AIS Play

A UX advisory and design engagement for AIS Play, the OTT streaming service of Thai telco AIS. Across 2020 and 2021, Accedo's PMO design team audited the existing product and designed its 3.0 generation across mobile, web and big screen.

The Challenge
AIS Play supported a hybrid commercial model: subscriptions, rentals, pay per view and à la carte packages. Its purchase journeys ran through legacy storefronts, and a new OTT BSS platform was about to change how purchases and accounts worked. The experience spanned mobile, web, set top boxes and multiple smart TV platforms, each with its own input methods and constraints. AIS needed a consistent, scalable experience standard. One its own teams could maintain and extend after handover.

The Work
The engagement began with a UX and UI audit of the Mobile 2.9 app. Twenty six focus areas. Competitive analysis of navigation, menus and interaction patterns. Several recommendations were later adopted in the Mobile 3.0 design.

The team then designed the 3.0 experience across three platform families: 16 features for Web, 27 for Big Screen and 19 for Mobile. New capabilities included multiple profiles, a Kids mode with parental controls, personalised recommendations and modular UI templates that allowed AIS to update layouts and curation while staying on brand.

Purchase and account journeys were redesigned for the OTT BSS integration. New payment methods, promo code redemption at checkout, package management and account linking.

For big screen, the team compiled platform guidelines across Apple TV, Samsung, LG, Android TV, set top boxes and Android Operator Tier, covering layout, navigation, typography, remote input and search. EPG navigation concepts were also provided for the existing app.

Style-guides for Web, Big Screen and Mobile, along with structured Sketch libraries and Zeplin specs, were handed over so AIS design and engineering teams could extend the work.