User Experience Transformation for Africa’s Leading Entertainment Company

Background

The streaming industry is experiencing rapid growth driven by rising multi-device consumption, demand for seamless user journeys, and the need for consistent, high-performance OTT experiences. Platforms are under pressure to modernize their applications, refresh their UX, and deliver faster, more intuitive content discovery.

One of the Africa's leading entertainment content company, aimed to modernize its applications on multiple OTT platforms like Android TV, Android Mobile, TVOS, iOS, Web, Smart TVs and Streama. Tata Elxsi being the preferred engineering partner focused on reimagining the user experience, unifying UI across devices, engineering high-performance frontend and backend components, and ensuring end-to-end quality assurance.

This transformation aligned with Tata Elxsi’s core strength in OTT platform engineering and its mission to help global media brands deliver intuitive, scalable, and future-ready digital experiences.

Challenge

The client needed a complete UX/UI overhaul within 9 months to modernize their omni-platform streaming experience and streamline the content discovery journey across devices. They required a seamless, cohesive interface that could adapt to evolving user preferences while maintaining consistency across mobile, web, smart TVs, and connected devices. The existing product also demanded a strategic redesign to enhance content discoverability and improved user experience. Additionally, frequent delays in market launches, limited product increments, skill gaps within the existing team, and rising operational costs created further barriers to scaling and sustaining platform growth.

Solution

Tata Elxsi proposed, designed, and implemented a full suite of UX/UI and platform transformations, modernizing its streaming applications across mobile, web, smart TVs, and set-top boxes. This included rebuilding the Android app on the latest technology stack, driving program management, delivery ownership, end-to-end validation, certifications, and multi-iteration market rollouts ensuring a consistent, high-quality experience across all devices.

Our approach emphasized creating a unified and intuitive experience across all platforms. We streamlined user journeys, introduced consistent interaction patterns, and ensured smooth, natural transitions throughout the application. The team established clear design workflows aligned with business priorities, strengthened cross-platform behavior through thoughtful feature design, and implemented a structured development and testing process. 

Impact

• Achieved an overall cost reduction of 30%, enabled through right-shoring, automation, and Tata Elxsi’s investments in infrastructure and resources.
• Delivered a quick market launch within 8 months.
• An overall CSAT rating of 4.57 was achieved, with Quality of Deliverables, Effort Estimation, Project Governance & Execution, and Responsiveness all rated 5/5.

Services Rendered

• End-to-end engineering
• Design services and enhancements
• Content aggregation
• Smart TV integrations
• Mobile app development
• End-to-end testing
• Performance improvement
• Multi-country deployment