The project began with mapping out the core user journeys for discovery, browsing, and playback, ensuring each flow could scale seamlessly across mobile, desktop, and TV. The design team explored multiple layout variations, balancing functional clarity with the bold visual storytelling that defines IndiTV’s brand. I contributed by refining UI patterns, documenting reusable components for the design system, and supporting interaction design across devices. This work was closely reviewed and guided by the lead designer, ensuring alignment with the overarching vision. Regular feedback loops within the team and with stakeholders helped refine navigation, personalize recommendation features, and strengthen editorial storytelling modules. This iterative approach ensured the final design felt consistent, intuitive, and ready for scalable rollout.