Leading Design Transformation & Overcoming Challenges
Filmin stands as a beacon for cinephiles across Spain. With its commitment to cinema, series, and festivals, it serves as a haven for those passionate about the art of filmmaking.
Introduction
Joining Filmin as the inaugural Head of Product Design, I was tasked with not only reshaping interfaces but instilling a culture of design thinking from the ground up. The journey required me to wear multiple hats: from working on high-impact projects to communicating across departments and liaising with both internal and external developers.
Over time, as the management landscape evolved, my role matured too. Today, I anchor strategic initiatives, mentor budding designers, and continue to foster a collaborative environment within a growing product team.
The proof of this transformative journey? A whopping 453% growth in subscribers and a tripling of the team size.
Unified Experience
The Filmin presence felt fragmented. Determined to change this, I championed a cohesive brand presence, starting with refining navigation and extending the uniform look across platforms. The result? Improved user engagement and a streamlined experience.
Before-and-after from the homepage (Web)
Before-and-after from the title page (Web)
Before-and-after from the homepage (TV)
Before-and-after from the homepage (Tablet)
Design System & Collaboration
Our design system, more than just a style guide, is our master plan. Working together with a mix of pros - like developers, marketers, and outside helpers - I played a part in making a strategic setup. This makes sure our designs stay consistent and we get things done quicker.
Research & Tools
A good design follows understanding. I inculcated a research-centric approach, harnessing tools like Typeform for insightful surveys, Airtable to track user feedback, Notion for streamlined project management, and Figma & FigJam for collaborative design work.
Feedback-Driven Design
To stay in tune with user needs, I deployed diverse feedback mechanisms: regular user surveys, direct outreach for interviews, a keen eye on FreshDesk to identify recurring issues, and weekly sync-ups with our customer support team.
Subscription Plan Iterations & Other Projects
While iterating our subscription plans was a major undertaking, other projects also presented unique challenges and learnings. The "Free Trial" experiment offered insights into user behavior, the "Rating" feature led to a 20% increase in movie ratings, and our initiative to promote TV device subscriptions saw a 30% uptick. Collectively, these efforts contributed to Filmin's enhanced reputation across platforms like Trustpilot, App Store, and Google Play.
Year Summary Revamp
Every year, Filmin's user summary was just waiting to shine. I spiced up its look and usefulness, turning it into a key spot for really connecting with our users. Lately, I've been more like a mentor for the Filmin's yearly user summary.
Breathing New Life into Mobile Apps
I led a major update of our iOS and Android mobile apps. This revamp was in line with the improvements we made on our web and TV platforms.
UX Writing Guide & Clarity
Communication clarity was non-negotiable. I unveiled a UX writing guide, ensuring our content narrative across platforms was crisp, clear, and resonant.
UX Writing is the art of painting words onto the canvas of user experience.
Team & Leadership Dynamics
As the leader of our product design team, I focus on working together closely. We team up with tech experts to make sure our designs are just right in the final product. I also spend time helping each team member grow and get better at what they do. We're all about being creative and learning from each other.
Conclusion
Reflecting upon my journey at Filmin, the evolution is evident. From design integrations to fostering a design-centric culture, the voyage has been enriching. The results speak volumes, but the true testament is the harmony of a unified team, converging visions, and the belief that design can truly transform. Gratitude to every member of Filmin who partook in this transformative odyssey.
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