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Case StudyARY Plus × ARYtech2026
ARYPlus
Transforming the streaming experience with product design, across every screen.
Transforming the Streaming Experience with Product Design
Overview
ARY Plus is the digital streaming platform of the ARY Network, offering dramas, live news, entertainment, and sports to a global audience. The platform was redesigned to deliver a modern, seamless, and premium viewing experience across all screens.
- Project Name
- ARY Plus
- Category
- Entertainment
- Design By
- ARYtech
- Published
- 5th June 2026
The Challenge Vs. The Solution
The Challenge
Despite having a strong content library, the platform faced several UX and UI challenges:
- Outdated visual design
- Weak content discovery
- Inconsistent navigation
- Limited personalization
- Low perceived product quality
- Lack of premium brand positioning
Solutions
A complete redesign focused on:
- Premium dark theme
- Neon lime brand accents
- Cinematic content presentation
- Modern typography system
- Simplified navigation
- AI-powered recommendations
- Faster content discovery
- Enhanced watchlist experience
Consistent Components. Seamless Experience.
Feedback & CX
Content Rails
Iconography
Discovery & Planning
Low-fidelity flows mapped the whole journey first: sign-in, verification, taste onboarding, home, title detail, the player and My Library.
The 6-Week Product Design Timeline
To deliver a unified OTT experience across Web, Mobile, Tablet, and TV platforms, a streamlined 6-week production timeline was established. The focus was on creating a core design system, scalable user journeys, and high-fidelity prototypes ready for development.
Week 1: Discovery, Research & Audience Mapping
- Product discovery workshops
- User and competitor analysis
- Audience segmentation
- Feature prioritization
Week 2: Information Architecture & UX Framework
- User flows and journey mapping
- Platform architecture
- Wireframes for key screens across all devices
- Content hierarchy definition
Week 3: Visual Identity & Core Design System
- Design language creation
- Typography, color, and component systems
- Responsive behavior guidelines
- Cross-platform UI standards
Week 4: High-Fidelity UI Design
- Web, Mobile, Tablet, and TV screen design
- Core user journeys and feature screens
- Responsive layouts and platform adaptations
Week 5: Prototyping & Interaction Design
- Interactive prototypes
- Motion design and micro-interactions
- Navigation and usability refinement
- Stakeholder reviews and iterations
Week 6: Validation, Finalization & Developer Handoff
- Design QA and usability validation
- Final design system documentation
- Developer-ready specifications
- Asset export and handoff package
A Complete Cross-Platform OTT Design Ecosystem
- Web
- Mobile
- Tablet
- TV
Delivering a seamless viewing experience across every screen, powered by a scalable design system and development-ready prototypes.
Monetization & Premium Ad Integration
To keep the application highly profitable without degrading the overall user experience, standard web banners were completely replaced by premium, integrated Sponsor-First Media Layouts designed to match the app's aesthetic.
Native Billboard Ads
Premium brands featured in the home screen hero slot.
PiP Sports Ads
Live sports ads without interruption.
Sponsored Snips
Full-screen ads in the Snips feed.
The Dual-Tier Premium Subscription Framework
To turn free viewers into loyal subscribers, we removed all checkout friction by designing a biometric, single-tap subscription system.
ARY Plus Tier Architecture
Free Viewing Tier
Premium VIP Tier
Ad-Supported
Standard HD
Live TV & On-Demand Catalog
Ad-Free
Ultra-HD 4K
Exclusive Originals & Early Episode Access
Free Viewing Experience
Premium VIP Experience
Creative Tools & Technologies
Leveraging industry-leading design and AI tools to create intuitive, scalable, and visually engaging digital experiences.
AI-Assisted Workflows
Accelerate research, UX writing and ideation with Claude as an always-on design partner.
- Ai
Brand-Ready Visual Design
Create scalable graphics, promotional assets, and polished illustrations with precision and consistency.
Modern UI/UX Design
Design intuitive interfaces, interactive prototypes, and seamless user journeys across all platforms.
Collaborative Product Design
Create responsive interfaces, interactive prototypes, and scalable design systems with real-time collaboration.
- Ps
High-End Visual Editing
Craft premium visuals, retouch imagery, and optimize creative assets for web, mobile, and marketing.
Multi-Platform UI Design
The landing experience utilizes large, immersive hero banners featuring smooth parallax scrolling.
Home & Discovery
A unified content hub across Mobile, Tablet, Web, and Smart TV featuring personalized recommendations, cinematic hero banners, and seamless content discovery.
Live Hub & Interactive Streaming
A dedicated section designed specifically for high-stakes events like the Pakistan Super League (PSL) or live news.
Impact & Results of the Product Redesign
- 40%
Increase in User Retention
- 28%
Increase in Ad Revenue
- 26%
Watch time Increased
Every design decision was backed by user behavior and business goals. By reducing friction, improving navigation, and optimizing the content consumption experience, the redesigned platform increased user retention, encouraged longer viewing sessions, and strengthened overall engagement, translating UX improvements into measurable business outcomes.
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