TATA Play

TATA Play

TATA Play

TATA Play - Hybrid IPTV

TV UI from scratch: remote-first, no touch, no hover. Designed the Movies section for a PaaS product unifying 27+ OTT platforms, Live TV, and VOD for 17+ Indian language audiences.

Project Duration:

3 Months

TATA Play - Hybrid IPTV

TV UI from scratch: remote-first, no touch, no hover. Designed the Movies section for a PaaS product unifying 27+ OTT platforms, Live TV, and VOD for 17+ Indian language audiences.

Project Duration:

3 Months

TATA Play - Hybrid IPTV

TV UI from scratch: remote-first, no touch, no hover. Designed the Movies section for a PaaS product unifying 27+ OTT platforms, Live TV, and VOD for 17+ Indian language audiences.

Project Duration:

3 Months

OTT & Media

B2B PaaS

UI & UX Design

I designed the Movies experience within a white label Android TV launcher in aggregator model unifying 27+ OTT platforms, Live TV & Video on Demand(VOD), powering TATA Play’s global streaming Platform as a Service(PaaS) offering.

How Might We design a unified Android TV experience that aggregates 27+ OTT & Live TV services while enabling seamless discovery, personalisation and social viewing on a single screen?. The work delivered:

aggregated into one launcher

aggregator service in india

addressable users unlocked by going device-agnostic in India

How Might We design a unified Android TV experience that aggregates 27+ OTT & Live TV services while enabling seamless discovery, personalisation and social viewing on a single screen?. The work delivered:

aggregated into one launcher

aggregator service in india

addressable users unlocked by going device-agnostic in India

Role

Role

UI & UX Designer - Movies Section

Team

Team

6 UI/UX Designers

10 Developers

1 Manager

1 Business Analyst

Skills

Skills

UX Research

UI Design & Design Systems

Stakeholders Communication

Context & Scope

The Challenge

Bringing together 27+ OTT platforms, Live TV and Video on Demand(VOD) into one Android TV launcher required rethinking discovery at ecosystem scale. The challenge was creating a unified experience that supported universal search, language preferences and personalisation, while preserving individual platform identities and enabling emerging social viewing behaviours within the constraints of TV navigation.

My Responsibilities

  • Led the design of the Movies experience within the launcher, ensuring seamless discovery across OTT, Live TV and VOD content

  • Collaborated with designers owning Shows, Sports, Live TV and My TV to maintain consistency across the platform

  • Worked closely with product managers and engineers to translate requirements into TV native interaction patterns

  • Addressed design and technical constraints in real time while adapting the experience for remote based navigation

  • Contributed to the shared design system to ensure scalable components across the white label platform

The Scope

MVP version of the product was launched with 8 core sections. I owned the Movies Section end -to-end

NDA Disclaimer

This project is protected under NDA. For further details, please contact the designer at deepikaraju09@gmail.com.

deepikaraju09@gmail.com

©2025 | Designed & Developed by Deepikaa Raju

LinkedIn

deepikaraju09@gmail.com

©2025 | Designed & Developed by Deepikaa Raju

LinkedIn

deepikaraju09@gmail.com

©2025 | Designed & Developed by Deepikaa Raju

LinkedIn