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Mobile App Design Update for Amasian

Designed a streaming TV service offering Asian entertainment. Enhanced the existing live streaming experience by adding on-demand features.
Overview
Amasian, a sub-brand of ODK Media, expanded its live streaming service by introducing on-demand viewing. I led the mobile and tablet app design, collaborating with CTV and web designers to ensure a cohesive brand experience across platforms while tailoring the interface to mobile-specific interactions.
Contribution
User Research
Ideation
User Flows
UI Design
Team
Amy Lee (Product Designer - Mobile/Tablet)
Judy Tseng (Product Designer - CTV)
Yeongbin Park (Product Designer - Web)
Judy Wang (Design Director)
Jung Ho Lee (PM)
+ Engineers
Timeline
4 Months,
Released in early Oct. 2025
Table of Contents

How This Project Started

Problem & Solution

Designing New Features

Result (Coming Soon)

Takeaway

How This Project Started

The streaming industry is growing fast, especially in two areas:
FAST (Free Ad-Supported Streaming TV)
Many new TVs now come with built-in free streaming channels, making it easy for people to watch without paying. This part of the market made $9 billion in 2024 and is expected to more than triple by 2030.
AVOD (Ad-Supported Video on Demand)
Services that let you watch shows and movies for free with ads are growing even faster. This market is expected to jump from $49 billion in 2024 to $226 billion by 2033.
The data shows that more viewers are turning to free, ad-supported streaming, making our project especially timely. In addition, the company tested a merged FAST and VOD experience and achieved over 100% ROI in just two weeks. Seeing this potential, stakeholders requested an update to the product by adding VOD to the existing Live feature and enhancing the overall experience.

Problem & Solution

Low Usage of "Start Over" Feature.

Fewer than 3% of visitors used this feature, with only 1% being new users. Although overall usage was low, the high return rate indicated strong repeat engagement, pointing to potential for broader adoption. To unlock this value for more users, we focused on improving the feature’s visibility.

solution

Designed a toast message and label next to the icon to improve visibility.

as-is

The Start Over feature, which lets users restart a live video from the beginning, is currently displayed only as an icon. This makes it difficult to discover, especially for novice users.

to-be

Highlight the change

to-be

Highlight the change

to-be

Highlight the change
A toast message introducing the Start Over feature appears on the first app launch, making it more noticeable. Also, a text label was added next to the icon to clarify its function.

Users are unable to explore other channels while in full-screen mode.

solution

Added a channel switch that allows users to easily change channels in full-screen mode.

as-is

In order to change channels, users must exit the full-screen and return to the smaller screen.

to-be

User can simply swipe or select the arrow icons to switch channels on full-screen mode.

It takes extra steps to find another season of the same series.

solution

By adding a season picker to the detail page, the time required to select another season was reduced by 50%.

as-is

to-be

Defining New Feature

Saving a channel, TV show, or Movie

Survey

Survey of 23 users showed that they prefer watching both specific categories and popular content. This finding highlighted users’ interest in more personalized viewing. To support this need, we decided to add a saving feature that allows users to bookmark the content they like, making it faster and easier to find later.

user testing

“It was hard to recognize the bookmark icon.”

To gather UX/UI insights, we tested 7 users on an existing product, OnDemandKorea (ODK), under the same company. The low success rate of the Add to Favorites feature revealed that the bookmark icon may be unclear and showed the need for a tutorial for first-time users.

solutions

A Nielsen Norman Group study found that 73% of users associate the star icon with saving or favoriting. Given this, we selected it to clearly communicate the feature’s intent.
Introduced an onboarding pop-up modal with step-by-step guidance to reduce learning friction and encourage consistent feature use.

Continue Watching

interview

In 6 user interviews, 2 participants highlighted the need for a personalized section (e.g., Continue Watching) placed prominently on the landing page.

“I prefer to see more personalized selections on top of the page.” - User A

“I think having Continue Watching and Favorites contents on top would be better.” - User B

solutions

Added a Continue Watching (CW) feature with a white progress bar showing how much was watched. Due to its popularity and usefulness, the CW carousel is placed first on the Browse page.
Changed the main CTA from “Play” to “Resume,” allowing users to easily continue where they left off. The text below the button shows the title of most recent episode they watched.

Result

To evaluate the impact on user engagement, data for the existing Start Over Prompt feature will be collected for one month after its initial release (by early November 2025) and compared with usage data from the period before implementation.
Plan to evaluate the usage frequency of new features and conduct follow-up user research to guide further improvements.

Takeaway

During this project, I learned the following lesson:

When Familiar Elements Aren’t Universal
During usability testing of the Favorites feature, I found that while the bookmark icon was intuitive for younger users, it was less recognizable to older demographics. This highlighted the importance of accessibility and the need to listen to the perspectives of diverse user groups.
Balancing Consistent Design with Platform-Specific Needs
As the mobile/tablet app designer, I worked closely with teammates on CTV and web. Through research, I learned that mobile and tablet apps have unique usage patterns compared to other platforms. On smaller screens, users expressed the need for clearer navigation, prioritized content, and a simpler browsing experience. This collaborative experience highlighted the importance of tailoring design not only for consistency across devices, but also for the specific context in which each platform is used.
Next project

ODK Media TV Guide Website Revamp

Redesigned the TV Guide webpage for ODK Media, an Asian media streaming service.

View case study