Here’s a glimpse of some of my activity and major tasks my team and I performed during the shift.
Product Design Team at IVI includes 2 main product streams — ux and payments. During 2024 we managed to make a new stream with its own backlog — internal services which tasks were about creating services for our colleagues such as RPI Dashboard, Promo Content and Support.
I managed 6 designers, successfully hired 2 more and trained juniors to junior+ level.
New font is one of the brand identity stones we put into product to show what IVI is. IVI Sans Base was created by a font agency TypeType which created a so-called older brother of IVI Sans Base — IVI Sans Pro, the font we use only for external communication — ad banners, for example.
I was there for the entire way of creating the font and then implementing it onto all platforms where IVI exists. It was a fascinating journey because we had some struggles with Smart TVs which 'ate' some of the letter vectors, but still we managed successfully.
IVI Sans Base is neo grotesk which has decorative elements at bold to preserve some character form its older brother IVI Sans Pro. Comparing to the former product font, IVI Sans, the newer became thinner, thus allowing to put more symbols in one text row which highly matters to the streaming service because IVI has a lot of content descriptions.
Another feature we connect our brand with the product is audio identity, a set of sounds we created and implemented on ATV. Sounds exist only for TV as a helpful source of pointing what's going on when a user clicks OK or any other button on a remote control. Sounds are friendly like the brand, they follow the user by every step and let them know whether it is a success, an error or an ordinary action.
I managed implementation of sounds onto TV platforms. First we started with SmartTV, but then switched into ATV as a more progressive TV platform. This experience taught me a lot about TV platforms, their peculiarities and also enhanced my organizational skills.
TürkDizi is an intenational product of IVI which allows worldwide users to watch a Turkish catalog. Alongside with my team I managed MVP version of the product.
We created a glossary of mostly used words, and my knowledge of Turkish helped us check the translations and prepare a very decent product for the market. All the metrics are NDA, but I am willing to share my experience of launching an international product.
We deeply appreciate our TV users and try to make their experience better despite platforms' restrictions which became fewer year by year. So this year one of the key tasks for my team was creating a TV concept of IVI which had a deep UX and could fight for life with today's product.
So, since we care about data and follow all research that have been made, we have gathered pains that were described in different data. Then we came up with an idea of a TV product where interaction is built mainly in the player, so a user is constantly watching and choosing what to watch next via video.
Also, we took all knowledge about our recommendation system to create a new version of methods to sold the content. And to make the watching process better, we came up with some useful features for the player itself — sleeping mode, content info, episodes navigation and marking good episodes to rewatch.
The whole idea was about interaction with the player, so we called it DeepDive technics — the more you watch to choose what to watch later, the deeper you plunge into IVI's content.
To separate UX for a newbie and a continuer, we developed their interaction with the service differently — a newbie turns on IVI and goes into the player with our gold titles to choose what to start with, while a continuer turns on IVI and continues watching the last played content because as we see our audience, the majority goes straight to the last item they watched.
Of course we thought through the main page which turn into a desktop on TV — you see the titles you've started, and then we get the chance to admit that you don't know what to watch — and here we as the service help you, and offer more personal movie collections based on your user experience — you watch Korean doramas, only completed seasons and the genre is manly detectives, we offer the collections which about Doramas and Completed TV Shows.
Retention, conversion to tv channel watching
