Category
UI UX Design
Year
2026
A next-generation SonyLIV experience concept focused on making OTT discovery more personalized, intelligent, and interactive.
The POC explores how AI-powered recommendations, smart search, interactive content experiences, and dynamic user cohorts can continuously adapt the storefront based on a user's viewing behavior.
The experience evolves with the viewer — from a general entertainment storefront to a highly personalized experience based on their changing interests.
the challenge
OTT platforms offer an enormous amount of content across entertainment, sports, live events, and short-form experiences. The challenge is not simply helping users find content, but understanding what they are interested in right now and adapting the experience accordingly.
The POC focused on solving key challenges:
How can the storefront continuously adapt to a user's evolving interests?
How can AI make content discovery faster and more natural?
How can users find a specific scene or moment without watching an entire title?
How can OTT experiences become more interactive beyond traditional playback?
How can the platform seamlessly transition between entertainment-focused and sports-focused experiences?
The POC demonstrates how an OTT platform can create a continuously evolving personalized experience instead of showing the same storefront to every user.
AI-Powered Discovery
Smart Search enables users to discover content through text, voice, and native-language queries, while also surfacing relevant titles, clips, and moments.
AI Moments Search
Users can search for a specific scene or memorable moment within a title and jump directly to the relevant clip, reducing the effort required to find specific content.
Interactive Experiences
The concept extends engagement beyond passive viewing through experiences such as:
Audience Polls
Play Along
Voting
Rewards and points
Live Chat
Scorecards
Points Tables
Key Moments
Dynamic Personalization
As users consume more content, their behavioral patterns influence their cohort. For example, when a user increasingly engages with sports content, the system identifies the shift and moves them into a Sports-focused cohort.
The storefront then dynamically adapts with sports-first content rails, recommendations, live events, and relevant experiences.
This creates a simple product principle:
The more the user watches, the better the experience understands them.
conclusion
This POC explores how AI + personalization + interaction can transform a traditional OTT storefront into an experience that evolves with every viewer.
Rather than treating personalization as a static recommendation rail, the concept makes it a core part of the product experience — influencing discovery, search, content presentation, and the overall storefront.
The project demonstrates my approach to OTT product design, personalization, AI-driven UX, content discovery, interaction design, and scalable experience architecture.
One platform. Multiple experiences. Personalized for every fan.