Rethinking JioCinema

Redesigning JioCinema to improve its content discoverability, personalization, and overall User Experience.
UI-UX Design
Feb'24 - Mar '24
See live project


JioCinema is a popular OTT platform in India, offering a diverse library of movies, TV shows, and live sports. With its extensive reach, JioCinema has the potential to be a market leader.

However, to maximize engagement and user satisfaction, key opportunities exist to refine its user experience and content discovery.

Design Process

The design process consists of 3 segments

Design Process

User Research

User Research was primarily done in two ways

  1. Play Store Reviews Analysis: Analyzed Play Store user reviews, identifying recurring themes and pain points raised by users.
  2. Online Survey (30 participants): Gathered insights into user preferences, pain points, and frustrations with JioCinema.
Key Insights from User Research

KPI Analysis

As part of a comprehensive research, I conducted an in-depth analysis of the OTT streaming industry, focusing on critical engagement metrics and key performance indicators (KPIs).

Two crucial KPIs stood out as particularly revealing: Average Session Duration and Average Sessions per User.

Average Sessions Duration

The analysis indicated that JioCinema had the lowest average session duration among its competitors, suggesting that users were spending less time engaged with the platform per session.

Current UI Audit

Analysed the Current UI to gather more insights and find potential design pain points.

The analysis primarily focused on the 5 main screens.

  1. Home
  2. Nav Expanded
  3. Premium Page
  4. Media Player
  5. Profile
Current UI

Key Findings

Defining Problem

Based on the research and current state analysis, I hypothesized two primary problems with JioCinema:

  1. Suboptimal Content Discovery and Personalization: Despite having a vast content library, users struggle to find relevant content due to the lack of personalized recommendations and effective content categorization. The app's content suggestion system appears to be based on generic geographic details, failing to cater to diverse individual preferences and making it challenging for users to discover content aligned with their interests.
  2. Cluttered and Unintuitive User Interface: The app's user interface is described as cluttered, dull, and unintuitive, contributing to a frustrating user experience. The interface fails to effectively showcase and highlight the app's high-quality content offerings. The lack of personalization options and the repetitive nature of recommendations further exacerbate the problem, making it difficult for users to navigate and customize their content choices seamlessly.


Explored various ideas and UI patterns to address the problems.


Final Designs and Solutions

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