DITU — by CaracolTV (OTT / Smart TV app)
DITU — Reimagining TV App Experience for CaracolTV (Reduced friction in content discovery for streaming viewers)
services
Sr Product Designer
client
Caracol TV
year
9 months (2025)
category
OTT, All platforms TV app
Agency
Monks.com
My Role:
- Led end-to-end UX for Smart TV app.
- Owned content discovery redesign, information architecture, and cross-platform interaction patterns.
- Ran usability tests with 12 participants (Smart TV users & novices), synthesized findings, iterated solutions.
Challenge:
Leding end-to-end UX for Smart TV app (user research → hi-fi prototypes → dev handoff).
Owning content discovery redesign, information architecture, and cross-platform interaction patterns.
Running usability tests with 12 participants (Smart TV users & novices) for different scenarios at different point of the project, synthesized findings, iterated solutions.
Context:
- CaracolTV (2023–2024)
- Team of 6 (PM, Eng x2, QA, Designer)
- My role: Senior Product Designer & UX Researcher
- Scope: OTT Smart TV + Mobile companion
- Tools: Figma, FigJam, Miro, Looker, Hotjar, Jira, Slack, Google Meets.
Platform:
- Web responsive ( smartphone + tablet or ipad + desktop).
- Smart TV = Android TV + WebOS + Hisense + Samsung.
- Smart device = Roku.
What I led:
- Onboarding and first-use optimization.
- Activation flow redesign (content discovery, playback, account states).
- Token-based multi-platform design system.
- Rapid 24–72h validated prototypes for stakeholder alignment.
- AI-assisted early discovery workflows.
Outcome / Impact:
- Reduced friction in activation flows through experimentation, user testing and discovery with stakeholders and devs.
- Improved cross-device consistency inserting a consistency step on componentization designers flow for the design system.
- Faster product decision cycles by pushing devs and Project Managers into User cases and flows.
- Design-to-code fidelity improvements on tokenization.
- Improved devs delivery implementing “Design Sign Offs” before QA reviews.
Design process
More Details
Remote-friendly navigation:
Horizontal + vertical browsing structure.
Clear visual focus indicators.
Reduced cognitive load per screen.
Simplified “Continue Watching” access.
Content-First Interface:
Larger imagery + tighter grid layouts for big screens.
Typography optimized for 3-meter viewing distance.
Prioritized featured content for editorial curation.
Multi-Platform Consistency:
Scalable design system adapted to:
Roku SceneGraph
AndroidTV Leanback
Samsung Tizen
LG webOS
Web Responsive
Measurable Outcomes:
Reduced time to access content from Home Screen to Play 9min 32sec to 2min 54sec
Increased discoverability of featured content and channels
Improved navigation satisfaction in internal and stakeholder usability reviews
Reduced design and development inconsistency through shared design system adoption
Streamlined handoff cycle time by providing documented UI kits and interaction rules
on Daily Bases:
- UX then UI Strategy & Vision.
- Interaction Design for Remote Navigation.
- Design System & Components Library
- Stakeholder + Team Collaboration
- Design Signoff With Devs
- User-centered Discovery Process
Reflection:
Designing for TV and OTT requires thinking beyond screens—it requires thinking in physical living room behaviors. The goal wasn’t just to redesign a UI, but to create a comfortable entertainment experience where navigation disappears and content comes forward.
“When designing for TV, you’re designing for distance, simplicity, and comfort. Every action must feel effortless.”
