iOS/tvOS
Redesign
at Cellcom TV
What I do
Product design
UX strategy
UI design
Platform architecture
Visual designer
Working alongside R&D and marketing team
Project type
Television
b2c
Marketing
iOS
Android
paas
Overview iOS/tvOS redesign
Although compared to Android based platforms, Apple based users only had about 360,000 households and users using the platform, Since the early versions of CellcomTV, the iOS/tvOS had been very underdeveloped (to say the least) The existing platform lacked modern design elements, functionality, and usability.
Users obviously felt left out, neglected and I knew I could make something out of it (Even though I am an Android user)
Marked as a significant milestone in our efforts, and for me especially, to enhance the user experience and align our platform to industry standards.
In this section I will try to provide a detailed overview of the redesign project, highlighting its objectives, challenges, solutions, and impact.
Objectives of the redesign:
The primary goal of the redesign project was to modernize the iOS/tvOS application platform, aligning it with industry standards and user expectations. Key objectives included:
Enhancing functionality and usability of the iOS/tvOS application to provide a seamless and intuitive Apple-like user experience.
Improving aesthetics and visual design to align with Cellcom and Apple's design guidelines ,thus, elevating the platform's overall look and feel.
Addressing user pain points identified through extensive research, including navigation issues, content discovery challenges, and performance concerns.
Differentiate the iOS/tvOS application from paralleled platforms(Android and Smart tv's) by introducing innovative features and design elements that delight users and enhance engagement.
Challenges faced:
Limited Resources:
The lack of developers resources and especially experienced ones in iOS development posed a big challenge, requiring strategic resource allocation and collaboration with developers to maximize efficiency.
Outdated Design Platforms:
Transitioning from outdated design platforms to Figma required thorough training and support for team members, as well as aligning with iOS/tvOS guidelines and design best practices.
User Behavior Differences:
Understanding and accommodating the unique preferences and behaviors of iOS users, especially in comparison to Android users, required a shift in perspective and approach.
Above: (Left)Old appearance (Right) New appearance
Pain and gain: research and solutions
User research played a pivotal role in informing the redesign of the iOS/tvOS application platform for CellcomTV.
By understanding the needs, preferences, and pain points of Apple based users, we were able to develop solutions that address their concerns and enhance the overall user experience. Sadly, Cellcom had provided little to no resources of analytical information or conclusions of any sort, so most of it was up mostly to me to raise the glove and digging through.
I employed a variety of research methods, including small groups interviews and surveys, alongside endless hours of gathering information, anything I could find with some tangible information to gather insights about iOS and tvOS users and their environment.
These methods allowed us to gain a comprehensive understanding of user behaviors, preferences, and pain points related to the platform.
Insights gathered from User Research and the Solutions:
Through research and close observation I've managed to uncover several key insights that affected the redesign process:
Pain point 1: Absence of important functions (and the birth of search function)
Many of the numerous significant pain points for many iOS users of the CellcomTV app was the absence of key functionalities, like on demand ability to watch content from the passing week (on mobile), VOD purchasing (on both mobile and tvOS) and most notably the search function on the iOS mobile version.
This disparity was stark in comparison to the Android OS version, which had the search feature from day 1, which led to a big frustration among iOS users, impacting their engagement and interaction with the app.
The inability to easily search for desired content affected their overall experience, making content discovery and platform navigation challenging and was a must-have feature to built in and had no legal nor justified reason for its absence.
Challenges:
Inadequate Infrastructure:
The infrastructure was not initially designed to accommodate the mobile and tablet platforms adequately, exacerbating the absence of crucial features.
Developer Inexperience and Uncertain Capabilities:
The development team faced challenges due to inexperience and uncertainties regarding the capabilities of the iOS platform, causing delays in feature implementation up until now.
Previous Clashes and Delays:
Past conflicts with previous product designers caused delays in project execution, which were also contributed to a lack of prioritization for essential features, further prolonging the absence of critical functionalities.
Solution:
To address this issue, proactive measures were taken to advocate for the addition of the search function to the iOS version.
This involved creating a detailed Product Requirements Document (PRD) outlining the necessity and benefits of the feature and instructing carefully how to create the feature to add value, as much as we could, within our limitations.
Additionally, accompanying mockups and continuous monitoring of progress were instrumental in illustrating the potential impact of the search function.
Persistent negotiations were conducted to ensure clarity on the scope of development and to overcome initial resistance.
Through my unwavering determination and effective communication, barriers were gradually dismantled, turning "No" into a "Yes" and eventually paving the way for the successful integration of the search function.
This, of course, was only part of the battle, the other part was to fully understand the feature and trying to make it better, in order to add value and possible change in the feature, on a wide-scaled, cross-platform level.
By fostering transparent dialogue and maintaining a steadfast stance, the development team was empowered to deliver on the user's needs.
Ultimately, the addition of the search function on iOS proved to be a significant achievement, enhancing the overall user experience and addressing a critical pain point for CellcomTV users.
Pain Point 2: Lack of Intuitive iOS Components (getting ready for the native player)
Another significant concern arose from the observation that the player lacked responsiveness and intuitive features compared to native iOS components.
Users found the native iOS player to be more enjoyable and user-friendly than what Cellcom had offered.
Users consistently expressed their desire for a seamless and intuitive user experience across all devices, including iOS mobile devices and Apple TV.
Challenges:
Limited familiarity with iOS libraries among the development team:
The team was structured by mostly outsourced and distant developers, leaving only 1 developer from Cellcom's hq, which had insufficient enough knowledge in the iOS environment, since he had been an Android developer for most of his career
Initial reluctancy for compatible components:
Product managers throughout the years were reluctant to integrate advanced components compatible with Apple's library, leading to further hesitance in implementing necessary changes due to technological constraints in an Apple-based environment, which never tried beforehand .
