How it started
The company already had a Content Player and an Ad Player to deliver content and ads, but the interface became outdated and no longer met modern standards. Users faced a cluttered UX, while advertisers and publishers lacked customization options and new interactive formats.
What’s the pain?
Outdated design and complicated navigation.
Lack of interactive scenarios (only linear playback).
No unified design system between Content and Ad Player.
Limited customization options for brands.
What’s the goal?
Redesign the Content and Ad Player to make them modern and user-friendly.
Develop a new interactive format — Clipchoice.
Add playlist functionality to the Content Player.
Improve key KPIs: Unit Fill Rate, Impressions, Revenue.
Create a unified visual foundation across players.
What’s the task?
Update UI/UX for both Content and Ad Player.
Design the interactive Clipchoice format.
Implement playlists as a user retention tool.
Ensure flexibility and customization without compromising performance.
What was did
Conducted a redesign of the Content and Ad Player with simplified UX and a modern UI.
Designed Clipchoice — a new interactive format that allows users to choose videos.
Added a playlist feature to the Content Player so users could easily switch between videos and stay longer.
Implemented a unified component system to consolidate the visual language of the players.
Participated in 15 A/B tests to optimize performance and metrics.
Prepared a design concept for the Live Streaming Player as a potential future direction.
How was success measured?
Unit Fill Rate (UFR)
Ad Impressions
Content Impressions
Revenue
Additionally: CTR, skip/unmute events, Prebid sources CPM.
How was it launched
The first experiment with the redesign (August 2024) showed a -2% UFR regression.
A total of 15 experiments were run with different hypotheses.
December 2024 — launched with a small regression (-1.06% UFR, -1.02% impressions).
January 2025 — iterations fully recovered the KPIs.
Spring–Summer 2025 — steady growth after launching Clipchoice, playlists, and the redesigned UI.
What I learned
How to use A/B testing and hypotheses to bring a product into growth, even when the first version showed regression.
The importance of iteration and cross-team collaboration to reach KPI goals.
The impact of interactive formats (Clipchoice) and playlists on engagement and retention.
How to build a unified design system for multiple interconnected products.
Experience in preparing design concepts for future directions (Live Streaming).
