Entertainment

IndiTV was built from the ground up to solve challenges around fragmented viewing experiences, unclear content structure, and a lack of cohesive branding—issues that previously limited engagement and discoverability for indie creators and their audiences.

The goal was to create a cinematic, intuitive, and scalable platform that captured the spirit of independent film while remaining competitive with mainstream streaming services. Core objectives included simplifying content discovery, improving creator onboarding, building a unified design system, and ensuring strong accessibility and performance across all devices.

I conducted user and creator interviews to uncover challenges in discoverability and upload workflows, then reorganized the information architecture to highlight curated content, trending films, and intuitive browsing paths.

Setting the scene with the production team

Through wireframing and prototyping, I designed new flows for streaming and creator dashboards, refining them through early user testing.

The final visual system introduced a cinematic interface with bold imagery, layered depth, and scalable UI components, all validated through accessibility, responsiveness, and playback testing across devices.

I created a comprehensive information architecture and user journey map to outline the overall flow for both authenticated and unauthenticated users.

This foundational work ensured a clear understanding of the platform's structure and user interactions, providing a roadmap for seamless navigation and intuitive design before diving into detailed UX development.

• The final design delivered a cohesive streaming platform experience, combining intuitive navigation, personalized recommendations, and a bold cinematic identity consistent across mobile, desktop, and TV.

Working on IndiTV was an exciting opportunity to help shape a premium entertainment platform. Contributing to the UI execution, interaction flows, and design system documentation under the lead designer's direction allowed me to support a bold creative vision while deepening my experience in cross-device design. Seeing how the final product balanced usability with a cinematic brand identity was incredibly rewarding.

“Julieta brought a filmmaker's eye and a designer's precision to IndiTV. Her ability to blend emotion with usability transformed our platform into a place where creators and viewers truly connect.”

— Creative Producer, IndiTV

The IndiTV redesign established a new benchmark for independent streaming platforms—balancing emotion, function, and growth.

• +55% increase in viewer engagement
• +60% rise in content uploads from creators
• Higher content completion rates and session duration
• Improved discoverability through smart recommendations
• Unified design system for faster feature development