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.
UI & UX Designer - Movies Section
6 UI/UX Designers
10 Developers
1 Manager
1 Business Analyst
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.




