-
Client
Frenzi
-
Service
UX & Product Design
-
Industry
Media & Entertainment
-
Company Size
500+
The client
An Indian over-the-top content and community platform — operating in the competitive streaming and digital entertainment landscape — had built a content library and product feature set with the potential to generate strong user engagement, but was experiencing the challenge common to many OTT platforms in India’s crowded market: acquisition was healthy, but engagement depth and daily active user growth were not keeping pace with the content investment being made. The platform needed a fundamental rethinking of its product identity and information architecture to transform from a content repository into a genuine community-led entertainment destination.
The problem
The platform’s engagement challenge was rooted in a product architecture that had grown organically without a coherent community and discovery philosophy. Search was inefficient, the social connection features were underdeveloped, and a rewards and points system that users found confusing was failing to create the habitual engagement loops that drove daily active use in India’s competitive OTT market. What was needed was not a feature addition but a product transformation grounded in a clear vision of what the platform was for.
- Absence of Community-Led Experience Reducing Engagement Depth in India — The platform lacked the community architecture — discussion features, social discovery, peer recommendations, and shared viewing contexts — that made entertainment destinations genuinely sticky in the Indian digital market. Without community, the platform was a content library rather than a destination, and content libraries did not generate the daily engagement depth sustainable OTT growth required.
- Inefficient Search and Social Discovery Limiting Content Value in India — Content existing on the platform was not being discovered through the search and recommendation mechanisms available — reducing the effective value of the content library and frustrating Indian users who knew what they wanted but could not find it efficiently. Social discovery features were too underdeveloped to compensate.
- Unclear Rewards and Points System Creating Confusion Rather Than Engagement — A rewards and points system designed to incentivise engagement was instead creating user confusion about how points were earned, what they could be redeemed for, and whether participation in the system was worth the cognitive overhead it required for Indian users.
OUR SOLUTION
Worxwide conducted over 100 user interviews and gathered 500+ survey responses to identify personas and opportunity areas across the Indian OTT platform’s user base. A new product vision was defined around three structural pillars — Discovery, Discussions, and Deals — to create the community participation architecture the platform needed. A Product Transformation Lifecycle methodology was applied to redesign workflows and information architecture, ensuring every feature and user journey reinforced the community-led product identity for Indian audiences.
- 100+ User Interviews and 500+ Survey Responses for Indian OTT Persona Mapping — A research programme of exceptional depth — combining qualitative interviews with large-scale survey validation across India — produced a precise understanding of the platform’s user segments, their entertainment expectations, and the specific product failures preventing the deep engagement the platform’s content investment deserved.
- Discovery, Discussions, and Deals Product Vision for Community-Led OTT — A restructured product vision organised around three community-reinforcing pillars — content Discovery through social signals, community Discussions creating context and connection around content, and reward Deals incentivising and celebrating participation — gave the Indian OTT platform a coherent identity and direction.
- Product Transformation Lifecycle for Redesigned OTT Workflows and IA — The Product Transformation Lifecycle methodology was applied to systematically redesign the information architecture, search and recommendation systems, social connection features, and rewards mechanics — ensuring that every element of the platform reinforced the community-led engagement model rather than fragmenting it.
Our work in action
The Impact
40% Increase in User Engagement Within First 6 Months Across India
The product vision transformation and redesigned user experience drove a 40% increase in user engagement within the first six months of launch — demonstrating the commercial leverage available from a product architecture genuinely designed to create habitual entertainment community participation in India.
25% Growth in Daily Active Users Across the Indian OTT Platform
The stronger community architecture, improved discovery, and clarified rewards system converted casual content browsers into daily active users at a rate that existing engagement metrics had not anticipated — validating the product transformation’s success in building habitual engagement loops that Indian OTT platform economics required.
Higher Content Discovery and Cross-Category Exploration by Indian Users
Improved search, social recommendation, and community discussion features drove higher content discovery rates — with Indian users finding and engaging with a broader range of the platform’s content library and spending more time per session as a result of better discovery mechanisms.
