Overview

As Turkey’s top mobile phone operator, Turkcell began exploring the idea of launching a cutting-edge on-demand streaming service. Recognizing the evolving trends in how people consume digital entertainment, the company aimed to provide an engaging experience easily accessible across different devices. The company’s goal was to seamlessly transition the majority of its 68.9 million mobile phone subscribers to the new streaming service, ensuring the process felt smooth and effortless for users.

Approach

As a Senior UI/UX Designer, I collaborated closely with the research team to incorporate valuable user insights into the design process. With this research, I proceeded to create wireframes and user flows, shaping the overall look and feel of the platform across various devices. Collaboration extended to key stakeholders and the engineering team, where we developed clickable prototypes and finalised UI designs for mobile, desktop, and interactive TV environments.

Content curation

Throughout the project, there was a significant emphasis on curation, with Turkcell editors handpicking recommended shows and movies from across its channels. Additionally, personalized content suggestions were provided based on the services to which you subscribe.

A significant emphasis was also placed on the social aspect of on-demand content consumption. The ability to see what your friends are watching, along with the option to leave comments and reviews, played an integral role throughout the design proposition

Users are rewarded throughout the interface for completing small tasks, such as gaining a certain number of followers. Through user testing, we discovered that users reacted very positively to this gamification model, ultimately helping to keep them engaged with the content.

UI Design

We aimed to modernize the Turkcell brand, making it globally inclusive and accessible. Ensuring flexibility across various touchpoints was crucial. Our goal for the interface was to create a clean, fresh feel that is easy to navigate. Each element was thoughtfully considered to ensure that every decision served a clear purpose for the user.

In regards to the the color palette, our objective was to inject more vibrancy and freshness into the overall brand feel. We introduced a new set of bold, primary colors to enhance usability across different aspects of the brand.

We created a set of bold icons, drawing inspiration from the Turkcell Satura brand font and incorporating bold geometric shapes.

Prototyping

During user testing, several issues came to light, prompting us to address and refine certain aspects of the design. These challenges were instrumental in further enhancing the user experience and ensuring the platform’s effectiveness.

One notable observation was related to navigational complexities. Some users found certain pathways less intuitive, causing confusion during their interaction with the interface. In response, we revised navigation elements, simplified menu structures, and introduced clearer signposting to facilitate a smoother user journey.

Additionally, feedback highlighted potential improvements in content discoverability. Some users expressed difficulty in finding specific shows or movies of interest. To enhance content accessibility, we refined the search functionality, implemented clearer categorization, and introduced personalized recommendations based on user preferences.

In summary, user testing proved to be an invaluable tool for identifying areas in need of refinement. Each issue identified presented an opportunity for us to address and iterate, fostering an ongoing commitment to creating a high-quality product.

Outcome

The project was successful, achieving key goals for Turkcell. The evolution of their brand to a more modern and inclusive identity was well-received. The UI redesign significantly improved user experience with a cleaner design and better navigation. The vibrant color palette and bold icons aligned seamlessly with the modern brand identity.

Content curation, personalized suggestions, and social features like comments and reviews enhanced the user experience. Gamification, rewarding users for completing tasks, kept engagement high.

In summary, the project met its objectives, delivering a modern brand, an intuitive UI, and an engaging content experience. Positive user reception and successful usability testing demonstrated its effectiveness in enhancing brand perception, usability, and engagement. The collaborative efforts positioned Turkcell for continued success in the digital entertainment landscape.