Romil Shah

As a Product Designer, I collaborate closely with Product Managers and key
stakeholders to enhance the user experience of the Sony LIV app across multiple platforms, including mobile, tablet, web, and smart TVs. I contribute throughout the entire product development lifecycle - from brainstorming and concept development to transforming ideas into detailed mockups, and ultimately delivering high-fidelity designs for seamless developer hand-off.

My Responsibility includes:
• Conduct qualitative research to understand user behaviors, needs, and pain points related to content discovery, playback, subscriptions, and personalization.
• Design intuitive, user-friendly interfaces for mobile, TV, and web platforms with a focus on seamless navigation, engaging content layouts, and accessibility.
• Build and maintain a cohesive design system to ensure visual and functional
consistency across the entire OTT ecosystem.
• Create wireframes, interactive prototypes, and micro-interactions to communicate design ideas clearly and validate concepts through testing.
• Work closely with product managers, developers, and marketing teams to align on goals, iterate quickly, and ensure a unified user experience.

As the sole UI/UX Designer, I was fully responsible for shaping the user experience of the company’s two flagship OTT platforms — EpicON and DocuBay. EpicON caters to India-centric premium content, while DocuBay stands out as a global documentary streaming platform. Both products are available across multiple platforms including iOS, Android, iPad/Tablet, Web, and Smart TVs. I led the complete redesign and user experience revamp for both platforms, ensuring consistency, usability, and performance
across all touchpoints.

My Responsibility included:
• Translate complex design problems, user pain points, and research findings into practical and impactful design solutions.
• Develop a comprehensive design system to ensure consistency across the app, along with wireframes, user flows, high-fidelity prototypes for user testing, process flows, and site maps to effectively communicate interaction and design concepts.
• Work closely with development teams to ensure that design specifications are implemented.

As part of a dynamic digital agency, I was responsible for end-to-end UI/UX design across a wide range of projects, from initial concept development to final production. My role involved crafting intuitive and visually engaging user interfaces primarily for websites and Android applications. I collaborated closely with cross-functional teams including developers, content strategists, and project managers to ensure seamless user experiences that aligned with both client goals and user needs.
Over the course of my tenure, I had the opportunity to design for several high-profile clients such as History TV18, FYI Channel, Zee TV, CNBC, and Forbes. These projects demanded a deep understanding of brand identity, user behavior, and platform-specific design standards, allowing me to deliver polished, impactful digital experiences that met both business objectives and user expectations.

As the company was a leading SEM and SEO agency, my day-to-day responsibilities included designing and developing interactive Flash-based banners for Google AdWords campaigns, creating engaging microsites aimed at lead generation, and handling end-to-end website design and development.