Decrease the user churn and Simplifying Content Operations for a Faster and Smarter Workflow
Timeline: 3 Months
Role: Product Designer
Team: 1 Product Designer (me), 1 Product Managers
1 Tech Manager,
IMPACT
80%
Easy Navigation
80% users found found more intuitive, user-friendly and navigation easier in the test phase
First CMS Client
For the first time in the TV2Z history, we got new client to take CMS services without core services.
40%
Development Speed
Reducing development time by 40% by designing reusable components,
100%
Development Speed
100% of testing users were more satisfied with their new user experience
Context
TV2Z is a video streaming platform that delivers personalized entertainment experiences. The internal Content Management System (CMS) is the backbone of this operation — used daily by editors, publishers, and data managers.
As the client base grew, the CMS became increasingly cluttered, inconsistent, and hard to scale for multiple use cases. The product team decided to redesign the CMS platform.
StakeHolders Requirement
Since 2016, TV2Z Content Management System (CMS), a SaaS Platform experience has not been changed and wanted me to Redesign the TV2Z CMS to make it one of the standalone core services of TV2Z.
Yes, it is simple as that 😅
Way forward
I asked our stakeholders few contacts of our clients to interview for better understanding.
Key finding
After analysing the platform and heuristic evaluation
How i can work
Re-structure Information Architecture
Introduce Design System
Design a feature supports supported huge data
Pain points i received from clients
“The dashboard looks more cluttered and the graphs are confusing and difficult to understand and recognise”
"Difficult to manage large-scale media efficiently"
"I don't understand the purpose of providing so many pai charts on dashboard."
“Navigating uploaded files and finding them again is challenging. It's difficult to remember where I left off.”
"Felt existing CMS interface was outdated and not so user-friendly"
"It's confusing to locate specific features, especially for the new users"
"As a new user, It's difficult to understand the features and how to use them."
SOLUTION
Challenge
How might we simplify the navigation structure by creating a clear and intuitive system that allows content teams to manage large-scale media efficiently
Key Step 1
Redesigning the Dashboard to Bring Clarity, Speed, and Control
Lacked visual hierarchy — all widgets appeared with equal weight.
Limited visibility into overall project progress.
Inconsistent UI components created cognitive load.
Important sections like were buried deep in navigation & no indication of existing
OLD DESIGN
New Design
Dashboard
Analytics
Reports
Categories
Genre Curations
Content Groups
Series
Videos
Trailers
Channels
PayWall
Geo Blocking
User Management
Sales
Marketing
Translations
Intigrations
Dashboard
Analytics
Reports
Content management
Channels
Paywall
Geo blocking
Pages
Content automations
User management
Monetization
Marketing
Dashboard
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27%
10%
21%
6%
17%
14%
5%
9%
5%
4%
2%
Different platforms Views
Web
Android
ios
Android TV
Metro TV
Apple TV
Roku TV
Tizen TV
LG WebOS
Vodafone TV
Paid Users
971
View users
Total Users
3667
View users
Videos
26002
View Videos
Stripe Revenue
$ 60122.33
View Payments
In-App Android Revenue
$ 6392.56
View Payments
In-App IOS Revenue
$ 1218.14
View Payments
Storage Consumed
0MB
Bandwidth Consumed
48.61TB
Latest Users
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Users
Device Type
Household
Registered
Alekya
Alekya+cms@tv2z.com
A
Lakshmieee
lakshmieee28928555@gmail.com
Polakishyamkumar
polakishyamkumar6@gmail.com
Krishna
Krishna+072@gmail.com
K
Prasad
Prasad+072@gmail.com
P
Alekya
Alekya+cms@tv2z.com
Alex
Alex+cms@tv2z.com
John
John+cms@tv2z.com
Sandeep
Sandeep+cms@tv2z.com
S
Lakshmieee
lakshmieee28928555@gmail.com
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IOS
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30 min ago
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1 hur ago
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5 hur ago
5 hur ago
Introduced a clean, role-based dashboard tailored for Editors, Reviewers, and Admins.
Seamless navigation through consolidated sections.
Seamless navigation through consolidated sections.
Replaced multiple pie charts with a single unified analytics view to simplifying data visualization & helping to compare metrics with ease.
Implemented quick-action shortcuts for frequent operations
Introduced tool tips
Key Step 2
Restructured Information Architecture to Simplify Navigation and Create a Unified Bulk Ingestion Flow
Key Step 3
Establishing a Unified design language by Creating Reusable Components
OLD DESIGN
0
5
10
New Design
Reduced context switching by merging multiple ingestion steps into one unified journey.
End-to-end visibility helps users track uploads without navigating to separate modules.
Scalable structure — new modules can be added easily without breaking the flow.
Clear and predictable navigation flow across upload, validation, and publishing.
TV2Z Design System
27%
10%
21%
6%
17%
14%
5%
9%
5%
4%
2%
Different platforms Views
Web
Android
ios
Android TV
Metro TV
Apple TV
Roku TV
Tizen TV
LG WebOS
Vodafone TV
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User Testing
Conducted testing with 14 user and they navigated to their desired screen seamlessly with 100% efficiency
Other things i did at tv2z
Few more crazy crafts I done... Cooked few assets for TV2Z HackFest 2023
HACKfest
2023
04:11 / 05:11
If (Hackfest 2023) {
happy = true;
thinkingabout = coding;
focus = 100;
status = beingAwesome;
}
HACKfest
2023
04:11 / 05:11
If (Hackfest 2023) {
happy = true;
thinkingabout = coding;
focus = 100;
status = beingAwesome;
}
Learnings
Information Architecture Shapes Experience
A product’s usability often depends more on how it’s structured than how it looks
Clarity Reduces Cognitive Load
Simplifying user journeys often brings more value than adding new features
Scalable Systems Come from Thinking Ahead
Designing for growth, not just for now, ensures your product stays relevant and adaptable over time
Collaboration Defines Design Quality
Working closely with Clients, developers and stakeholders early on prevents design debt.
I am always happy to discuss new ideas and opportunities.
Crafted with love by Sai vamshi