Solution:
I delved into the Apple library, thoroughly understanding its capabilities and limitations, consulting closely with development and product managers in order to understand my boundaries. After gauging the scope of feasible changes and sprint size, I compiled a list of potential solutions based on extensive research into industry standards and competitor offerings (both locally and globally).
Before creating specific Product Requirements Documents (PRDs) and development-related documents, I rigorously tested these ideas to ensure their viability and effectiveness.
As you can see below, some of the Player I had planned
Above: peek from the iOS project board and demonstration Ive created alongside PRD, to instruct the behavior I requested
within its features I had planned: Skip credits, Show/hide synopsis, Picture in Picture(new to CellcomTV)
Quick chapter browsing, Advanced playing options and Casting on to tvOS device (new to cellcomTV) to name a few
Pain Point 3: Outdated Branding
Mixed households expressed dissatisfaction with the outdated branding, particularly evident in the iOS/tvOS platforms which retained older branding elements, including unappealing shades of pink.
Challenges:
Insufficient iOS/tvOS developers available for the project.
Limited attention and resources allocated to iOS/tvOS platforms compared to Android and Smart TVs.
Solution:
Utilizing Figma for the redesign process streamlined the transition to the new branding elements.
With Figma, I could swiftly update colors and branding elements, ensuring consistency across platforms.
Additionally, I established a dedicated workspace for the iOS development team, providing easy access to all relevant content and resources. This facilitated a smooth implementation process for the branding update.
Above: Side by side comparison of screens from the old branding and new branding, the colors have been changed
where I was able, added few innovations. This was done on tvOS and mobile+tablet iOS
Tools of Success
To overcome these challenges, I used a meticulous approach, that by the end of it, made the iOS team faster, more effective and open to any task that would be delivered in fast paced within tight deadlines, this was done by giving a 110% of myself in order to make it work, which embodied in:
Open Communication and Collaboration:
Regular communication and collaboration among team members of my iOS/tvOS developers ensured alignment on project goals and priorities. Any change along the way would mean we'd work like a solid unit, knowing each person's job, scope and never fearing a call to ask questions or providing more detailed PRD's or design solutions to fit the need.
Immersive and continuous Research:
Extensive immersion in iOS/tvOS guidelines and user research provided me with much valuable insights into user preferences and pain points.
Spite being an Android user (former iOS user), I had to master the understanding of whatever the Apple library holds in order to fully understand it and make sure all the requirements are aligned, so that I can answer every "not possible" with a "can be done" and make the users the best platform that they deserve.
Strategic Planning as we go along:
Effective resource utilization and collaborative planning with developers facilitated a clear roadmap for the redesign project. everything had to be done according to the masterplan, tight deadlines within each sprint and in accordance to other requirements from the Product managers
Iterative and Innovative Design Process:
An iterative approach to design allowed for continuous feedback and refinement, ensuring early issue detection and informed design decisions. and pushing from my end
Feature Prioritization:
User research guided feature prioritization, focusing on enhancing core functionalities to meet user needs and expectations.Meaning we'd have to pick and choose which feature goes first in order to firstly compensate the users and advance their systems up to the point where the other platforms have no more advancements over them.
Key Achievements and Conclusion
As the iOS/tvOS redesign sprint reached its conclusion, the iOS developers and I forged a robust collaboration, demonstrating the remarkable achievements possible through methodical work, clear communication, and unwavering dedication to improvement and innovation, and within tight deadlines.
While certain advancements cannot be discussed in detail due to confidentiality agreements, it's worth noting that one of the login methods I advocated for and guided my team in designing involved QR code scanning to enhance user convenience.
Additionally, careful consideration was given to the integration of an Internet of Things (IoT) feature, enabling seamless communication between tvOS and iOS users to create a fully immersive experience.
More to come in the future.
Want to hear more?
Project 2|Screenz
The collaboration with Screenz marked a significant milestone in our efforts to enrich the CellcomTV platform with educational content.
By partnering with Screenz, a leading provider of educational content, we aimed to expand our content offerings and provide users with access to diverse and enriching material seamlessly within the platform with the same billing process.
Overview:
The collaboration with Screenz focused on integrating educational content curated by Screenz into the CellcomTV platform. Through this partnership, users gained access to a wide range of educational videos, documentaries, and interactive learning experiences, enhancing their knowledge and enriching their viewing experience.
Challenges and Solutions:
Promoting and integrating third-party content posed several challenges, including technical integration, content curation, and user engagement. To address these challenges, we implemented a multi-faceted approach:
Technical Integration: We worked closely with Screenz's technical team to ensure seamless integration of their content into the CellcomTV platform, leveraging APIs and custom integrations.
Content Curation: We collaborated with Screenz to curate high-quality educational content that aligns with our users' interests and preferences, ensuring a diverse and engaging selection of material.
User Engagement: We implemented promotional campaigns and featured sections within the platform to highlight Screenz's educational content, driving user engagement and adoption.
Success Metrics and User Feedback:
The success of the Screenz collaboration was measured through various metrics, including user engagement, content consumption, and user feedback. Key success metrics included:
Increased user engagement with educational content, as evidenced by higher viewership and longer viewing sessions.
Positive user feedback on the quality and relevance of Screenz's educational content, indicating a high level of user satisfaction and engagement.
Improved retention and loyalty among users accessing educational content, leading to increased user lifetime value and platform stickiness.
Overall, the Screenz collaboration proved to be a valuable addition to the CellcomTV platform, enriching the user experience and expanding our content offerings to cater to a broader audience.