FlixLatino
VOD Streaming Platform for Latino Audiences
FlixLatino is a premium Spanish-language streaming service. The platform offers a rich catalog of movies, series, and documentaries tailored for Spanish-speaking audiences. The challenge was to modernize the existing website, improve usability, and ensure a seamless, cohesive experience across multiple devices.
Touchpoints: Desktop, Mobile, Tablet, Smart TV
Project Duration: 23 Months
My Role: Product redesign and multi-platform experience enhancement
To kick off the project, I conducted a deep dive into the existing product experience. This involved speaking with key stakeholders and product owners to align on business objectives and long-term goals. Additionally, I spent several days engaging directly with users to uncover their pain points and frustrations. My goal was to gain a comprehensive understanding of the user journey—what was working, what wasn’t, and how the product fit into the broader vision of the company.
Before implementing solutions, I first needed to understand the users. I created several personas to represent them, with Alejandro embodying FlixLatino’s core audience—bilingual, culturally connected viewers seeking a seamless streaming experience. The redesign addresses his pain points, improving content discovery while boosting retention and conversions.
After identifying the pain points, I ran an ideation workshop with some of the stakeholders, developers and few of the users to brainstorm solutions. Using techniques like “How Might We” questions and rapid sketching, we explored ways to improve content discovery, enhance visual hierarchy, and boost engagement. We prioritized ideas that aligned with business goals, such as better personalization and strategic upsell placements. By the end, we had clear, actionable concepts to refine and test.
Before jumping into high-fidelity designs, I needed to get ideas out of my head and onto paper. This stage was all about rapid exploration—sketching, crossing things out, and refining as new ideas emerged.
I explored multiple design directions to find the best balance between aesthetics, usability, and business goals. I evaluated how each approach enhanced content discovery and user engagement.
Experimentation and A/B Testing:
I wanted to see how real people reacted to different design choices, so I put a few options in front of them—different layouts, color schemes, even dark mode vs. light mode. I watched how they navigated, asked what felt right (and what didn’t), and took note of their reactions. Those insights helped me refine the final design into something that felt more intuitive and enjoyable to use.
With insights from research and ideation, I translated key findings into a refined, user centered design. The new design focused on improving content discoverability, enhancing visual hierarchy, and creating a more engaging, modern experience. I introduced a structured layout, consistent typography, and optimized recommendations to drive user interaction and retention. Strategic upsell placements were also integrated to maximize conversions while maintaining a seamless viewing experience.
To ensure a seamless viewing experience, the redesign was tailored for desktop, mobile, and TV interfaces. Each platform required a unique approach to optimize usability and engagement.
To ensure consistency across all platforms, I developed a robust design system with scalable components, typography, and color guidelines. This system streamlined the design process, improved efficiency, and maintained a cohesive visual identity across desktop, mobile, and TV experiences.
A key takeaway from this project was the importance of refining content discovery, enhancing usability, and aligning business goals with user needs. By solving issues like poor navigation, weak visual hierarchy, and ineffective search, the redesign boosted engagement and retention.
For future improvements, exploring more advanced personalization features, such as AI-driven recommendations, could enhance content discovery. Lastly, ongoing A/B testing and data analysis will be crucial to refining the experience and driving long-term engagement.
