Incremental UX improvements to an experience used by 19 million users — without disrupting a single existing behaviour.

My Role

As a Senior UX Designer taking care of end to end revamped experience of JioSTB.

A product already in 19 million homes

The Jio STB was already live at scale. The challenge wasn't building something new — it was improving an experience millions of users relied on daily, without breaking what they already knew.

Three friction points in a mature product

Inconsistent Visual System

The existing design lived in Adobe XD with no theming system — no dark/light mode support, inconsistent spacing, and no shared variables across screens.

Cluttered Top Menu

The top navigation had accumulated too many items over time — cognitive overload for users who just wanted to find content quickly.

No unified search

Users had to open each app individually to find content — no single search across live TV, JioHotstar, and other OTT apps. Finding a specific show meant navigating 3–4 apps manually.

Minimal changes, maximum impact

XD → Figma Migration

Migrated the entire design file from Adobe XD to Figma — introducing variables for light/dark theme switching, consistent spacing tokens, and a component library that scales with the product.

Decluttered Top Menu & Control centre

Reduced top menu items to the essentials — Secondary actions moved deeper into the hierarchy as control centre, reducing visual noise without removing functionality. An unified search is included in the control centre.

Content first & Easter Egg toggle

Introduced a content-first launcher that surfaces recommended content immediately. The transition was designed to be seamless for new users while not disrupting existing users who preferred the app-first layout.

Existing users could switch back to the content-first layout via a hidden gesture — user can navigate to Jio logo & switch their home screen to be app or content first. This preserved power users' preferred experience without making the toggle prominent enough to confuse new users.

Don't break what 19 million people already know

Every decision was tested against one question: does this improve the experience for new users without disrupting existing users? The easter egg toggle was the clearest expression of this — new default, old behaviour preserved, no forced migration.

Closing note

Rolling out the feature to 10,000 users provided valuable real-world insights into user behavior and performance at scale. These findings will drive informed decisions as we refine and expand the feature to a broader audience.