagement, but also gave us clear direction on what to improve next"

IMPACT

11

11

So, the results

So, the results

Overall User Feedback:

Weโ€™ve heard many positive feedback from the users and from our colleagues from different departments. The โ€œStoriesโ€ section was particularly well accepted, some of our team members could even find some cool movies via the stories


Quantitative User Feedback:

Overall User Feedback:

Weโ€™ve heard many positive feedback from the users and from our colleagues from different departments. The โ€œStoriesโ€ section was particularly well accepted, some of our team members could even find some cool movies via the stories


Quantitative User Feedback:

+21%

Average Session Duration: Increased from 4m 20s โ†’
5m 15s

Average Session Duration: Increased from 4m 20s โ†’ 5m 15s

+1,5K

Daily Active Users grew from 10K โ†’ 11,5K

+2min 24sec

Video Watch Time per Session: Increased from 12,9m โ†’ 15,3m

12

12

Final thoughts

Final thoughts

  • This project showed how thoughtful design changes can drive real impactโ€”boosting engagement, increasing subscriptions, and helping users find content faster.

  • There were risks, like changing familiar patterns and introducing new sections, but testing and collaboration helped us to make confident decisions.

  • The improvements not only improved the current experience but also opened doors for future features like user-generated stories and smarter personalization.


Most essentially, enhancements of the products positively impacted on the business revenue, attracted new users and increased the user engagement

  • This project showed how thoughtful design changes can drive real impactโ€”boosting engagement, increasing subscriptions, and helping users find content faster.

  • There were risks, like changing familiar patterns and introducing new sections, but testing and collaboration helped us to make confident decisions.

  • The improvements not only improved the current experience but also opened doors for future features like user-generated stories and smarter personalization.


Most essentially, enhancements of the products positively impacted on the business revenue, attracted new users and increased the user engagement

Let's Connect

Feel free to contact me if you have any questions. Iโ€™m available for new projects or simply open to a friendly chat.

Book a free intro call

ยฉ Malikov Abdufattokh, 2025

Let's Connect

Feel free to contact me if you have any questions. Iโ€™m available for new projects or simply open to a friendly chat.

Book a free intro call

ยฉ Malikov Abdufattokh, 2025

Let's Connect

Feel free to contact me if you have any questions. Iโ€™m available for new projects or simply open to a friendly chat.

Book a free intro call

ยฉ Malikov Abdufattokh, 2025

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