Liron H | Visual UX UI Designer

Shaping the future of

Streaming

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

My Role & the Challenges We Faced

CellcomTV is the streaming arm of Cellcom, an established Israeli telecommunications provider. Launched a decade ago to offer a rich blend of on-demand content and linear broadcasting, the platform initially made its mark in the market. However, as competitors like Partner TV, Sting TV, Yes+, Hot, and FreeTV evolved, CellcomTV began to lag behind. Users encountered a fragmented experience across devices—tvOS, Android, iOS, and Smart TVs—with inconsistent interfaces, outdated design, and inefficient workflows leading to frustration and disengagement.

As the Lead UX & Product Designer, my mission was clear: transform CellcomTV into a cohesive, intuitive streaming service.

I aimed to leverage empathy-driven design, adaptive workflows, and strategic team leadership to modernize the platform, streamline internal processes, and position CellcomTV as a competitive force in Israel’s dynamic streaming market.

Include Images:

A timeline visual highlighting key challenges and milestones in the redesign process.
Screenshots or diagrams illustrating platform inconsistencies before the redesign.

Understanding Users:

Building Empathy & Unlocking Key Insights

To lay the groundwork for transformation, I initiated a comprehensive research phase I dubbed “Listening to the Voices on the Couch.”

This phase was designed to uncover deep insights into user behavior, needs, and frustrations, ensuring that every design decision was informed by real-world data and aligned with best practices in user experience.

User Flow Analysis:
I began by mapping the existing navigation patterns across the platform, employing usability testing sessions and analytics data to identify where users encountered friction. Detailed journey maps and heatmaps helped pinpoint exact drop-off points and bottlenecks, offering clear evidence of areas needing improvement.

Empathy Mapping & Persona Development:
To capture the diverse needs of our users, I conducted extensive surveys and in-depth interviews with a cross-section of the audience. This qualitative data was complemented by competitive benchmarking against leading global streaming services. The result was a series of detailed personas that encapsulated the varied challenges, aspirations, and pain points of our user base. These personas provided a human face to the data, guiding design decisions and prioritizing user-centric solutions.

Visual Boards & Figma Contributions:
Leveraging Figma, I created comprehensive visual boards that served as the blueprint for the redesign. These boards included user journey maps, wireframes, and high-fidelity prototypes, allowing for iterative testing and refinement of design concepts. This visual documentation was critical in communicating the vision to stakeholders and aligning cross-functional teams on a unified approach.

This rigorous research phase not only unearthed key user insights but also established a solid foundation for the redesign of CellcomTV. By anchoring every decision in empathy-driven data, I ensured that the transformation was both user-centric and strategically aligned with the evolving demands of the market.

Visuals: Empathy map showcasing key user pain points and actionable insights

From Insights to Innovation:

Collaborative Solutions & Smart Improvements

In response to the challenges identified, I led a multi-faceted approach that focused on three main areas: unified design, streamlined navigation, and adaptive team collaboration.

1. Unified Design System

Consistent Branding Across Devices:
I developed a standardized design system that harmonized typography, color schemes, and layout grids across tvOS, Android, and iOS. This consistency created a seamless and intuitive user experience.
Integrated User Journeys:
By aligning user flows across the platform, I ensured smooth transitions between sections, thereby reducing cognitive load and enhancing overall satisfaction.

2. Streamlined Navigation & Enhanced Usability

Revised Information Architecture:
I restructured content pathways to consolidate redundant sections and simplify navigation, enabling users to locate desired content effortlessly.
Optimized User Flows:
Drawing on empathy maps and persona insights, I redesigned the navigation to align with users’ natural behaviors, resulting in more intuitive interactions and reduced frustration.

3. Adaptive Workflow & Team Collaboration

Figma Workspaces for Efficient Handoff:
I introduced dedicated Figma workspaces for the iOS/tvOS and Android teams. This clarified roles, prevented bottlenecks, and ensured a smooth design-to-development handoff.
Cross-Department Coordination:
By leading regular sync-ups and establishing clear task ownership among design, development, and QA teams, I accelerated feature rollouts and reduced errors.
Seamless Onboarding:
I streamlined the authentication process by implementing a QR code login feature, significantly reducing friction in the sign-up and login flows and boosting user retention.

Visual Aids:

A timeline visual highlighting key challenges and milestones.
Before-and-after screenshots demonstrating improvements in grid alignment, typography, and navigation.
Empathy maps that showcased user pain points and actionable insights.
Workflow diagrams illustrating team-specific Figma workspaces and their impact on efficiency.

The Transformation:

Measurable Impact & Success Stories

35% reduction in navigation-related complaints.

18% increase in task completion rates.
25% increase in tvOS engagement following the VOD purchasing rollout.
40% reduction in design handoff errors.
25% faster feature rollout cycles due to streamlined workflows.

These outcomes transformed CellcomTV into a unified, competitive streaming platform that not only addressed critical user pain points but also elevated internal collaboration and efficiency.

Include Visuals:

Before-and-after comparisons of grid alignment and typography improvements.
Screenshots of streamlined navigation and category consolidation.
Workflow diagrams showcasing team-specific workspaces and their impact on efficiency.

Looking Ahead: Future Enhancements & Opportunities

By prioritizing user-centric design, operational efficiency, and feature innovation, CellcomTV evolved from a fragmented, outdated platform into a cohesive and competitive streaming service.

Looking ahead, further opportunities exist in personalization, content expansion, and emerging technologies to keep CellcomTV at the forefront of Israel’s streaming market. By maintaining an agile, data-driven, and user-focused approach, the platform can continue adapting to changing user needs and technological advancements

For legal reasons(NDA) I cannot share at this moment more projects done within my position.

I will, for now, mention them briefly as they were and are important projects within the scope of my position

1. Home Front Command Feature (UX Focused)

Following the tragic events of October 7, we expedited the development of a real-time rocket alert system, ensuring accurate and immediate notifications for users, synchronized with Israel’s Home Front Command.

2. 'In The Game' Interactive Collaboration

Designed an interactive engagement layer for live content, enabling users to participate in real-time events directly from their screens.

3. Project Cassandra: The Next-Gen CellcomTV Platform

Oversaw UX inspections and strategic alignment to ensure the upcoming Project Cassandra meets modern standards and maintains competitiveness.