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
Deliver Impact
Comprehensive Platform: Created a user-centric entertainment app serving 1.3M monthly users, integrating on-demand and subscription services. Super App Integration: Merged two products into a single platform for Channel 7's fanbase, combining free and premium services. Scalable Design: Delivered a design solution that balanced user needs and business goals, laying a foundation for future growth while enhancing the user experience. Driving Engagement and Monetization: Maintained a seamless experience for free users while converting them into paid members through optimized onboarding and premium benefits visibility.
Strategy
Despite having an existing product feature plan,Since lacked a deep understanding of user needs and faced time and budget constraints. To address these challenges, I proposed
1. Discovery: We conducted in-depth research to understand user needs, market trends, and business objectives. This involved collaborative workshops, market analysis, and user interviews.
2. Design and Development: Leveraging insights from the discovery phase, we created a unified platform that seamlessly merged on-demand and subscription services. The platform was designed to be user-friendly, visually appealing, and scalable, ensuring a positive user experience and long-term growth.
Management & Leadership
As Design Manager for this project, I played a pivotal role in driving the project's success. My responsibilities encompassed:
Strategic Leadership: Aligning design with business objectives and providing strategic direction.
Team Building & Development: Fostering a collaborative and high-performing design team.
Client Relationship Management: Building strong partnerships and managing expectations.
Project Execution: Overseeing timelines, resources, and quality control to ensure project success.
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.
Developed a MVP product roadmap to maximize value for users and the business / timeline
Focused on improving the search experience, enhancing the base experience for free users, and optimizing premium membership onboarding and benefits visibility. Refined design elements to increase user engagement and drive conversions from free to premium members.
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
Bridging Business and Design for Impactful Brands
Achievement: Established a cohesive concept identity by facilitating open communication and conducting thorough design reviews. Through the creation of a comprehensive brand style guide and compelling visual concepts, we secured stakeholder alignment and established a strong foundation for the project.
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