TataPlay
Crafting the future of streaming OTT content.
Context
TataPlay Binge is an OTT streaming platform built to change how content is consumed in India. The challenge was to create a user-friendly, intuitive platform that would blend content from multiple apps into one cohesive and accessible experience.
It had to serve a diverse audience — from mobile users to those on tablets and televisions — making it easy for everyone to discover, access and enjoy their preferred content.
Approach
Traditional Direct-to-Home satellite TV was losing subscribers while OTT platforms gained momentum. By 2021 there were 424 million OTT users against 65.58 million DTH subscribers, and the trend was set to continue as internet access spread.
Rather than compete with the OTT giants, TataPlay addressed a crucial user problem: the complexity and cost of managing multiple subscriptions. Binge was the all-in-one answer.
The process began with in-depth stakeholder meetings, interviews, surveys and usability tests, which gave us insight into user behaviour and expectations.
We defined clusters and themes, extracted insights, and crafted detailed personas so the platform resonated with a diverse user base. Empathising ran through brainstorming, card-sorting, information architecture, user flows and concept sketches. We delivered a comprehensive set of final screens and a seamless hand-off to development, with the design system as the foundation throughout.
The home screen is the gateway to Binge. A hero banner carries promoted content, and content rails organised by category make it effortless to discover new releases and explore what is on offer.
The same experience had to hold on a phone in one hand, a laptop on a desk and a television across the room. Layout, focus states and navigation were designed per surface rather than scaled from one.
Content information and player screens give users a single hub for a title: play, resume a previous episode, switch language and subtitles, and control playback without leaving the view.
Impact
Installs across the App Store and Play Store.
Rated by users on the App Store.
CSI Awards 2021 winner — best TV everywhere or multi-screen video.
Tell us about the product — where it is now, and what needs to get clearer.
Quick response.
If you’re ready to create and collaborate, we’d love to hear from you.
Clear next steps.
After the first conversation we come back with questions, then a scope and a timeline.
