Overview
Work - full time
2023 - 2024 (8 month)
Cross-functional team
Product designer / Audit / TV design / Web design / Visual design / Design Systems / Wireframing / Prototype / Usability test
Problem
The objective was to redesign a white-label OTT product for existing Tet+ clients while appealing to potential new customers, in a market heavily dominated by major players such as Netflix, Disney+, Apple TV+, and Prime Video.
Goal:
Transform the TV app into an immersive home cinema platform, enhancing the way users enjoy media at home.
Solution
Tet TV+ faced challenges in enhancing their existing OTT platform. My role began with a detailed audit of their current solution to identify pain points and opportunities.
User interviews:
UX colleague conducted user interviews, providing us with valuable insights into user pain points.
UI/UX evaluation:
Conducted heuristic analysis focusing on usability, accessibility, and visual hierarchy. Identified friction points affecting user navigation and engagement.
Competitor analysis:
Compared Tet TV+ with leading OTT platforms. Benchmarked best practices in onboarding, content discovery, and personalization.
Ideation+ design
Redesigning from scratch took some time to fully grasp the scope, but step by step, with the help of my colleagues, we successfully redesigned most of the streaming service screens, improved usability, and established new patterns and layouts.
Design system
Developing a design system for Backscreen, I began with planning to define where components, styles, and guidelines would reside—at the global level, project level, and how to apply them effectively.
Impact
After auditing the existing TV app, I took the lead in redesigning the entire app from scratch. My direct impact was preparing the art direction for the OTT TV app, and I laid the foundation for the design system, providing clear instructions on how to continue building it.
Let’s connect!
and let’s discuss how we can work togather.
© 2025 by Oskars Kaneps