Description
Bugaboo, a subsidiary of Thailand's largest television network, Broadcasting Television (Ch7HD), was established in 2007 with an initial registered capital of 100 million baht. The project aimed to merge two products into a unified platform, creating a comprehensive entertainment app that integrates on-demand and subscription services, catering to a robust user base of 1.3 million active users per month. This initiative involved a complete overhaul of the website and application, introducing new features, enhancing the user experience, and reinforcing Bugaboo's position as Thailand’s premier entertainment platform
Country : Thailand
Client
Channel 7, Thailand
Roles
Design Manager
Team
5 UX/UI Designers
Timeline
3 Months
Deliverable
Research&Discovery, Product Design Revamp
Understand : Driving Bugaboo’s Entertainment Vision
Process:
Collaborated with stakeholders across business, design, and technical teams to define goals and align on Bugaboo’s vision for creating an engaging and scalable super app experience.
Key Findings:
Consolidate two separate products into one unified platform for Channel 7’s fanbase.
Maintain the unique experience for free users while enhancing premium offerings to increase subscription conversions.
Establish Bugaboo as the go-to platform for exclusive, original content and live events.
Support seamless content accessibility through language options (Thai and English) and intuitive navigation.
Address technical scalability to accommodate growing user demand and future platform expansion.
Challenge Aligning multiple stakeholders with diverse perspectives and managing ambitious project timelines.
Achievement: Unified a complex stakeholder ecosystem by conduct effective workshop facilitation and prioritization of product objectives developed a comprehensive stakeholder map to identify key decision-makers, Prepare the workshop process. Created a detailed project plan with clear milestones and deliverables to manage expectations and timelines to align expectation
Research Insights from User Research and Market Analysis
Process:
Conducted user interviews, competitor analysis, ideation sessions, and market trend research to identify key areas for improvement and strategic direction.
Key Findings:
User Insights: Identified retro-drama content and star-driven preferences as major draws for Bugaboo users. Highlighted pain points such as excessive ads and limited content searchability.
Competitor Landscape: Differentiated Bugaboo from competitors by focusing on its unique retro-drama library and fan-driven content offerings.
User Needs: Users prefer ad-free viewing or better ad placement, bite-sized content during free time, and enhanced content categorization by actor or release year.
Market Trends: Growing interest in personalized recommendations, gamification, and short-term subscription plans tailored to user preferences.
Achievement: Optimized research methodologies to gather actionable insights within tight timelines. By implementing a robust research framework and crafting detailed user personas, we gained a deep understanding of user needs and preferences.
Ideation and Design Thinking
Facilitating collaborative ideation with a large group of stakeholders unfamiliar with design thinking methodologies.
Achievement: Cultivated a culture of innovation by introducing design thinking principles and fostering cross-functional collaboration. Through engaging workshops and idea generation techniques, we generated a wealth of creative solutions and align for design solution how it’s impact for the business and slove the user’s needs
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