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From power-on to everyday use

Designing the VIDAA consumer journey, and the partner tools behind it.

RoleSr. Director, Global Product Design

ScopeConsumer experience and partner tools

PlatformSmart TV OS · Web tools

CompanyVIDAA (Hisense)

Onboarding · Personalization · Discovery · Conversion · Partner tools

From first power-on to every day.

Outcome

14M → 45M+monthly active users in three years, with sustained UX strategy across onboarding and content discovery.

180countries with accessible setup meeting mandatory requirements.

28languages for voice, alongside multi-profiles, personalization, and Kids Mode.

The full story

Context, my role, approach, and what I’d do differently.

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01

Context

A TV is the hardest place to onboard someone.

A remote instead of a keyboard, dozens of languages, mandatory accessibility rules, and a living room full of people with different needs. VIDAA had to take millions of viewers from first power-on to an experience they’d use every day, while partners needed simple ways to get their apps and campaigns onto the platform.

Screen: the first-run setup sequence, from power-on through the voice-guided option.

02

My role

Sr. Director, Global Product Design, leading the team that designed the end-to-end consumer experience and the partner-facing tools.

[Your hands-on role on specific flows.]

03

Approach

Setup that works for everyone

Out-of-box onboarding with ACR, opening with a voice-guided option, plus high contrast, zoom, and closed captioning for accessibility.

Making it personal

Multi-profiles, personalization, VIDAA Voice in 28 languages, and Kids Mode.

Content discovery

Live TV across linear and FAST channels, alongside streaming apps.

Conversion flows

A subscription (SVOD) flow built with a commerce partner, offering free trials and discounts for subscribing to multiple apps, and a separate one-time purchase (TVOD) flow.

Explored next

Concepted a rewards points program for onboarding, with points for setting up profiles, adding family members, and trying features like the personalized watch list, and a watch-to-earn model for first-party FAST channels. (Concept stage.)

The tools behind it

A partner engagement tool that onboards partners and automates app certification, and a self-serve campaign tool connecting Ad Operations and partners to schedule campaigns, upload creative, and target by reach and cost (designed; launch in progress at my departure).

Screen: profiles and personalization.

Screen: subscription flow with free trial and multi-app discount.

Screen: partner engagement or campaign tool, one key screen.

04

What I’d do differently

[Your words. What would you measure earlier? Would you have tested the rewards concept with users sooner?]

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