Background

OnDemandKorea(ODK) is an online streaming service introduced in 2011. As the company’s first platform, it was built on WordPress and has remained largely unchanged since its launch. To expand into the growing mobile app and smart TV markets, a complete redesign is necessary.

Our Main Goal was to

Designed a seamless onboarding experience to help existing users continue their service while encouraging new users to subscribe.

Discover

We analyzed OnDemandKorea subscriber data and the heat map of the landing page to better understand the current user persona. Here are some key insights we found:
1. OnDemandKorea has a large base of existing subscribers. Most of them are 35 and older
2. According to the heat map, a significant number of users consistently check the TV Guide on each visit.

With these insights, we identified three key objectives for the new onboarding design:
1. Ensure existing users can continue streaming seamlessly without additional login steps.
2. Improve the TV Guide design and experience, ensuring a seamless transition for existing users to the new interface.
3. Design a smooth and effortless registration process to encourage new users to subscribe.

Difficulty

Every design will encounter technical challenges at some point. While it seems intuitive to keep current users logged in, the backend logic to maintain their session proved to be complex, according to the engineers. To avoid impacting the timeline, I proposed designing two scenarios: one where users can remain logged in, and another where they cannot.

Scenario 1

If the user's logged-in state can be successfully preserved.

Scenario 2

If the user's logged-in state cannot be successfully preserved.

Visual options for step 1

Visual options for step 2

Before finalizing, the engineers confirmed they could preserve existing user login sessions, so we proceeded with Scenario 1.