Video Streaming Case

PCCW Media - Viu

UXUI on core pages, art direction and multilingual content design management.

Mobile, Tablet, Web, TV Sketch · Adobe CC

Discover Design Process Related Design

Challenge & Competitive

Viu is a leading pan-regional over-the-top (OTT) video streaming platform operating across 16 international markets throughout Asia, the Middle East, and South Africa. Originally launched as a strategic startup initiative within PCCW, the platform faced massive scalability friction as its content library grew.

Content Fragmentation
Unifying an expansive, multi-genre content catalog into a single, cohesive ecosystem.

Localization Bottlenecks
The platform struggled to scale visual assets fluidly across highly diverse regional demographics with varying cultural preferences.

UI Adaptability Constraints
Scaling visual assets fluidly across diverse regional demographics and cultural preferences.

Competitive Benchmarking
I conducted a structural UX and brand audit of global streaming giants specifically Netflix, iQIYI, and Disney+ to analyze their editorial layouts and asset scaling mechanics. By evaluating their localization pipelines, I identified clear opportunities to optimize Viu's cross-platform engagement, streamline multilingual typography, and maximize promotional click-through rates.

My Goal

To deliver a consistent, localized, and engaging streaming experience across all platforms by developing strong visual branding, multilingual content assets, and cross-platform editorial design supporting both user experience and global content promotion for Viu Originals and campaigns.

Key responsibilities

Branding & Customisation
Across iOS, Android, Web, and Smart TV, ensuring consistent visuals and editorial standards.
Editorial Guideline
Built scalable editorial design rules for difference of counties.
Multilingual Thumbnail Design & Typography
Created layered titles for Viu Originals, dramas, and variety shows (5+ languages).
Global Marketing Campaign
Designed visuals for targeted promotions, special offers, and in-app banners, connecting OTO campaign strategies.
Video Key Art & Motion
Designed title cards, global pre-roll ad visuals, and video cover art for original content launches.
App Store & Launch Materials
Delivered creative assets for app listings, launch events, and content feature promotions.

Teams

Gaile (Lead of Design), 3 Designers, 3 UX/UI Designers, Product Team, Marketing Team, Content Team

Proposed Solution

Unified Brand Language

Cross-Platform Consistency

Developed unified design assets to maintain structural consistency across typography, imagery, and UI treatments.

Localized Visual Content

Regional Optimization

Adapted localized thumbnails and feature assets to resonate with regional preferences, languages, and cultural tones.

Editorial Clarity

Template Engineering

Built scalable editorial templates and guidelines to streamline rapid content production and increase visual impact.

Campaign Flexibility

Modular Frameworks

Designed flexible marketing assets to effortlessly support seasonal offers, local events, and global launches.

Key UXUI

Focused on the hotest and promoing content displaying on UXUI in the core pages. Including Home, Playing, VOD, Categories, Download.

Users like to watch the auto video player on the home page and see some recommendations depending on their selections from our research results.

Menu Strategy

Designed region-specific menu styles and a scalable structure to support content growth.
Analyzed content volume and user behavior to optimize layout and placement.
Iterated layouts to improve discoverability and regional performance.
Adjusted font sizes and spacing for languages like Malay and Thai to ensure readability across devices.

Logo Strategy & Design Guidelines

Established logo usage rules based on licensing and rights.
Designed spaces for copyright attribution on UI, thumbnails, and overlays.
Standardized logo sizing/placement across mobile, web, and Smart TV for brand consistency.
Created visual guidelines approved by content providers to streamline partner workflows.

User Onboarding – Intro Screens

Kept visuals minimal to focus on key concepts.
Used center-aligned text and interactions for all screen orientations.
Introduced value and experience to welcome users effectively.
Highlighted real-life use to encourage deeper engagement.

Creative Curation & Poster Design

Designed visual assets like thumbnails, banners, and hero images aligned with content themes.
Collaborated with content teams through weekly reports to plan and deliver required assets.
Developed typography designs for content titles across 5+ languages.

Impact Metrics

82 %

Asset Velocity

Increase in creative asset delivery efficiency across multiple platform viewports.

90 %

Localization Quality

Improvement in regional content delivery through scalable multilingual design frameworks.

63 %

Content Engagement

Increase in active user engagement on localized seasonal promotional content.

75 %

System Adoption

Successful deployment and execution of the editorial system across regional production teams.

Adaptable Content Sharing

UXUI & Content Design

Managed Viu brand images in Nowe market. Developed a feature that allows targeted users to watch Korean content and make sure that thumbnails look good on both large screens and mobile devices.